PHI is a multidisciplinary arts hub in Montreal founded and directed by Phoebe Greenberg. Since 2019, PHI has branched out from its original two entities—PHI Centre and the PHI Foundation for Contemporary Art (formerly DHC Art)—with initiatives like PHI Studio, which focuses on installations and immersive experiences. The new brand identity celebrates the distinct missions of each entity while bringing them together under one umbrella. In short, a brand that says, “This—all this—is PHI.”
PHI – Rebrand
Strategy, visual identity, brand voice
Custom type design
Communication strategy, artistic direction, campaign conception, social media, motion design
Social media templates
Stationary, brochures and flyers, print production, workflow optimisation
Branded content, photography
The disarmingly simple PHI logo system is based on a bespoke typeface family. At once bold and understated, the sans serif typeface places the brand squarely in the future while making a nod to the past. Alternate characters and symbols distinguish each PHI entity while situating them within the coherent whole of the parent brand. The construction of logos on a shared foundation and the consistent logic governing their use builds parent brand recognition while emphasizing the individuality of its component identities.
Specifically designed for PHI’s brand image, Phi and Phi Caption are a family of two typefaces in ten styles. These typefaces are the main building blocks of the PHI visual identity. Resolutely contemporary, the typeface conveys the PHI brand’s confident, accessible, and visionary personality. The tall x-height reflects the typography’s grounded design, while the Phi Caption range ensures readability at smaller sizes. The cut junctions of the typeface’s diagonal strokes, along with other unique features of its design, confer a technical appearance. Several special characters and stylistic variants, earmarked for various entities of the brand, grant the family of characters a wide-ranging expressiveness.
In its essence, the basic grid of PHI's graphic system recalls a poster, a vertical rectangle forming a strong typographic frame. The composition’s repetition ensures uniformity across applications, lending them a distinctive tone and visual rhythm. Recurrence and regular placement of the logotypes strengthens the visual coherences and ensures recognition.
PHI's 2021–2022 programming was rich and varied, featuring exhibitions, concerts, travelling installations, symposia, artist residencies, free events, and more. Tasked with saying “This is PHI,” our campaign highlighted each entity’s uniqueness while uniting them under one umbrella. It revolved around a series of photos of flags whipping in the wind, each with a different tint representing a different entity. The title, "The wind rises," signaled the beginning of a major shift, a movement visually rendered by the flags. They expressed the shared genealogy of PHI’s separate entitles while also setting them apart as outstanding sites of cultural production.
Anouk Pennel, Raphaël Daudelin
Anouk Pennel, Léon Lo
Anouk Pennel, Léon Lo
Anouk Pennel, Romain Grucker
Michael Wasiak, Margot Lepage, Amélie Haeck
Vincent Castonguay, Alex Blouin
Marketing and communications
Pierre-Luc Gagnon, Michel Ouellette