Lites GroupBrand Refresh


The Brief

Lites Group is one of Ireland’s leading Marketing and Advertising companies; providing Merchandising, Sales, Product Demonstrations, Market Research & Retail Auditing services across FMCG and Trade categories. They are leaders in their field but felt their existing website did not represent the brand and business behind it, so they approached me to undertake a full review and redesign of their website and content strategy.

The initial brief to update their website design was expanded to include a brand refresh, incorporating brand photography and copywriting for the site. In tandem with the primary site redesign project, I was also tasked with establishing a new visual language for the business, one that could translate across non digital customer touchpoints in future. The Lites Group team decided to retain their existing logo as they felt it had strong recognition in the marketplace.


Scoping sessions with Martin, Lites Group’s Managing Director, identified their people as the company’s greatest assets; a dedicated team, delivering best-in-class service to clients. I placed that core value of ‘people first’, as the central theme for the project and a new photographic asset bank was commissioned alongside the responsive website.

Brand Photography and Graphics for Lites Group website


Using team members instead of professional models, photographed in a studio setting, placing them front and centre in the final web banners reinforced the people first message. We also selected a bold colour palette to represent the vibrant and welcoming culture within the business; and to also aid in defining the different service offerings. Overlaid typography sought to reinforced the fun and engaging culture message.


The new site, built on Wordpress, is fully responsive and clearly communicates the company’s services. It provides a streamlined and uncluttered navigational structure versus their original site design and introduces staff from across the business. A blog section was also provided to allow the team engage with clients and share news, insights and activity ongoing; utilising a user friendly content management system.

Lites-Group Van Livery Panel


The team were keen to extend the brand refresh and apply it to physical touchpoints, commissioning a new van livery design and poster artwork for their headoffice.

Client Feedback

We engaged Shephard & Flock to refresh our online presence and the first project was our company website and we are extremely pleased with the end product. David listened to our requirements and we feel our website has captured the essence of our business. The project was delivered within tight timelines, in budget and involved multiple stake holders.

He delivered a site which is attractive, with unique design elements, simple to update and is performing very well on search. David went above and beyond to work with us to design and build something we are really proud of. We are also expecting an increase in business because of it, all thanks to David..

Martin Duffy – Co-Managing Director, Lites Group

Martin Duffy Managing Director Lites Group

Project Services& Delivery

This project represented a comprehensive brand overhaul for an industry leader; reaffirming their position in the marketplace with a bold, colourful and engaging online presence that put their core ethos of ‘people first’ front and centre.

  • User Journey/UX
  • Wireframing
  • Copywriting
  • Brand Photography
  • Web Graphics
  • Vehicle Livery Design