Adelphi University

"It is my sincere pleasure to submit this letter of reference for Phoenix Design Works. Adelphi University, a private university located in Garden City, New York, recently embarked upon the most ambitious construction project in the University’s history since moving to its present location in 1929.  A cornerstone of this $113 million overall project, is a new 76,000 square-foot recreation and sports center that will become the new home for our intramural and intercollegiate athletics program, and presented the perfect occasion to embark upon a comprehensive branding and identify campaign for the Department of Intercollegiate Athletics. Understanding the importance and visibility of this project, as well as the need for an experienced team familiar with the diverse constituencies of athletics, we issued an RFP for identity concepts including a complete overhaul of the image of the Department, logos for our 20 teams, and an identity for the new sports center. Phoenix offered a compelling concept and approach right form the start. While their designs captured the imagination of the selection committee, it was their deep understanding about how to engage our student athletes, senior management, alumni, students, and faculty and staff in the redesign process to garner feedback, develop buy in, and create excitement and momentum that sealed the deal for us. Over the course of the project, PDW created a suite of assets that has allowed us to completely rebrand our athletics programs. (See attached samples of old and new logos.) Throughout the process, the Phoenix team was very responsive to our needs and delivered designs that exceeded our expectations on a schedule that was faster than we anticipated.  We had a new identity for intercollegiate athletics in under 12 weeks. Beyond their extraordinary talent and passion, it is the depth of expertise that Phoenix brought to the table that allowed this project to have legs within our organization. Although undertaken initially as a logo redesign project, Phoenix has empowered our intercollegiate athletics staff to think bigger. Prior to engaging Phoenix, merchandising and licensing was an opportunity left our bookstore vendor. Empowered by the quality of the assets and the knowledge gleaned from the Adelphi/PDW partnership, our athletics department is embarking upon a new business model that has potential to generate revenue to support their efforts. This type of planning was not part of the department’s thinking prior to their work with Phoenix, and has potential to profoundly change their operations. Our athletics program faced an additional challenge that Phoenix helped us address. Media coverage for Division II programs in a competitive media market like New York is scarce.  In order to raise the profile of our teams, the University is planning an advertising buy for our programs-the first paid marketing effort ever undertaken in the program’s history. Phoenix is working with us to build a true integrated marketing effort by developing ad concepts to support this media buy. The Phoenix partnership has been a powerful and exciting one for Adelphi University. Their creative talent, depth of expertise, and professionalism are exceptional in the creative marketplace.  I would be happy to discuss our project further and recommend them without reservation." Lori Duggan Gold, Vice President for Communications, Adelphi University

"Midnight Madness was a huge success. Thank you for all that you did. The students liked it and we look forward to next year's event. Thanks again for everything!" Georgette D. Brown, M.A., Event Manager/Special Projects Assistant, Adelphi University Center for Recreation & Sports