Phoenix Labs is a game developer based in Vancouver known for their hit action-RPG game Dauntless. In anticipation of releasing their latest title Fae Farm, our team worked with them to develop an animated brand mnemonic. The objective was to create an evergreen logo reveal which would work across all their titles while capturing the spirit and ethos of Phoenix Labs.

As with any branding project, we first dove into an in-depth exploration to fully understand the core values of the company. We were enamored by the meaning of the flame and its various metaphors; from the symbol of the rising of the phoenix to the cozy campfire where friends gathered to tell stories. Throughout our design phase, we explored the many possible incarnations of the logo reveal—from 2D cel animation to 3D procedural techniques, ultimately arriving at an approach which captured the elemental quality of the flame with a fusion of tactility and subtle grandeur. We collaborated with our excellent friends at Yessian who created an iconic sound cue which would serve as the musical signature of Phoenix Labs.