Phoenix Group
Rising to shape the future economy
Location:
Client:
Phoenix Group
Type:
Why?
Insight
Thriving in the volatile crypto mining market, Phoenix Tech has earned a reputation for exceptional performance across the UAE and beyond. With a loyal customer base, Phoenix Tech aimed to leverage this trust while expanding into other sectors. The brand needed to balance its crypto success with the volatility and polarized views surrounding it. By diversifying its portfolio, Phoenix could spread risk, identify new opportunities, and expand its market share. Brash was brought in to help the company go public, making Phoenix Tech’s offerings easily understandable for investors.
Phoenix was positioned not just as a leader in crypto but as a beacon of innovation, guiding the way toward a decentralized, prosperous tomorrow, with a team that connects the dots and thinks outside the box.
What?
Idea
While crypto forms a significant part of Phoenix Group’s portfolio, the brand narrative sought to amplify its broader impact, aligning with Abu Dhabi’s vision of future growth. We crafted a story of resilience and reinvention, drawing from the symbolism of the phoenix rising from the ashes. This narrative spoke to the idea that when the dust begins to settle, a new, powerful brand emerges from the horizon of the Middle East, ready to inspire confidence in the future economy. With the tagline “We make you live, learn, and earn more,” Phoenix promised to deliver optimal returns across all sectors, establishing itself as the partner of choice for future growth.
Why?
Impact
Phoenix Tech achieved IPO status in 2023, marking a historic moment as the first privately owned crypto and blockchain entity to be listed on a Middle Eastern stock market. The company’s $370M IPO allowed it to trade on the Abu Dhabi bourse. Phoenix Group’s successful IPO is a testament to its vision of empowering stakeholders, promoting economic stability, and driving growth. The IPO was priced at a 14.8x 2023e annualized PE, offering investors a unique opportunity to invest in a modern digital asset mining company at an attractive valuation.
