A brand refresh for a new leader in the secure digital advertising space
We’re proud to unveil the results of our recent brand refresh for ShieldHub, the iGaming industry’s only brand-first curated advertising platform.
A&E Creative Director Glen Smith and ShieldHub co-founder Ulrich Gilot share more than just a creative shorthand - they share history. Both have a background in iGaming marketing, and have worked on many global creative campaigns together, so when it was time for Shieldhub to update their brand, A&E were the logical choice.
The challenge
The iGaming advertising landscape is loud, fragmented, and increasingly complex. Audiences are scattered across platforms and regions, ad costs are surging, and regulations are shifting faster than campaigns can keep up. And traditional advertising is struggling, lacking the personalization and adaptability needed to run truly unified, scalable efforts in a high-stakes environment.
The space is crying out for smarter, more agile strategies - built for compliance, clarity, and connection. That’s where ShieldHub steps in. A game-changing platform with the power to unify, streamline, and future-proof compliance in a space that’s anything but straightforward.
There was just one catch: ShieldHub’s solution was so complex, explaining it felt like trying to translate code into conversation. Their original pitch deck? Over 100 slides deep - brilliant, but overwhelming.
The strategy
Our mission was clear: help ShieldHub say more by saying less. Strip back the jargon, sharpen the story, and rebrand the complexity into simplicity. The bold new positioning was ‘Next generation advertising starts here.’
While the messaging was being reshaped, so was the brand itself. We developed a new, premium visual identity - rooted in ShieldHub’s legacy but reimagined for where the company is headed. The new wordmark evolved from the original logo, refined with organic curves and razor-sharp angles that suggest both fluidity and precision.
The colour palette got a luxurious upgrade: ShieldHub’s signature green now sits deeper in tone, layered with opal, lucite, and pale gold - anchored by a bold, vanta black foundation that exudes exclusivity and authority.
A new visual language was brought to life - particle wave graphics, custom iconography, a modern typographic system, and a fresh, human-focused image style. Every detail worked to reposition ShieldHub not just as a tech product, but as a trusted, future-ready standard in secure, regulated and compliant advertising.
THE IMPACT
Alongside the new marketing presentation, we delivered a brand launch video, designed to be displayed on the prestigious entrance screen at NEXT Valletta 2025, one of Europe’s premiere iGaming conferences, which takes place in Malta every year in May. With over 50 playthroughs across the two-day event, the film had one job: cut through the noise, with style. It was designed to feel premium and intriguing, making it stand out against the sea of shouty sameness that is the norm at such events.
NEXT was a massive success, with the new brand making a strong impact throughout the event, particularly on the Marketing Track stage, where Shieldhub were sponsors, and A&E’s Shannon Weber shared expert insights on the panel the 'Why brand should not be treated like a sidenote'.
“After a successful 2024, ShieldHub partnered with A&E to elevate and refine our brand. With a fresh visual identity and strategic repositioning, our fruitful collaboration with A&E was driven by a clear vision: to rise above the iGaming sea of sameness and embody the values that matter most - transparency, curated premium media inventory, exceptional service, and the highest standards of data protection for both users and advertisers.”
Ulrich Gilot, Founder and Strategic Partner, ShieldHub
OUR WORK
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RESTORE BLUE
BRAND DEVELOPMENT
SHIELDHUB
BRAND DEVELOPMENT
FINANCIAL JUNCTION
BRAND DEVELOPMENT
TRUSTLY / ENTERCASH
BRAND DEVELOPMENT
GAVIGNET
BRAND DEVELOPMENT
B. CROWN STEAKHOUSE
BRAND DEVELOPMENT
PRESTON HAIR
DIGITAL / WEB
GETINGE: MPOWER SALES PORTAL
DIGITAL / WEB
GETINGE: MYMAQUET
DIGITAL / WEB
OBSERVE MEDICAL
DIGITAL / WEB
CORSAIR
BRAND DEVELOPMENT / WEB
FALCON FUNDS
BRAND DEVELOPMENT
WHY CHOOSE
A&E?
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