PHÖNIX – TRAINING FOR LIFE

‘Phönix – Training for Life’ runs basketball training sessions in Austrian prisons to help rehabilitate people in custody. Using the power of sport to teach inmates how to develop life skills such as determination, fair play and motivation, the organisation helps them reintegrate into society more easily. Through its work, Phönix enables a path back to life — a path to freedom and responsibility. How does one talk about a second chance without sugarcoating it? The overall appearance of ‘Phönix – Training for Life’ blends animated imagery with a strong visual identity to produce a consistent brand experience. Design as mediator: The image film accompanies an inmate from verdict to resocialisation. With its style of animation, emotional distance and closeness are created simultaneously, which makes it possible to discuss resocialisation without passing any form of judgement. The brand look gives the project a strong identity, turning it from a niche project into a charismatic movement. Both the film and its look are intertwined, proving that design is effective in breaking down stigmas and raising social awareness of important issues.