The Phi Centre lies at the intersection of future art + technology. Established in 2007, it’s a major artistic and cultural institution in Montreal.  Divided into 3 entities, Phi is —the Phi Centre, the Phi Foundation, and the Phi Studio. The new brand identity, created by Studio Feed reflects the focus of each while bringing them together into a cohesive space.  Alongside the rebrand a motion design system was created, establishing a language of movement for each and a vision for the whole.