PROJECT DESCRIPTION

Phillips Auctioneers, renowned for their contemporary and innovative auction experience, stands out in a fiercely competitive market by embracing modernity and innovation. Recognizing Phillips as a pioneer in the premier auction world, Base Design was tasked with crafting a new identity system to convey the brand's dynamism and prestige. The resulting minimalist modernity, expressed through the custom typeface "Phillips Distinct," encapsulates Phillips's diverse specialties—from 20th-century & contemporary art to jewels, watches, design, photographs, and editions.

At the core of the identity system is the custom typeface, offering expressive power in display weight and functional utility in text weight. Following a 3-tier logic, the system allows Phillips to present itself in various ways, maintaining a recognizable and contemporary identity. The charismatic, bold, and modern identity stands in stark contrast to the more conservative landscape of traditional competitors, reinforcing Phillips as a brand synonymous with modernity and imagination. This adaptable identity system mirrors Phillips's dynamic offerings and innovative spirit, positioning the brand as a leader in unique auction experiences.

PROJECT INFORMATION

Entry Type: Single Entry

Channel: Cross-Media

Primary Role of the Designer: Designer as change agent

Client Relationship: Unknown (NA) / Other (if other, please explain) Contract/scope-based

Intention of the Project: Re-launch, redesign, or update of an existing product, service or program

Development Budget: Decline to state

Production/Execution Budget: Decline to state

Source of Funding: Client

Typefaces: Distinct Display, Distinct Text (custom typefaces by Base Design and Matthieu Cortat)

Paper:

Materials:

CREDIT INFORMATION

Creative Director: Min Lew

Art Director:

Designers: Ji Park; Shirlin Kao

Researchers:

Developers: Artem Lyustik

Copywriter:

Illustrator:

Photographer:

Printer:

Producer:

Other Credits: Mikey Kelly - Motion Designer; Jun Hong - Senior Designer; Matthieu Cortat - Typography; Tanguy Vanlaeys - Type production; Sarah Labuda - Strategy Director; Harry Laverty - Senior Account Lead; Jeffrey Waldman - Senior Design Director; Craig Parsons - Senior Design Director; Yeon Ryoo - Senior Designer; Martin Schott - International Head of Creative, Production and Proposals; Amy Wexler - Global Chief Marketing Officer; Andy Ellis - Head of Experience Design & Research; Julie Bréthous - Lead Experience Researcher; Charlotte Adlard - Senior Marketing Manager

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