Rainbow Shade

Scope: Brand strategy · Logo design · Visual identity · Colour system · Custom illustration · Photography direction · Signage · Vehicle wrap · Website design

Rainbow Shade had a good product in a crowded market. The brief was to build a brand that stood apart from the visual noise of the outdoor products industry — something bold enough to be noticed, considered enough to be trusted.

The design thinking started with the logo. Rather than reaching for obvious shade-related imagery, Studio Joel found the answer within the brand name itself: a shade star icon hidden in the negative space of the letter 'B' in Rainbow. It's the kind of mark that rewards attention — once you see it, you can't unsee it.

From there, the identity was built out in full: a bold colour system to distinguish between product lines, custom illustrations and photography to capture the feeling of Australian outdoor living, business cards, signage, a vehicle wrap, and a website where the shade star icon was repurposed as a structural content element — a connecting tab that pulled the layout together.

This is a local business that got a world-class brand — one that works on the side of a van and on a showroom wall equally well.