A New Global Brand for SHI

  • Brand creation
  • Logo design
  • Internal and external branding
  • Brand guidelines
  • Social post designs
  • Messaging

There aren't many companies that can say they are a billion dollar company that has one sole owner.

No investors, no shareholders - just one successful lady owner called Thai Lee.

So, when we got the call to discuss about rebranding SHI, we were quite intrigued. We were aware the company's brand identity has been around for more than 10 years. The owner of the company also designed and approved it herself. This can bring its own set of challenges with the emotional connection to the brand.

The challenge

Logo design

Starting out, we had to understand the shift that SHI’s business direction had taken recently.

SHI builds on being a computer reseller and a very successful one too. Now however, they were more than a reseller. They provided a range of managed services in the computer and IT space, and this needed reflection in the new brand style.

It was clear that we needed to modernise the brand. This would include every aspect of the brand identity from the messaging and logo to a complete overhaul of the visual identity.

Our starting point was the logo.

Due to the history of the existing logo, we wanted to come up with some design options that had a connection to it.

Upon breaking down the current logo, you could say it had these 3 elements that formed the logo. Bold fonts, a looping icon and a bold colour palette. Our task was to find a way to bring these design styles into the new logo, but with a modern take on them.

We also worked with the SHI team in defining the new messaging to use in correlation with the brand. SHI are notorious for being a company that will always go the extra yard for their clients. This is the tone we wanted to express in the messaging. We wanted to be personal, fun, yet professional. The strapline to represent the brand was "We’re SHI, and we’re ridiculously helpful".

SHI old logo SHI old logo
SHI logo creation SHI logo creation

The presentation

Corporate brand identity

We came up with a series of logos and visual identities to compliment the logos.

Each of the brand styles we opted for a very bold colour palette and modern typography application. The brand needed to feel fresh and new.

We submitted ideas to the client. After that, we worked with the SHI marketing team in defining the brand until they were happy with the final designs.

They chose the design that was our preferred choice too at Form. That’s not to say the other ideas we submitted were not liked. It was just good to know all parties agreed on the same brand identity option.

Initial Pitch layouts SHI Initial Pitch layouts SHI
Initial Pitch layouts Initial Pitch layouts

Next steps

Marketing material

Now that we had a chosen brand, it was our job to apply the new brand to SHI’s various touch points.

These cover a wealth of material, online and offline. This included the company website, decks, social media posts, brochures, factsheets, stationery, videos and more.

SHI had just moved into lovely new premises in Denver. This gave us the opportunity to bring the offices to life with the new brand visuals. Working with the internal team we set about planning the areas to brand. This included a variety of different types from backlit, through to neon signs in the new brand. We also worked with the signage teams in coming up with a variety of different signs that we could use externally and internally in the building.

Web Design SHI Web Design SHI
SHI brand style SHI brand style
Stationary web Stationary web
SHI brand creation SHI brand creation
SHI Website Branding SHI Website Branding

The launch

Brand application

Whilst the brand was in development, SHI did not reveal it until the launch day.

SHI held an event to launch the brand to their staff, which they streamed live to their numerous global regions around the world.

The company has embraced the new brand identity very well. This was a project we were extremely happy to work on with SHI and, in particular, working with Matt Fisher, VP of Marketing at SHI.

When we first started the project, we weren’t convinced we would get the new brand approved and across the line. As mentioned previously, the existing brand had been around for a very long time, with emotional connections to it. So, to see the new brand launch and be so well received was an exceptional close to a project.

Working with Form brought fresh new thinking to our brand, as well a deep respect for our company’s 33-year history. The result is a bold, new look that is both eye-catching but also sympathetic to the brand and logo it replaces. It is a credit to the designers at Form that they were able to create this balance. I am also grateful that the entire process was completed in record time; we could not have achieved such a large-scale rebrand in just six months without Form’s commitment to the project.

Matt Fisher – VP of Marketing SHI

A little bit more about SHI

Branding for a fintech company

SHI International Corp are a global provider of technology products and services to businesses of all sizes.

SHI company are dedicated to delivering innovative technology solutions that help clients streamline their operations, increase productivity, and achieve their goals.

With over 30 years of experience in the industry, SHI International Corp have established itself as a trusted partner for businesses seeking high-quality technology solutions. They offer a comprehensive range of products and services, including software licensing, hardware procurement, cloud solutions, and cybersecurity services.

At SHI International Corp, they understand that every business has unique technology needs. That's why working closely with clients to develop customised solutions that meet their specific requirements. A team of experts has the knowledge and experience to help businesses navigate the complex world of technology and find the solutions that work best for them.

They take pride in their commitment to customer satisfaction and provide exceptional support to their clients throughout the entire technology lifecycle. From initial planning to implementation and ongoing maintenance, they're here to help businesses achieve success through technology.

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