Phoenix Startup Rebranding

Our eight-week rebranding process transforms your existing startup from the inside out: strategy, naming, and design.
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The Method

Experiment, reiterate, pivot–It's the mantra of early-stage startups. Chances are that your brand has been through a whirlwind of changes. As your startup matures and you prepare for growth, it's time to gain clarity and direction.

At the Phoenix Brand Consultancy®, we offer a rebranding method designed for pre-seed and seed-stage startups. The Phoenix Flaming Startup is rooted in evidence, collaboration and speed. We’re going through three phases:

1. Strategy

First, we collect data, interview founders and loyalists, and check on the competition. After the audit comes the actual strategy in the form of an intensive two-day workshop.

We align product-market fit, differentiate from competitors, and reconnect with your vision. We'll also carve out a creative leitmotif to guide the design and naming process.

2. Naming

Creativity always requires a healthy dose of uncertainty–that's how we create remarkable names.

We’ll also make sure you’re on the safe side by screening for trademark popularity. We also vet domain availability and cultural and linguistic viability.

3. Design

We ask: What does your unique position demand of the brand today? And then, we apply it visually in a new, contemporary way. We uplift existing brand designs and push them to be more recognizable.

It's the more sensitive approach to rebranding and a long-term investment for your startup.

Not sure if you need a rebranding? Start with a visual brand audit!

The Timing

Week 1
Week 2
Week 3
Week 4
Brand audit: founder and customer interviews, market research, analysis
Brand strategy: positioning, core idea for design
Brand naming: competitive namescape, evaluation matrix, screening, viability
Creative direction: color, typography, imagery
Week 5
Week 6
Week 7
Week 8
Logo design: two options
Brand guidelines
Feedback and finalization
Final delivery of logo files and brand guidelines

The Deliverables

  • In-depth founder interviews
  • In-depth ideal customer interviews
  • Market research and keyword analysis
  • Brand strategy workshop
  • Brand strategy summary containing all workshop and research results
  • Naming summary with all shortlisted names, context, screening results
  • Logo suite: main logo, sub logo, wordmark, icon versions
  • Brand guidelines: document outlining logo usage, design elements, mockup examples
  • Weekly video check-ins with our head of design and head of strategy

The Team

Rebecca Sweet is the head of design and our experience brand designer at the Phoenix Brand Consultancy
Victoria Gassmann Phoenix Brand Consultancy

Rebecca Sweet

Head of Design

Victoria Gassmann

Head of Strategy


Contact us

If you are interested in finding out more about how we might work together, you have come to the right place. Give us some details below, and we will be in touch. Do you still have questions? Check out our FAQ!
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I’m ready to start! What’s my next step?

Fantastic! The next step would be to schedule an initial call with us here. The purpose of this call is to confirm that we’re a good fit to work together, discuss the project timeline (depending on your goals and our availability) and then we’ll send over the proposal for you to sign.

How much does working with you cost?

Our services are designed for pre-seed and seed stage startups with $500K-$2M in investment. After a call and talking about your needs and goals, we'll make you an offer with detailed pricing. A general rule of thumb is to spend about 5–15% of your total startup budget on a branding project.

Do you offer payment plans?

Yes, we offer startup-friendly payment plans. We'll tell you more about your options during our call.

Do you offer discounts?

We offer significant price advantages for marginalized founders to help them navigate the funding gaps. You'll find more information about our pricing structure here.

How do we know you are the right fit for us?

That's a great question. Book a strategy consultation before a bigger project. That is the best way to find out if we like and trust each other.

Do you only work with women?

No. But we prioritize startups with at least one female or non-binary co-founder or c-level executive. These marginalized groups of entrepreneurs are widely underfunded, overworked, and undervalued. We dedicate our energy to them. We're happy to connect you with highly-qualified professionals to join your c-ranks.

Which countries do you work with?

The Phoenix Brand Consultancy is based in Munich Germany (come see our beergardens ;)). We work remotely and collaborate with startups from Europe and the US.