Our work began by refining the brand strategy, messaging and tone of voice around a simple idea: thoughtfully crafted spaces. This informed the evolution of the identity and website, creating a clearer and more consistent expression of the studio's approach to design.
We then evolved the existing identity through a series of subtle adjustments to the logo, improving its balance, proportion and overall composition. The aim was not reinvention, but refinement: creating a more confident and cohesive identity while preserving the recognition the business had already established.
To support this evolution, we selected Canela as the primary typeface. Combining classical elegance with contemporary restraint, it brings warmth, sophistication and character to the brand while reflecting Shaw Interiors' thoughtful approach to design. The result is a visual language that feels distinctive yet understated, balancing refinement with accessibility.
The colour palette draws inspiration from both Finland's natural landscape and maritime heritage. Muted, organic tones create a calm and timeless foundation, while deeper marine accents introduce contrast and a subtle connection to Turku's shipbuilding history. Together, they reinforce the studio's ability to create environments that feel both contemporary and enduring.
At the heart of the website is a bespoke photographic montage device inspired by the form of the letter S. Used throughout the homepage, it creates a recognisable visual signature while providing a flexible framework for showcasing the studio's work. The flowing composition introduces a sense of movement and continuity, echoing both the curves of the identity and the fluid nature of travel and hospitality, while guiding visitors through the site in a memorable and intuitive way.
