Shat-R-Shield: A Trusted Brand Reimagined

When Shat-R-Shield partnered with YLB, the goal was clear: create a brand identity that truly reflected the quality, innovation, and customer service behind the company. While Shat-R-Shield had built a strong reputation within the lighting industry, their branding no longer aligned with how they wanted to be perceived. The visual identity across their website, marketing collateral, and social media presence had become outdated and inconsistent, creating a disconnect between their products and their overall brand image.

Building the Foundation

Before beginning the creative process, our team conducted an in-depth brand and competitor audit to better understand where Shat-R-Shield stood within the market and how they wanted to position themselves moving forward. Through close collaboration with their team, we developed a strategy focused on modernizing the brand while maintaining the trust, recognition, and legacy the company has built since 1970.

A major focus throughout the rebrand was preserving recognizable elements of their identity while elevating them in a more impactful way. The updated AV05 logotype retained the company’s well-known typography, helping maintain brand familiarity while creating a stronger, more confident visual presence. Their signature orange, long used on product stickers and recognized throughout the industry as a symbol of safety and durability, was also carried forward as a key brand element. In addition, the updated emblem was redesigned to more clearly express the concept of shielding and protection. Together, these elements visually reinforce their mission of creating lighting products that not only illuminate spaces but also protect people, products, and environments.

To further build the foundation of the rebrand, YLB captured on-site photography at the Shat-R-Shield headquarters and manufacturing facilities, focusing on the people, processes, and environments behind the brand. Highlighting the precision and care behind the process added a more authentic, human layer to their story. We also developed updated product and application renderings that emphasize how the fixtures perform within real-world environments.

Bringing the Brand to Life

Over the course of the seven-month project, YLB completed a full rebrand that included a new logo and visual identity system, comprehensive brand standards, refreshed marketing collateral, updated social media templates, and entirely new websites for both the Fixtures and Lamp divisions. The new websites also integrated The Lighting Exchange’s Advanced Web Tool and Product Configurator, creating a more streamlined search experience and improving how customers specify their products.

Every deliverable was designed to work cohesively together, creating a consistent and recognizable identity across all platforms while reinforcing their reputation for producing high-quality protective lighting solutions with a trustworthy and solutions-focused approach.

The rebrand was officially launched through coordinated social media campaigns and email marketing efforts across Shat-R-Shield’s channels, helping introduce the refreshed identity to both existing customers and new audiences.

The Response

The response to the completed rebrand has been overwhelmingly positive. The Shat-R-Shield team now has a cohesive and professional brand presence that better represents the company they are today. Internally and externally, the rebrand has received praise for its elevated look, consistency, and improved representation of their products and services.

Kevin Ruzicka, Vice President of Sales, Marketing, and Product Development, shared:

“Our rebrand reflects both where we’ve come from and where we’re headed. While our look and identity have evolved, the values, relationships, and commitment to excellence that built our reputation remain unchanged. This new brand honors our history and the trust we’ve earned while positioning us to better serve our customers, embrace new opportunities, and drive innovation for the future. It’s a fresh expression of who we are today and the vision that will guide us in the years ahead.”

For our team, this project was especially meaningful because it allowed us to help bring new confidence to a company that already had such a strong foundation. Shat-R-Shield has always been a trustworthy and innovative business — they simply needed a visual identity that better reflected it.