Luxury Resale Brand Repositioning

Repositioning a resale retailer as a confident, fashion-led luxury brand.

CLIENT: PHOENIX STYLE

Phoenix Style was acquired at a moment when the luxury resale market was beginning to gain traction. The brief was to move the brand away from a traditional second-hand retail feel and establish it as a credible luxury fashion destination.

I led the re-positioning and visual refresh, refining the identity and introducing a pared-back, monochrome aesthetic designed to sit comfortably alongside high-end fashion brands. The new visual language was applied across retail, digital and communications.

As the business grew, I continued to work as a creative consultant, supporting store expansions, new premises and the development of sub-brands within the Phoenix Style umbrella.