Overview
Last updated:
November 22, 2021
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Investing in Ourselves: 2020 Rebrand
[/vc_column_text][vc_column_text]For 22 years, Phase 2 had focused on our clients first and refining our methodology for digital transformation. But, our solid foundation and accelerating growth revealed to leadership a need to refine our brand and position Phase 2 for the continued growth ahead. So, for our 22nd anniversary, we redesigned our brand to be fresher, more flexible, and reflect our growing future for many years to come.[/vc_column_text][vc_empty_space][vc_column_text]Visual System & Design: Amanda Dely Creative Direction & Design: JoJo Franklin Messaging, Marketing, & Design: Lesley Clark Business Direction: Heath Clinton & Kris Kettner[/vc_column_text][vc_empty_space height="100px"][qodef_separator position="left" color_1="#9ecf2a" color_2="#00a3b3" border_style="gradient" width="64px" thickness="4" bottom_margin="10px"][vc_column_text]Our Story
[/vc_column_text][vc_column_text]Founded in 1998 and headquartered in Oklahoma City, Phase 2 has evolved from developing websites into one of the premier software development firms in the United States. We are a driven group of passionate, creative professionals who never settle for good enough.[/vc_column_text][vc_column_text]Above all, Phase 2’s mission is to improve people’s lives through technology. We solve the most complex problems, thrive on the intricacies of software development, and leverage digital transformation for every client’s future success.[/vc_column_text][vc_empty_space height="100px"][/vc_column][/vc_row][vc_row full_screen_section_height="no"][vc_column][vc_empty_space height="100px"][/vc_column][/vc_row][vc_row full_screen_section_height="no"][vc_column width="6/12" css=".vc_custom_1636931895286{margin-left: 4% !important;padding-right: 6% !important;}"][qodef_separator position="left" color_1="#9ecf2a" color_2="#00a3b3" border_style="gradient" width="64px" thickness="4"][vc_column_text]Our Brand
[/vc_column_text][vc_column_text]Whatever software methodology, the phrase “Phase 2” generally represents advancing from one stage of a project to another. Through digital transformation, we aim to ensure quality at every stage of a product’s life and take our client’s technology objectives to the next level.
[/vc_column_text][vc_column_text]As our organization has grown, so has the need to further evolve our visual styles, presentation methods, and position Phase 2 as an industry thought leader. There were a few requests for the new Phase 2 brand: visually simple (no illustrations) yet show we are equipped for complex, show a gradual evolution from existing assets, and be concise in messaging.[/vc_column_text][/vc_column][vc_column width="1/12"][/vc_column][vc_column width="5/12"][vc_single_image image="11335" img_size="full" css_animation="right-to-left"][/vc_column][/vc_row][vc_row full_screen_section_height="no"][vc_column][vc_empty_space height="100px"][vc_column_text]P2 Brand: 2008 - 2019
[/vc_column_text][qodef_separator position="center" color_1="#9ecf2a" color_2="#00a3b3" border_style="gradient" width="64px" thickness="4" top_margin="4px"][vc_empty_space height="25px"][vc_column_text css=".vc_custom_1636927965846{margin-right: 2% !important;margin-left: 2% !important;}"]The previous Phase 2 brand embodied who our company was at the time. Until 2012, Phase 2 offered both software development and full-service website design. When our leadership realized complex custom software was our bread and butter, we sold the website portion. However, our brand look and feel remained the same. The more our talent in software engineering grew, the less our brand fit with who Phase 2 was becoming – an elite software firm serving enterprise-level clients.[/vc_column_text][vc_empty_space height="25px"][vc_single_image image="11352" img_size="full" alignment="center" css_animation="top-to-bottom"][vc_empty_space height="100px"][vc_column_text]2020 Rebrand Process
[/vc_column_text][qodef_separator position="center" color_1="#9ecf2a" color_2="#00a3b3" border_style="gradient" width="64px" thickness="4"][vc_empty_space height="50px"][vc_column_text]Success Metrics
