Bold New Design, Bold New Technology

Like sister company SHINE Technologies, Phoenix wanted a new brand identity that was bold, exciting, and evocative of the advanced technology that makes their work possible. They also wanted a new website that reflected the innovative and futuristic nature of their field.

For anyone other than nondestructive testing professionals and science aficionados, it can be tough to grasp what Phoenix does – so we made things simple with a new, straightforward tagline: Fast, Reliable Neutron Imaging. This was the first step in creating a bold new brand. Visually, we leaned into a high-contrast color scheme; a combination of deep purple and gold tones make for a punchy, unique feel. Many assets feature a gradient combination of both, giving a little more “oomph” to simple iconography.

Having previously redesigned SHINE Technologies’ website, we had the idea to pay homage to Phoenix’s sister company by using a similar “glow” effect on key text. To maintain this cohesion between the two sites, we used similar thin-line iconography for Phoenix’s site to quickly convey complex ideas. To get the feel of this new website just right, we fully embraced the Dark Side . . . of the color palette (sorry, Vader). Deep indigos and violets dominate the site, mimicking the dark imagery that is actually produced through neutron imaging.