A semiconductor company tackling one of the most entrenched and urgent challenges in the microelectronics sector — the shortage of domestically manufactured legacy chips critical to our national security and industrial base.
Phoenix Semiconductor was working on a website refresh when an upcoming partnership announcement accelerated their timeline. They needed to quickly pivot their website content and visual identity to better meet their brand awareness and marketing needs.
CHALLENGE
The original website was built in a few weeks to act as a digital presence for investors. After receiving their funding, the website and their visual identity needed to pivot to market to their potential customers. An upcoming partnership announcement also meant they needed to act quickly to modernize their website and further establish their industry credibility.
SOLUTION
A more robust website was developed to position Phoenix Semiconductor as the pioneer in legacy chip production. Their new website also showcased a polished visual identity that brought the Phoenix concept to life. Content was updated to include industry solutions, additional engineering and product details, and resources focused on innovation in microelectronics longevity and obsolescence management.
RESULT
Phoenix Semiconductor’s new website was turned around in under 12 weeks. The updated website is now easily editable, and content aligns to their target markets and their evolving needs. Potential customers who find them on AVNET’s website now have a resource to learn about their legacy chip offerings and feel confident in ordering samples.
Visual Identity
Phoenix Semiconductor’s logo was not changing, but they needed an updated visual style that set them apart from other semiconductor companies. As legacy chips are not cutting-edge technology, the visual identity was pushed to have a balance of technicality and simplicity that took inspiration from retro design. A simpler neo-grotesque headline font was chosen that eluded to timelessness and stability, while a modern condensed sans-serif chosen for the body content gave a nod to system and OCR fonts. The color palette was expanded to build on top of the colors already defined in their existing logo mark and guidelines.
Website
To speed up website delivery, a full-day collaborative workshop was held upfront to align both teams on wireframes and content strategy. Once the site map and structure was agreed upon, the new visual identity was applied to the wireframes. Content and imagery were added in real-time as the teams worked together to adjust section layouts and share progress. This approach allowed pages to be approved quickly before moving into development.
”Working with The Label Collective on our website redesign was an absolute delight. Their team brought a rare combination of professionalism, creativity, and collaboration to every step of the process. They truly listened to our goals, translated them into a beautiful and functional design, and delivered the project on time and on budget. The project exceeded our expectations and the end result positions our company for future growth.
Caroline KazmierskiVice President, Marketing & Communications, Phoenix Semiconductor Corporation
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