[/vc_column_text][qodef_separator type="full-width" color_1="#001543" border_style="solid" thickness="1"][vc_column_text]The first step in our rebrand process was to define what the metrics for success would be. There were three general areas we could divide these goals into: business, marketing and design. Next, we identified what the brand needed to deliver for each area. These goals could be summed up into three words: clear, consistent, efficient.[/vc_column_text][vc_empty_space][/vc_column][/vc_row][vc_row full_screen_section_height="no"][vc_column][qodef_process_holder number_of_items="three" animate_process_items="yes"][qodef_process_item icon_pack="linear_icons" linear_icon="lnr-briefcase" title="Business" text="" number="1"][qodef_process_item icon_pack="linear_icons" linear_icon="lnr-map" title="Marketing" text="" number="2"][qodef_process_item icon_pack="linear_icons" linear_icon="lnr-magic-wand" title="Design" text="" number="3"][/qodef_process_holder][vc_row_inner full_screen_section_height="no" content_aligment="center"][vc_column_inner width="1/3" css=".vc_custom_1633370598856{padding-left: 40px !important;}"][vc_column_text]Position P2 as a tech leader & top enterprise partner.[/vc_column_text][vc_column_text]Concisely communicate services & expertise.[/vc_column_text][vc_column_text]Streamline lead generation & talent acquisition.[/vc_column_text][/vc_column_inner][vc_column_inner width="1/3"][vc_column_text]Keep a consistent style across all platforms.[/vc_column_text][vc_column_text]Showcase commitment to culture, transparency, & values.[/vc_column_text][vc_column_text]Highlight P2’s elite experience & unique perspective.[/vc_column_text][/vc_column_inner][vc_column_inner width="1/3" css=".vc_custom_1633370603780{padding-right: 40px !important;}"][vc_column_text]The visual system must be flexible & scalable.[/vc_column_text][vc_column_text]Show a gradual evolution of P2’s current look & feel.[/vc_column_text][vc_column_text]Deliver relevant brand touch-points & standards.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner full_screen_section_height="no" content_aligment="center"][vc_column_inner width="1/3" css=".vc_custom_1633370598856{padding-left: 40px !important;}"][vc_empty_space height="20px"][qodef_icon icon_pack="linear_icons" linear_icon="lnr-arrow-down" size="qodef-icon-small" type="normal" icon_animation=""][vc_empty_space height="10px"][vc_column_text css_animation="bottom-to-top" css=".vc_custom_1636929448525{border-top-width: 1px !important;border-right-width: 1px !important;border-bottom-width: 1px !important;border-left-width: 1px !important;padding-top: 10px !important;padding-right: 10px !important;padding-bottom: 10px !important;padding-left: 10px !important;border-left-color: #ededed !important;border-left-style: solid !important;border-right-color: #ededed !important;border-right-style: solid !important;border-top-color: #ededed !important;border-top-style: solid !important;border-bottom-color: #ededed !important;border-bottom-style: solid !important;}"]CLEAR
[/vc_column_text][/vc_column_inner][vc_column_inner width="1/3"][vc_empty_space height="20px"][qodef_icon icon_pack="linear_icons" linear_icon="lnr-arrow-down" size="qodef-icon-small" type="normal" icon_animation=""][vc_empty_space height="10px"][vc_column_text css_animation="bottom-to-top" css=".vc_custom_1636929470692{border-top-width: 1px !important;border-right-width: 1px !important;border-bottom-width: 1px !important;border-left-width: 1px !important;padding-top: 10px !important;padding-right: 10px !important;padding-bottom: 10px !important;padding-left: 10px !important;border-left-color: #ededed !important;border-left-style: solid !important;border-right-color: #ededed !important;border-right-style: solid !important;border-top-color: #ededed !important;border-top-style: solid !important;border-bottom-color: #ededed !important;border-bottom-style: solid !important;}"]CONSISTENT
[/vc_column_text][/vc_column_inner][vc_column_inner width="1/3" css=".vc_custom_1633370603780{padding-right: 40px !important;}"][vc_empty_space height="20px"][qodef_icon icon_pack="linear_icons" linear_icon="lnr-arrow-down" size="qodef-icon-small" type="normal" icon_animation=""][vc_empty_space height="10px"][vc_column_text css_animation="bottom-to-top" css=".vc_custom_1636929479310{border-top-width: 1px !important;border-right-width: 1px !important;border-bottom-width: 1px !important;border-left-width: 1px !important;padding-top: 10px !important;padding-right: 10px !important;padding-bottom: 10px !important;padding-left: 10px !important;border-left-color: #ededed !important;border-left-style: solid !important;border-right-color: #ededed !important;border-right-style: solid !important;border-top-color: #ededed !important;border-top-style: solid !important;border-bottom-color: #ededed !important;border-bottom-style: solid !important;}"]EFFICIENT
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_empty_space height="100px"][vc_column_text]Brand Pillars
