Country Base: USA
Industry/Sector/Keywords: Brand Strategy, Retail Experiences, Design Services, Architecture
Below: Before and After Images in Slide Show, Summary, Credits


Industry Setting

Shook Kelley is an atypical strategy and design firm, with offices in Charlotte, NC and Los Angeles, CA, that works for a variety of consumer-oriented client brands, from cities and urban districts, to grocery store chains and motorcycle dealerships.


Founded in 1992, Shook Kelley’s brand identity had evolved over time, but had not received a major update in over a decade. The larger challenge was creating a coherent identity that could tie together two offices with diverse experiences and a multi-disciplinary staff. While Charlotte emphasizes larger-scale development and planning, LA focuses on smaller-scale experiences for consumer-oriented brands.


To create a truly meaningful rebrand, Terry Shook and Kevin Kelley re-connected on the origins of Shook Kelley. The firm never intended to be only a provider of design services, but a team that values ideas and believes in a common cause. The rebrand is encapsulated by the bold promise, “We Convene.” Convening is the art and science of bringing people together. Whether designing a city or a corner store, everyone at Shook Kelley is dedicated to understanding the meaning of the human condition, and finding ways to bring people together through well-designed experiences, especially in the physical environment.

The rebrand is made real through a new brand identity, printed collateral, website and a series of simplified communication icons that quickly communicate the firm’s inter-related skill sets and unique processes for developing places and brands that bring people together. The new identity’s everyday color palette embraces a bolder and provocative tonality that better suits the brand’s unique value proposition.


From the outset, past and present clients responded positively to “We Convene.”, as a recognizable synthesis of the brand’s cause. The rebrand has also created enthusiasm and clarity for the internal culture.


Client: Shook Kelley –

Brand Strategists/Designers: Shook Kelley –

Project Team:
Co-Founders: Charles Terry Shook and Kevin Ervin Kelley

Jeff Camillo
Sabrina Fan
Michael Powell, Ph.D.
Yusuke Yokoyama

Other Firms Involved:
Website: JLoop