Luxury Resale Brand Repositioning

Positioning a luxury resale business as a credible fashion destination.

Client: Phoenix Style
What I did: Brand positioning, identity refresh, retail and digital design, sub-brand development
Role: Independent Designer & Creative Consultant

Following Phoenix Style’s acquisition, I worked with the business to move its identity beyond a traditional second-hand retail feel. I refined the visual identity and introduced a pared-back, monochrome aesthetic that placed the brand comfortably alongside the luxury fashion labels it sold.

The refreshed identity was applied across retail, digital and communications. As the business grew, I continued as a creative consultant, supporting store expansions, new premises and sub-brands within the Phoenix Style umbrella.

Result: A cohesive visual identity that supported the brand’s luxury positioning and evolved with the business as it expanded.