A contemporary, artisan-crafted furniture company—creating work for commercial, hospitality, and residential spaces made in Los Angeles.
Founded in 2000 in Los Angeles, Phase is a contemporary, artisan-crafted furniture company. They design work for commercial, hospitality, and residential spaces worldwide. Lead by the designer Reza Feiz. They believe in a partnership with their fabricators and celebrate this partnership, allowing for a close collaboration to turn their imagination into reality.
Inspired by the work of the Modernist masters, they strive to elevate basic forms to their most beautiful and compelling. They believe there is strength in simplicity and that quality essentials will always be enduring and memorable. Striping away the excess until what remains is universal, pure, and iconic.
After 20+ years in business, the Phase team approached Mast to help craft an identity that paid homage to Los Angeles and the simplicity of their work.
Inspired by the rich history of LA; modernism, signpainting, artistic movements, organic design, and skilled craftspeople. Paying homage to this history was paramount, which was necessary for the brand’s authenticity. We started with the vision that the brand should be created and viewed through the lens of simplicity, taking historical cues and implementing them through modern methods.
By pursuing LA personality through the lens of modernity and simplicity, we developed a truly unique and memorable brand for the future of Phase.
This wordmark has a seriousness and connection to Los Angeles that was not present before—creating a unique and impactful emotional mark. A strong wordmark that balances the soul of the past with the modernity of the present— a truly unique and iconic mark with the heart of Los Angeles at its core.
When necessary, the brand can exist in its more simple form and still convey the history and personality of Phase.
“Stripping away the excess until what remains is universal, pure and iconic.”
This guiding principle of Phase served as inspiration for the buildout of the system. Combining the type, color, and linework in a restrained manner creates a suite of assets that can strengthen brand buildout for years.
When designing the symbol, we were stuck by the simple beauty of their linework drawings for each product. We utilize these drawings for both informational and stylistic use cases. On product tags and brochures they create a direct connection to the products and the artistry behind them.
For the website, we collaborated with Howells Studio to create a beautiful, functional site. One that showcases the work in a striking manner while allowing designers and buyers to find the products they are looking for quickly.
Ensuring it’s a stunning display of the work that is highly functional.