Branding & Strategy

Not every branding project starts with something new.

More often, it starts with something already in motion – a business that’s grown quickly, a product gaining traction, or a brand that no longer reflects where it’s heading.

In some cases, the foundations were never fully defined.

In others, they’ve simply been outgrown.

Branding isn’t just about how things look.

It’s about how everything connects – what you stand for, how you’re understood and why people choose you.

Done properly, it creates alignment internally and confidence externally.

What matters isn’t where you start.

It’s how seriously you approach what comes next.

Brand Strategy

Naming

Visual Identity

Messaging & Tone of Voice

The process usually starts with a conversation.

We look at where you are, what’s working, what isn’t – and where you want to get to.

From there, we build a clearer picture of what your brand needs to do for your business, your audience and your next stage of growth.

Sometimes that means defining a stronger position.

Sometimes it’s sharpening what’s already there.

And sometimes it’s finding a more compelling way to express it.

We don’t overcomplicate things, but we don’t cut corners either.

The thinking is thorough, the detail matters, and the end result needs to stand up commercially as well as creatively.

We’re often brought in when:

A business has grown faster than its brand

A product or service needs its own identity

Messaging no longer reflects the reality of the offer

A brand needs to reposition for its next phase

Brand Strategy

Before anything changes, we take a step back.

We define what your brand needs to stand for now – not where it started, but where it’s going.

Positioning, audience, proposition and structure all come together to create a clearer foundation for what comes next.

Naming

Finding the right name is rarely straightforward.

It needs to work commercially, strategically and creatively – something distinctive, meaningful and built to last.

We explore, test and refine until we land on something that feels right and works hard in the real world.

Messaging & Tone of Voice

What you say – and how you say it – shapes perception.

We bring clarity to how you communicate, aligning messaging with your audience, proposition and commercial goals.

The result is a voice that feels natural, consistent and confident across every touchpoint.

Visual Identity

This is where everything starts to take shape.

We create visual identities that feel distinctive, considered and built to last, bringing typography, colour, imagery and layout together into a cohesive visual language.

But it’s never just about how things look.

It’s about how they work across different audiences, environments and experiences.

Individually, each of these elements plays its part.

Together, they create a brand that feels aligned, distinctive and ready for what comes next.

Branding Success Stories

No two branding projects are the same, but they all share a common goal – helping organisations communicate more clearly, stand apart from competitors and build stronger connections with the people they want to reach. Here are a few examples of that approach in action

Branding In Practice

TE Connectivity

Naming the next generation of electrification

As TE Connectivity prepared to relaunch its Hybrid and Electric Mobility Solutions portfolio, it needed a distinctive, memorable name that could differentiate its offer and establish itself across global markets. HIVONEX – derived from High Voltage Next Generation – provided the platform for an integrated global launch campaign, bringing complex technology to market with clarity and consistency.

Created the HIVONEX name to differentiate and protect TE’s offer
Developed a distinctive visual direction for the new portfolio
Simplified complex technology through compelling launch content
Created a scalable campaign toolkit for global rollout

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“I’ve been working with the team for several years but for this special project, our goal was to protect and differentiate our offer on the market – with creativity! We have just launched our new name and have already seen a good level of adoption, both internally and externally. Mission accomplished!”

Juliette Delforge

Senior Manager Integrated and Product Marketing,

TE Connectivity

Branding In Practice

WildLens

Creating a distinctive brand for conservation storytelling

WildLens brings together conservation, exploration and storytelling to connect audiences with the natural world. We created a distinctive identity combining the idea of a camera lens with the shape of a globe, supported by positioning, messaging and motion assets designed to help the new YouTube channel stand out and inspire audiences to tune in and take action.

Developed and refined the WildLens name and positioning
Created a distinctive visual identity and logo mark
Developed the strapline ‘Buckle up for an untamed adventure’
Brought stories to life through animation and motion graphics

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“What we are unable to do, Shine does for us – they do all the thinking, coming up with innovation and creativity to let our brand SHINE!”

Paul Gardiner

Founder, WildLens

Branding In Practice

Bear Grylls Survival Academy

Building a distinctive identity for Bear Grylls Survival Academy

Our relationship with Bear Grylls Survival Academy began at its launch in 2012, when we were appointed to create a distinctive identity for the new survival experience business. Designed to connect with the wider Bear Grylls brand while establishing its own personality, the identity has evolved as BGSA has expanded globally.

Created the original Bear Grylls Survival Academy identity and logo
Developed distinctive identities for its survival course programmes
Applied the identity across experiences, merchandise and marketing
Ongoing creative partnership as BGSA expanded globally

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“BGSA have worked with Shine Creative since our launch in 2012. They have since become an integral part of our wider team, having guided and advised us through multiple brand developments – all of which have proved to be an entirely stress-free experience because we knew we were in great hands!”

Kirsten Lovemore

Communications Manager, Bear Grylls Survival Academy

Branding In Practice

Big Digit

Repositioning proven logistics technology for a new market

Built on established logistics software, Big Digit needed a brand that could appeal to ambitious ecommerce businesses without losing credibility with larger logistics providers. We created a confident new identity, strategic messaging platform and website designed to communicate scale, progression and performance.

