CLIENT: PHOENIX LABS
BRAND STRATEGY & VOICE DEVELOPMENT / LOGO / VISUAL IDENTITY SYSTEM / BRAND GUIDELINES / WEBSITE
Phoenix Labs engaged HCI to deliver a fresh, comprehensive identity system—signaling the company’s exciting new future path. With over 30 million “Slayers” playing their flagship game Dauntless, and several projects in development, Phoenix Labs aspires to create timeless games shared for generations, powered by an unwavering regard for players and each other. We worked closely with the PHX team—beginning by refining the strategic platform and building on the core concept of the phoenix—narrowing it down to its simplest form: the spark of rebirth as represented by the flame.