PHS
A cleaner, smarter brand for tomorrow.
The Challenge —
PHS Group came to us with a clear brief: help shape the domain architecture behind a group-wide digital transformation – a real meaningful moment in the organisations growth. The transformation would span every brand, sub-brand, marketing channel and customer journey. The task was to protect brand and domain authority while making it effortless for customers to navigate – and cross-sell – across the portfolio.
Our Approach —
We started with understanding, not assumptions, conducting stakeholder interviews and internal workshops to give us a clear read on how each brand functioned and how customers actually perceived them. The findings pointed to one thing: the external offer needed to be instantly understandable. ‘Group’ – a term the business loved internally – didn’t offer and value to customers externally. Our recommendation: drop it, and let the brand own its most recognisable asset outright – the yellow lozenge seen in washrooms across the UK, Ireland and Spain. This wasn't a cosmetic fix, it was the first move in aligning brand strategy with business strategy, and setting a clear vision for what PHS could become.
The Solution —
A new brand framework.
A cleaner, simplified brand architecture.
A future-facing brand and digital vision.
We gave PHS a strategic and creative pathway to a future brand – one built for differentiation, stronger sales performance across the group, and sharper customer journeys. Beyond the strategy, we equipped their in-house team and third-party partners with the tools to roll it out.
“Working with the team at Mono has been an exceptional experience from start to finish. They quickly became a true extension of our own team – easy to collaborate with, proactive, and fully invested in our vision. They engaged thoughtfully with all key stakeholders, including our executive team, ensuring every voice was heard and aligned throughout the process.
What impressed us most was their ability to not only meet the brief but challenge and push it in all the right ways. Their strategic thinking and creativity helped us reach an end result that went beyond what we originally imagined. We couldn’t have asked for a more dedicated or insightful partner.”
Kelly Greenaway
Head of Marketing and Digital, phs
A clearer, more confident tone of voice became a cornerstone of the new visual framework. Combining snappy headlines with bold typography allowed communications to get straight to the point, without losing the personable touch unique to PHS.
Alongside tone of voice updates, imagery was selected to shift focus away from PHS people and onto customers, ensuring their customer focused service remained front and centre.
Central to the visual framework and brand architecture work was digital transformation, bringing their website, and wider digital presence, inline with the creative vision.
With the core brand assets simplified, the sub brands received the same treatment. We developed a simple system for sub brands, removing superfluous detail in favour of clarity.
Our work with PHS culminated in the development of a comprehensive style guide, ensuring their in-house team had all the tools needed to effectively roll out the 2026 brand vision.
