LEGACY BEYOND ASIA - Welcome Phoenix Visual Identity Rebranding

Welcome Phoenix Visual Identity Rebranding

Communication

Regions

Korea

Year

2025

Award

WINNER

Client

Welcome Savings Bank Co., Ltd.

Affiliation

CEM Department Design Team Co., Ltd.

Designer

Choi Kiwon, Seo Donghyun, Yoon Hyunsik

https://www.youtube.com/watch?v=jYCd4iFCUCI

English

[Moving in Silence] Welcome Phoenix is a professional billiards team sponsored by Welcome Savings Bank. Visual rebranding was carried out by changing the team name to promote the banking app to a name to promote the sponsor. The existing emblem lacked sponsor’s originality. In order to clearly indicate that this is a billiards team sponsored by WSB, unique characteristics were expressed. Both wings were designed to be exactly symmetrical in a round shape, reminiscent of the symbol of WSB. And, we developed two new graphic motifs to strengthen the team's image, allowing more people to become interested in billiards and the team's image.

Native

[고요 속의 움직임] 웰컴피닉스는 웰컴저축은행(Welcome Savings Bank)이 후원하는 프로 당구팀입니다. 뱅킹 앱 홍보를 위한 팀명(‘웰뱅’피닉스)을 기업 홍보를 위한 이름(‘웰컴’피닉스)으로 변경하는 과정에서 비주얼 리브랜딩을 진행했습니다. 기존 엠블럼은 웰컴저축은행(WSB) CI의 연상성이 부족했습니다. 웰컴저축은행(WSB)이 후원하는 당구팀임을 명확히 나타내기 위해 독특한 특징을 표현했습니다. 양쪽 날개는 WSB의 심볼을 연상시키는 둥근 모양으로 정확히 대칭을 이루도록 디자인했습니다. 또한, 팀의 이미지를 강화할 수 있는 새로운 그래픽 모티프를 2가지 개발하여, 당구와 팀 이미지에 더 많은 사람들이 관심을 갖을 수 있도록 하였습니다.

Judging Comments

This design has been commended for its effective brand integration and visual impact. By aligning the team’s identity with Welcome Savings Bank (WSB), the rebranding strengthens sponsorship visibility while maintaining the sport’s competitive spirit. The symmetrical wings and emblem seamlessly incorporate WSB’s symbolism, reinforcing a cohesive and recognizable image. Additionally, the introduction of new graphic motifs enhances engagement, making billiards more appealing and accessible to a wider audience.

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