Phoenix Style Luxury Resale Store Brand Identity + Roll-out

EXPERTISE

Visual identity, Creative direction, Social media design, Retail space design, Packaging design

OVERVIEW

Paige Mengers purchased Phoenix Style when the luxury resale market was gaining momentum. She wasn’t happy with the brand's outdated and image and came to me for a transformation that would elevate it to align with high-end fashion retailers.

To move away from the typical second-hand shop vibe, I worked on re-positioning it as a luxury fashion brand in it’s own right, that would happily sit side by side with the brands under it’s roof. I paired back the existing logo and curated a suite of typography and imagery on a backdrop of a cool monochrome palette that would give it a high-fashion aesthetic. By implementing these changes across all touchpoints of the business and fueled by Paige's passion for transformation, we revitalised the brand's image.

Phoenix Style has since expanded with two additional shops and a huge online following, establishing itself as a respected leader in the luxury resale sphere. I continued to collaborate with Paige as a creative consultant during her move to new premises, conceptualising the store's look and feel and developing sub-brands within the Phoenix Style umbrella.