Website — Homepage
Full brand repositioning to move a spraying business from residential trades into commercial property — new strategy, identity system, and website from the ground up.
Website — Homepage
Shades had the capability to take on large commercial contracts — the brand just wasn't saying that. The existing identity positioned them as a local residential trades business. The brief was clear: reposition completely, build an identity that commands commercial credibility, and create a website that converts larger clients.
That meant building everything from scratch. New brand strategy, new visual identity, new website — all aligned to a single goal of market repositioning.
The core strategy for Shades was a conscious move away from residential aesthetics towards B2B commercial reliability. Commercial contractors look for precision, scale, and professionalism over friendliness. They need to know immediately that the team stepping on site has the capacity and capability to handle large-scale volume.
We mapped out an entirely new brand strategy focused exclusively on commercial proof. That meant rethinking the entire visual language to signal industrial reliability rather than local charm. We stripped back the clutter and built a clean, modular system designed to live natively on large site assets—from commercial vans to heavy machinery.
We structured the messaging around four core pillars: capable of handling extensive sites, exacting precision in execution, deep sector expertise, and structurally built for seamless retainer contracts.
The old logo was a casual script — it read as friendly, local, and residential. The new identity needed to signal precision and professionalism at a glance. The custom colour swatch icon is a direct reference to the craft: spraying is about colour, finish, and precision. Paired with an uppercase wordmark, it positions Shades as a serious commercial operator.
The purple and gold palette was retained from the original brand for continuity, but refined and elevated — moving from flat informal colour to a purposeful, high-contrast system that works across every touchpoint.
Previous logo
New identity
The website was designed and built across all pages — structured to move a commercial visitor from awareness to enquiry. Dark background, structured grid, strong typography hierarchy, and real project photography throughout. The content strategy was built around commercial proof: work for commercial properties, residential premium jobs, and the van out on site.
Commercial credibility comes from showing it. The rebrand needed to be backed by real commercial project photography — proving the capacity to serve established, large-scale commercial retail clients like Iceland.
Since rolling out the repositioning strategy and deploying the new identity, Shades has successfully secured significant commercial work and contracts. The brand now actively communicates capability and scale, directly translating into solid B2B inquiries.
*Note: The existing van livery design featured wasn't created by Studio Kaiso, but the photography is used to establish scale.
Following the rebrand and website launch, the client retained Studio Kaiso for ongoing online services — a direct signal that the work delivered what it promised.
"A fantastic service was provided for my company to progress online and promote ourselves using online tools. Highly recommended and will continue to use for all of our online services."
