Case Study: R.G. Shelley Ltd

Corporate Rebranding

Jim’s Key Role: Creative Director, Strategist, Writer, Art Director & Producer


√ Sales volume increased substantially during first and second year of this campaign.

√ Increased sales brought about the development of Medical Imaging division, which substantially increased business volumes for both Shelley and Shelley’s engineering division, Sidac.

√ Shelley has an up-to-date image in an industry not at all famous for that sort of thing and a focused corporate story well told.


R.G Shelley Limited is a distributor of high tech automation equipment. Together with their engineering arm, they are a small but formidable solutions provider to the manufacturing industry.

However, the Shelley sales force, which was excellent, was composed of vertical specialists, whom management felt could increase company sales dramatically through an education/ promotional program. This program would promote cross-selling internally and be supported by corporate materials which tied together the 4 areas of Shelley’s expertise.


An overall strategic positioning was created under the umbrella concept, “Productivity Is Our Business”. A proposal for a strong multi-divisional corporate identity program was created and approved.


Created an entire corporate package including: New logo/wordmark design, corporate colour scheme, information folder with inset company brochure and sales support materials which showcased Shelley’s supplier partners and featured a graphic which tied the company’s 4 divisions together, trade show booth, seminar invitations, small space trade ads and new stationery/business cards.

This was supported by an array of branded promotional materials from hats to pens to scratchpads.