22.10.2009 Siegel+Gale

Siegel+Gale Designs New Brand/Visual Identity for Phoenix House

Siegel+Gale has completed a brand revitalization project for Phoenix House, one of the country's leading non-profit drug and alcohol addiction, prevention, and treatment organizations. The new identity debuted on the Website www.phoenixhouse.org on October 21. Siegel+Gale designed a new "Wings of Hope" logo to depict the Phoenix House mission, "Rising Above Addiction." The logo was unveiled at the A&E Recovery Rally in New York on September 12. 


"The new Phoenix House visual identity sends a message that is both aspirational and real," says Alan Siegel, Chairman and CEO of Siegel+Gale, which did the visual identity design on a pro bono basis. "It showcases the Phoenix House values of compassion, commitment, optimism, expertise, and collaboration." 


"We are doing difficult and important work helping individuals recover and remove the stigma of addiction," says Howard Meitiner, President and CEO of Phoenix House. "Siegel+Gale's beautiful design and their grounding in simplified communications and real language help immeasurably in conveying our message to people who need our help." 


The logo consists of three components: "Wings of Hope" highlight strength and responsibility, support, and freedom -- the layering of the wings and their warm, positive colors symbolize the compassion and caring that lead to recovery in the Phoenix House community. The Phoenix House name, in Rotis Serif typeface, is the foundation from which the wings take flight above the tagline "Rising Above Addiction." 


"'Rising Above Addiction' communicates the essence of Phoenix House in a distinctive and effective way," says Mr. Siegel. "It fuses values, messaging, and identity to convey the Phoenix House personality, culture, and value proposition." 


The new identity also transforms the Phoenix House Website (www.phoenixhouse.org), newly rebuilt to encompass the full scope of the organization's programs in 10 states, and improve access to information and tools for individuals suffering from addiction and their families, former program participants, and the broader addiction community of professionals, researchers, and treatment providers. 


Phoenix House serves close to 7,500 men, women (including women with children), and teens each day at more than 150 drug and alcohol treatment prevention programs in 10 states.