CHALLENGE. The client approached us with the task of creating a new visual system that would convey the brand's maturity, enhance business trust, and allow Fenix to communicate with the market in a modern, confident manner.

SOLUTION. We retained the company's core symbol—the name itself. The phoenix, as a mythological image, is already embedded in the wordmark, so we deliberately abandoned the literal depiction of the bird in the logo. We wanted to break away from clichés and find our own original metaphor. We began searching for character not in the icon, but in the brand's typography. This is how the stylized grapheme within the word Fenix was born—a carefully integrated silhouette of a burning bird, revealed in the font's form. This solution makes the logo expressive, unique, and integrates the symbolism of transformation directly into the brand's structure. We interpreted the phoenix image not as a legend, but as a metaphor for the constant renewal, process flexibility, and business transformation that clients experience after integrating RetailCRM.

COLOR SCHEME. In our palette, we relied on two key values: orange – the color of fire, energy, and rebirth; an accent that becomes the emotional core of the style; and dark charcoal – the color of confidence and depth, supporting expertise. This combination creates a vibrant yet restrained character and easily scales to any medium: from presentations and landing pages to interfaces and team branded materials.

RESULT: We created a visual system that reflects Fenix's maturity and enhances brand trust in a segment where expertise, speed, and precision are essential. The identity has become more structured, flexible, and modern – the company now looks as convincing as it operates.