Inshade
Branding
The result
The final deliverables included: A5 leaflet (double-sided), foldable card with sunglasses insert, “refer a friend” mini leaflet, magazine and newspaper adverts, social media graphics, website banners, roll-up banner. The campaign gave the brand a more personable identity and was well received both internally and externally. The project also demonstrated how a small initiative could evolve into a cohesive and multi-platform campaign.
The solution
After exploring several directions, I proposed a simple storytelling approach using two cartoon characters: Playful Shadeand Angry Sun. This visual dynamic helped to soften the brand’s image and clearly communicate the product’s benefit. The idea was positively received, and I worked closely with Inside’s team to refine the characters and adapt the visual language across the entire campaign.
The client
Inside is a UK-based company specialising in the design, production and installation of high-quality conservatory sail blinds. Their solutions are tailored, modern, and engineered to improve comfort by reducing heat and glare. Visually, the brand has traditionally maintained a clean, minimalist and technical aesthetic, with a focus on function.
The challenge
My task was to propose a concept that would feel fresh and engaging, while still fitting their existing brand tone. It was also important to stay in close contact with their in-house team, adapt to multiple formats, and keep consistency across all materials.
The objective
The goal was to create friendly and approachable summer marketing materials to increase brand awareness and highlight the benefits of Inside’s sail blinds. The first task was to design a double-sided A5 leaflet, but as the concept proved successful, the campaign expanded to include a variety of other print and digital formats.
Project steps
Visual benchmark | Competitor analysis
Sketch | Ideas
Refinement | Adaptation
Project preview
Visual benchmarking
Reviewed InShade’s existing materials and tone of voice to understand their brand positioning and visual limitations. Their communication relied heavily on product imagery, used a calm and minimalistic design language, and incorporated a light blue palette, which is professional but emotionally distant.
Competitor Analysis
Analysed summer campaigns by similar companies. Many relied on lifestyle photography or technical benefits. I noticed an opportunity to stand out by using simple storytelling and light humour, something not typically seen in this niche.
I focused on how to introduce warmth and friendliness without clashing with the brand’s clean image. The key was to find a tone that would feel more personal while still looking refined.
Research
01
Exploration
I started with some layout ideas based on their brief, but most of them felt too safe and didn’t really stand out. I paused and asked the client what message or feeling they truly wanted to express. After discussing it in more depth, we agreed that one of the simpler layouts had potential, but only if we could make it more customised and distinctive.
Ideas
During our conversation, the team mentioned the idea of using mascots. That unlocked a new creative path. I began developing character concepts and asked myself if I could use the sail shape from Inside’s logo as a base, and that’s how the first version of the Shade character was born. I then introduced the idea of the Sun as a bold, intrusive counterpart. This character-based metaphor helped visualise the product’s function in a fun, relatable way: the ‘Angry Sun’ trying to burst into the space, and the ‘Playful Shade’ joyfully defending it. I also began testing colour contrasts early on, keeping Inside’s blues, while introducing warm oranges and yellows to visually represent the tension between the two.
Concepts
02
Refinement
After choosing the direction, I focused on refining the illustrations of the Sun and the Shade. I gave them stronger, more expressive features. The Sun became exaggerated and slightly chaotic, while the Shade stayed calm, cool, and friendly. The goal was to create a visual dynamic that clearly communicated their personalities without needing too much text. I kept the shapes clean and minimal so they would work across different sizes and mediums.
Adaptation
The first leaflet received a really positive response, and the client asked if we could extend the concept to more materials. I adapted the design to different formats, including magazine ads, roll-up banners, a “refer a friend” leaflet, and even a mini version with sunglasses attached for letterbox delivery. Each piece needed slight layout and content tweaks, but the core idea and visual language stayed consistent throughout the whole campaign.
Development
03
Final Delivery
04
SHORTCUT
SOCIAL MEDIA
LEGAL INFORMATION
CONTACT
KIK Design