[/vc_column_text][qodef_separator type="full-width" color_1="#707070" border_style="solid" thickness="1"][vc_column_text]The next step of the rebrand was to identify four words that truly described our organization's DNA – these are our Brand Pillars. These four pillars encompass who Phase 2 is, and how we want our current and prospective clients and employees to see us. This foundation set the tone for both visual and written parts of the new brand.[/vc_column_text][vc_empty_space][vc_row_inner full_screen_section_height="no"][vc_column_inner width="1/2"][vc_column_text css_animation="left-to-right" css=".vc_custom_1636929500141{border-top-width: 1px !important;border-right-width: 1px !important;border-bottom-width: 1px !important;border-left-width: 1px !important;padding-top: 20px !important;padding-right: 40px !important;padding-bottom: 20px !important;padding-left: 40px !important;border-left-color: #efefef !important;border-left-style: solid !important;border-right-color: #efefef !important;border-right-style: solid !important;border-top-color: #efefef !important;border-top-style: solid !important;border-bottom-color: #efefef !important;border-bottom-style: solid !important;}"]Authentic
As our stabilizing force, our culture and experience lead us to be unapologetically ourselves. We know the kind of work we like to do and the types of clients we like to do it with. We care about our products and how we collaborate to accomplish them.
[/vc_column_text][/vc_column_inner][vc_column_inner width="1/2"][vc_column_text css_animation="right-to-left" css=".vc_custom_1636929522656{border-top-width: 1px !important;border-right-width: 1px !important;border-bottom-width: 1px !important;border-left-width: 1px !important;padding-top: 20px !important;padding-right: 40px !important;padding-bottom: 20px !important;padding-left: 40px !important;border-left-color: #efefef !important;border-left-style: solid !important;border-right-color: #efefef !important;border-right-style: solid !important;border-top-color: #efefef !important;border-top-style: solid !important;border-bottom-color: #efefef !important;border-bottom-style: solid !important;}"]Transparent
Our clients work with us because we are transparent in our processes, our communication, and our products. Our honesty grows long-lasting client relationships and the way we work alongside them proves we are a reliable, trustworthy partner.
[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_empty_space height="30px"][vc_row_inner full_screen_section_height="no"][vc_column_inner width="1/2"][vc_column_text css_animation="left-to-right" css=".vc_custom_1636929586472{border-top-width: 1px !important;border-right-width: 1px !important;border-bottom-width: 1px !important;border-left-width: 1px !important;padding-top: 20px !important;padding-right: 40px !important;padding-bottom: 20px !important;padding-left: 40px !important;border-left-color: #ededed !important;border-left-style: solid !important;border-right-color: #ededed !important;border-right-style: solid !important;border-top-color: #ededed !important;border-top-style: solid !important;border-bottom-color: #ededed !important;border-bottom-style: solid !important;}"]Established
We see the challenges our clients face as our greatest competition and our deep bench of experience as our biggest advantage. We are constantly challenging our abilities to create clarity, find fresh solutions to fit our clients' businesses, as well as make the most of their investment.
[/vc_column_text][/vc_column_inner][vc_column_inner width="1/2"][vc_column_text css_animation="right-to-left" css=".vc_custom_1636929604523{border-top-width: 1px !important;border-right-width: 1px !important;border-bottom-width: 1px !important;border-left-width: 1px !important;padding-top: 20px !important;padding-right: 40px !important;padding-bottom: 20px !important;padding-left: 40px !important;border-left-color: #ededed !important;border-left-style: solid !important;border-right-color: #ededed !important;border-right-style: solid !important;border-top-color: #ededed !important;border-top-style: solid !important;border-bottom-color: #ededed !important;border-bottom-style: solid !important;}"]Tailored
Every business decision for the last 22 years has pushed us forward in our goal of improving the lives of surrounding businesses and their communities. We are dedicated to curating the right solution for our clients – existing or not – and designing it the right way.
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