Repositioned proven logistics technology for a broader commercial audience.
Created a confident visual identity and playful messaging built around scale and growth.
Developed distinctive product identities across the Big Digit software suite.
Built a digital platform serving both ecommerce brands and 3PL/4PL audiences.

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Branding In Practice

Dermatonics

Taking specialist footcare from podiatry clinics to the high street

Dermatonics wanted to take its Natural Care footcare range beyond the podiatry market and into mainstream retail. We created a fresh new visual identity and launch campaign that helped the range stand out on shelf – contributing to its expansion into Boots, Superdrug and Amazon, and distribution across more than 30 countries.

Now stocked by Boots, Superdrug and Amazon
Available across more than 30 countries
Natural Care range now accounts for half of Dermatonics’ sales
Identity rolled out across packaging, advertising and point of sale

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“The green and gold range stands out brightly on our shelves and now accounts for half our sales. We will be forever grateful to Sam and her team for the contribution they made to its success.”

Greg Andrell

CEO, Dermatonics

Branding In Practice

Terra Nova Create

Creating a distinctive identity for regenerative destination development

As Terra Nova Create evolved into a consultancy specialising in regenerative destination development, it needed an identity that reflected its unique blend of conservation, architecture and hospitality expertise. Inspired by the African dung beetle, we created a distinctive visual system rooted in regeneration, resilience and renewal, designed to support its ambitions on a global stage.

Repositioned the identity around TNC’s specialist regenerative expertise
Created a distinctive marque inspired by the African dung beetle
Developed a flexible visual system across digital, print and presentations
Established a stronger platform for the consultancy’s global ambitions

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“We really enjoyed the process from start to finish. Thank you for bringing the idea to life in such a considered way. The identity feels true to what we stand for and gives us a stronger platform for the future.”

Paul Gardiner

Founder, Terra Nova Create

Branding In Practice

FloxMind

Building the brand behind a new era of robotics intelligence

FloxMind is a Robotics-as-a-Service company bringing together robotics, AI and data through one intelligent platform. With ambitions to define a new category in robotics intelligence, we created the FloxMind name, positioning and brand, drawing inspiration from the collective intelligence of flocks and shoals to create a distinctive visual language that stands apart in the technology sector.

Created the FloxMind name, positioning and brand strategy
Developed a distinctive visual identity inspired by collective intelligence in nature
Created messaging and tone of voice to communicate complex technology with clarity
Designed and developed a website to engage investors and enterprise clients

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“Shine has been an incredible partner in helping us rebuild and redefine the FloxMind brand. Their creativity, professionalism, and deep understanding of our vision translated into a refreshed identity that truly reflects who we are and where we’re heading. We’re grateful for their dedication and the outstanding results they delivered.”

Yanwen Chen,

Founder & CEO, FloxMind

Branding In Practice

Langdon Customs & Excise

Helping a customs and excise company create a memorable brand

With nearly 40 years of expertise in customs and excise software and services, Langdon needed a brand that reflected its authority and ambition. A clearer market proposition, refreshed visual identity and stronger digital presence now communicate that expertise with greater confidence, helping attract new leads while supporting continued growth.

Defined Langdon’s brand positioning, messaging and tone of voice.
Created a distinctive visual identity reflecting the next stage of the business.
Developed a lead generation website supported by SEO and ongoing optimisation.
Ongoing content and digital strategy spanning web and social media.

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“We’ve had so much positive feedback on our recent branding, marketing and content efforts, and following 18-24 months of work together on our messaging, this is the proof it’s really paying off! A huge credit to the Shine team.”

Sam Richardson,

Commercial Director, Langdon

Branding In Practice

SpeedX

Building a brand ready for rapid growth

As last mile logistics provider SpeedX grew, its brand no longer reflected the scale or ambition of the business. A refreshed strategic positioning and visual identity gave the company a stronger platform for growth, bringing greater clarity, consistency and confidence across every touchpoint. Designed to engage multiple audiences and scale with the business, the new brand helps SpeedX communicate who it is today, and where it’s heading next.

Defined SpeedX’s positioning, messaging and tone of voice.
Created a scalable visual identity and brand toolkit.
Rolled out consistently across digital, presentations and marketing assets.
Supporting the evolution of the SpeedX website as a primary lead gen tool.

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Branding In Practice

Natural Born Runners

Bringing conservation to new audiences through adventure

Natural Born Runners is a YouTube series combining running, conservation and storytelling to inspire a new generation of nature lovers. Aimed at younger audiences who may not engage with traditional wildlife content, it needed an identity with energy and impact. We created a vibrant visual brand and motion toolkit that brings its stories, locations and running adventures to life.

Created a bold, youthful identity designed to engage new audiences
Developed a distinctive logo and vibrant illustrative style
Built a flexible visual toolkit for digital and video content
Used animation and motion graphics to bring running routes and remote locations to life

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“Working with Shine over the years has been an incredible journey. Their creativity, innovation and bold ideas truly help to elevate our brands into the stratosphere. It’s been a joy to work with them on Natural Born Runners and witness our vision come to life”.

Paul Gardiner

Founder, Natural Born Runners