Lift is an internal program to develop senior employees to next level leaders of PHOENIX. PHOENIX is a leading pharmaceutical trader in Europe with over 39.000 employees. The integrated health care provider ensures that prescription and over-the-counter medicines always get to the right place at the right time in 27 countries. „Taking ownership locally to inspire change globally“ is the central message of this top talent program. The fresh and modern branding is addressed to the people with an entrepreneurial spirit and to support them with a lift. The logo is a dynamic shape that spins off and communicates the idea of bringing together global & local to create cross-market collaboration. The imagery is based in the field of aviation to support the aspect of LIFT to overcome silo-thinking and to be open-minded in a strong market.