Oceanic Shade recently purchased two Australian-made cantilever umbrella/awning businesses; Revolvashade & Clevershade. Both use uniquely patented technology, high quality engineering and sit at a higher price point than its competitors, however the branding for both was amateur creating a huge disconnect. The two businesses, although very similar in engineering and design, were also not connected in any way visually.
My approach for both was to create two 'sister' brands. These two brands sit alongside each other to build recognition in the brands, but are able to be designed for and marketed using very different styles. They each have their own brand DNA. Clevershade, one of these two brands, is a premium outdoor cantilever awning, used mostly by 4WD owners. The awning design is strong, sleek and reliable. The branding needed to align itself with the product and appeal to a heavily male dominated market.
SUN + STRENGTH
These are two significant factors for both products. The sun is the reason these products exist and the strength and design is the reason these products are the best in the market. The Clevershade brandmark is created using strong geometric shapes to represent this idea. The rectangular shapes represent the strong German engineered umbrella design, and the circular shape represents the sun that is 'blocked' by the umbrella. These shapes combined create a subtle unique 'C' to represent Clevershade.
The Revolvashashade branding uses the same 'pieces' and concept but creates a subtle 'R'. The brandmark type for both has been manipulated to represent shadows cast, and the angled shapes it can create.
