The brand image was being controlled from Austria – and as Shark became more and more successful in different countries consistency inevitably became something of a problem. It was vital that its powerful image remained constant to reinforce its reputation.

The client came back to ask us to help Shark build on its success. The solution was an inspirational manual that gave the shark pictogram its own straight-talking character.

The key was to link the importance of brand consistency with the unchanging and instantly recognisable appearance of the shark over 150 million years – and its position as the pinnacle of evolution in its realm.