Refreshing visual identity to align with the core brand purpose and philosophy.
Shine works with global brands, focusing on gender equality within organisations, helping them to become more open, more connected and more collaborative. Over the past ten years the conversations about gender and equality have shifted to include both men and women. As a result Shine’s workshops and training have become more inclusive and it was time to realign their visual branding.
After defining the key pillars of the brand as transformative, credible and human, we did a detailed audit of the old branding. Any visual assets that did not support these pillars were re-looked, while simultaneously honouring the visual legacy of the pre-existing brand to ensure the design remained recognisable.
Developing on the pre-existing logo design, we retained the handwritten signature style which captures the authenticity and "human-ness" of Shine. We refined its structure and letterforms to improve the balance, legibility and flexibility. The updated curves in the revised logo add rhythm to the design and the accented dot, which represents the "shine" in Shine, became the foundation for the extended visual identity.
Inspired by the dot in the logo, the extended identity includes bold, simple shapes. These shapes are used to create distinctive illustrations or used in combination with photography for emphasis. The illustration style is applied to a flexible icon style which can be used across digital and print media. The boldly energetic illustrations are used as headers on the website and animated to add energy to the design.To view the full web experience visit www.weareshine.com
With conversations around inclusivity and gender balance always shifting, Shine recognised that their visual identity needed to realign with their core message.
The colour palette, graphic devices and art direction combine to create a visual identity that is intrinsically Shine. It feels transformative, human and credible.
