Giving an SHI sub-brand enough independence to stand on its own.
When SHI launched StrataScale to serve Fortune 500 organisations, the new business needed a distinct technology identity while still borrowing the trust and recognition of its parent.
Create enough difference to justify a new brand, without pretending the parent relationship does not matter.
StrataScale needed to communicate a specialist cloud and technology proposition to a large-enterprise audience.
The brand therefore had to feel confident and independent, while retaining selected cues from SHI through colour, type or visual language.
Use the parent brand as a strategic connection rather than a visual template.
Early identity concepts explored cloud technology and digital transformation while retaining deliberate references to SHI.
The strongest direction became the basis for a fuller identity rather than simply a modified parent logo.
A closer look at the project.
Build the identity out before the business goes public.
Colour, typography, graphics and imagery were established for website, online/offline collateral and campaign use.
The resulting brand launched as a complete proposition rather than a logo waiting for applications.
A sub-brand distinct enough to lead its own proposition and connected enough to benefit from SHI.
StrataScale launched in 2020 and went on to grow as an independent part of the wider SHI organisation.
