Our Work / Shiny Day

Rebranding an Online Travel & Lifestyle Channel

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The Background

Shiny day is an Online Travel & Lifestyle Channel producing original content on topics including travel, property, cooking and beauty. The online channel features original and engaging content that reflects real life, resonating with viewers looking for relatability and authenticity.

As well as captivating a broad audience, Shiny Day provides its commercial clients and brand partners a platform to engage with an informed audience in an era where viewer attention spans are waning.

The Brief

We began by auditing the existing brand and its touch points which led to an amendment to the brand name and a reinterpretation of the brand’s positioning. Subsequent to this, we felt the brand’s visual identity didn’t truly reflect the fun and relatable personality of the brand and we were challenged to develop a new logo design and apply this to key online channels.

Brand Research & Insights

From a strategic brand workshop with the two directors, the following insights informed our strategic recommendations:

– Shiny Day is an online travel and lifestyle channel, it is not terrestrial television.

– Shiny Day reflects real life, it is not ‘reality tv’. Shiny Day’s original content is reflective of their unique point of view and will resonate with viewers looking for authenticity.

– Shiny Day will have a diverse roster of programmes that will appeal to a broad audience, including travel, property, cooking and DIY.

Brand Strategy 

 

Brand Name

We felt the previous brand name ‘Shiny Day TV’ was holding the brand back. As it is an online travel and lifestyle channel and not on terrestrial television, featuring ‘TV’ in the name miscommunicated its platform of delivery and would confuse its target audience. Shiny Day is an ideal name on its own as it communicates ‘brightening up your day’ with original and relatable content that entertains and informs.

Brand Positioning Message

 

Online Travel & Lifestyle Channel

 

As Shiny Day builds brand equity throughout its formative years, we proposed positioning the brand around its specific category. This message is to ensure Shiny Day becomes synonymous for being an online channel that focuses solely on original travel and lifestyle content.

Brand Identity Design

 

Condensed Font Style

We chose a condensed style font set in capital letters. Capital letters communicate strength. Each letter is crafted to evoke a sense of fun. The cross bars of the ‘H’ and ‘A’ follow on from the angle on the bottom curl of the ‘S’ creating a sense of balance. Set at an incline, sloping upwards evokes a sense of forward momentum and positivity.

‘Sunlight’ Shadow & ‘Screen’ Encapsulation

Adding a shadow communicates the presence of light: the Shiny Day-light. The rectangular encapsulation represents the screens through which the audience engages with the channel.

Playful Colour Suite

The energy and excitement of red is complemented by the serenity of the light blue hues. The colour combination is playful and contrasts well with the structured typography.

Logo Formation Sketches

 

Brand Activation

Marketing Solutions Delivered

Brand Strategy 

 

  • Market Research & Analysis
  • Strategic Brand Workshop
  • Customer Segmentation
  • Brand Name
  • Brand Positioning
Brand Design 

 

  • Brand Identity Design
  • Brand Identity Guidelines
  • Social Media Graphics