SHARKSKIN

Sam led the ongoing evolution of Sharkskin’s visual identity, strengthening the brand’s technical positioning while building a cohesive and scalable design system.

The project focused on refining core brand assets, clarifying product tier architecture and formalising visual standards across packaging, digital and retail applications. This included logo refinements, construction logic, typography hierarchy, product labelling systems, brand guidelines and supporting collateral.

Beyond identity, the work extended into digital and campaign environments - ensuring consistency across website assets, marketing materials and product launches. The goal was to align Sharkskin’s innovation-led product offering with a sharper, more disciplined brand expression that could scale with the business.

• A clear, future-proof brand system aligned with Sharkskin’s technical credibility

• Improved logo legibility and consistency across products, packaging, and digital

• Cohesive product category icons enhancing navigation and brand clarity

• Streamlined lifestyle imagery creating a stronger, more unified visual identity

• A comprehensive brand book enabling consistent rollout across global teams and retailers