Branding Agency; Design, Communications, Web

Shifts to Success Branding

StS-Alex-Seery-InnerVisions-ID-Branding-ConsultancyBefore we begin, we’d like to thank Alexander Seery, for this is a perfect case study and success story of all the branding services InnerVisions ID can help our clients with.

Alex came to us last year, very excited about the new company he was building. An ex-custody-officer for the police, turned successful property developer, he was now on a mission to help other police officers also change their lives for the better through entrepreneurship.

Alex knew how the police officer’s role is harder than ever before. Decreasing funding, increasing pressures, stress, anxiety, not knowing each day whether they’ll return home from work, the relationship breakdowns, the absent-parent guilt, not to mention the PTSD and often-untold mental health issues: shockingly, 248 police officers have felt driven to take their own lives since 2014.

We chatted for about 40 minutes before I found the moment to tell him that whilst I would love to help him (and despite him having bought the URL and having already produced some videos), I didn’t like his business name. He stopped in his tracks: “Errr…why?”

Escape the Shifts was, I explained, far too negative. It was talking about running away from the problem rather than about the real transformation Alex could bring to his customers’ lives.

I doodled as we chatted… “Now shoot me down if you don’t like this, but how about… Shifts to Success“?

A pin dropped somewhere, as Alex absorbed what I’d just said. Then: “Ahhhhh! I love it! Right! I’m working with you! Where do I sign?!”

So, like that, his company was renamed: Shifts to Success not only talks about the transformation of moving from a world of shift-work to – well – success, but it’s also about the shifts we have to make to get to that success.

We developed the strapline to further explain the ‘why’ of the company:

‘Break Out. Make the Change. Live your Life.’

Now onto the themes and ideas for the logo…

We started by looking at some of the brands Alex liked and did an analysis of why he liked them – what were the similarities? The differences? What worked? What didn’t…? We then discussed our thoughts with Alex to make sure we were on the right track.

The next stage focused on visual research and inspiration. We started by looking at companies currently speaking to police officers. There was, obviously, a proliferation of badges, crests, heraldry, crowns, chequered effects…but we needed to be moving away from that world…so we then looked at images of lions (on the royal crest, yes, but also a symbol of bravery, freedom and leadership) – and phoenixes (a metaphor for regeneration)….


Inspiration board with lions and phoenixes

We developed a few ideas down this creative route, but also looked at developing double ‘S’ monograms for the identity – a typographic solution that would look modern, stylish, sleek and aspirational.


Inspiration board with monograms and lettering

The chosen logo incorporated ‘shifting’ text and an ‘arrow’ pointing upwards to signify positive, dynamic movement and business growth. The StS monogram in the centre can be used in isolation (e.g. for social media). We chose a deep navy blue, not just as a colour familiar to police officers but also as it gives a feeling of authority, stability, safety and trust – important emotions to tap into when expecting people to take a huge decision to change their lives.


The branding was then developed further with the strapline (below) …the social media icon (right)…and the business cards.


We developed a full set of brand guidelines, which included company ethos, correct logo usage and variations, type specifications, copy guidelines, a colour palette, a ‘step’ graphic motif (hinting at the six-step method Alex has created for building a successful business) and a specific style and subject matter for the photography.

All of this was then applied across the eight-page brochure…


…the website…




…the book Alex’s publisher designed, his Facebook and other social media forums, plus a whole host of other branding collateral including (and included in) the video below…

(Keep scrolling for the last word from Alex himself!)

Sapna has been phenomenal to work with and her expertise in the branding and design field is incredible. She made my business become more tangible, more real and really gave me the confidence to put my business out there…

I was so impressed with Sapna’s remarkable work that I just had to get her on board as the Brand Mentor for my company so that she can share her wealth of knowledge with ex and serving police officers from around the UK.

I can assure you working with Sapna will give you a huge return on investment for your business with peace of mind knowing that you are being taken care of by one of the UK’s best branding consultant and design coaches. With her help, I now have an asset for my business with branding.

Outstanding experience and highly recommend.

Alexander Seery – Best Selling Author, Business Coach, founder of Shifts to Success.

Sapna Pieroux is now proud to be the Brand Mentor on the Shifts to Success team. Find out more at

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