Shyen
Brand Positioning & Guidelines
Brand Positioning & Guidelines
Brand Positioning · Brand Persona Analysis · Brand Communications & Visualization · Messaging Architecture
Communicating Enriched Performance Impactfully!
Shyen is a high-performance badminton & fitness brand built for enthusiasts who demand excellence in every aspect of their game.
In this project, I articulate Shyen’s brand positioning, breaking down its audience's persona, communication style & overall communication visualisation.
Brand Persona
A brand persona is a humanised profile of our target audience. It helps us get into their mindset—guiding us in shaping Shyen’s positioning, communications, strategy, and product experience for them.
Persona 1: Ryan
(The Badminton Enthusiast)
Age: 20
Profession: Student
Mindset: Performance-driven, disciplined, and competitive
Backstory & Mindset:
Ryan is an ambitious athlete who plays badminton regularly, pushing himself to improve with every match. He thrives on competition, values high-performance gear, and believes that the right equipment gives him an edge. Beyond badminton, he stays fit through cycling and cardio training, always looking for ways to enhance his athletic ability.
Why Ryan Chooses Shyen:
- Precision-engineered gears that matches his competitive spirit.
- Lightweight, Carbon-fiber, high-performance equipment built for power & speed.
- Minimal & sleek design philosophy which reflects the high-quality feature of the gears.
- A brand that speaks and considers to serious badminton athletes, not just casual players.
- Lightweight, Carbon-fiber, high-performance equipment built for power & speed.
- Minimal & sleek design philosophy which reflects the high-quality feature of the gears.
- A brand that speaks and considers to serious badminton athletes, not just casual players.
With Shyen, Ryan gets more than just an equipment — he gets a gear enriched with performance.
Persona 2: Riva
(Fitness Enthusiast)
Age: 35
Profession: Working professional
Mindset: Health-conscious, balanced, and community-driven
Backstory & Mindset:
Riva is a dynamic working professional who values wellness, performance, and positivity in every aspect of life. She stays active with yoga, jogging, and badminton, seeing sports as a way to recharge both physically and mentally. For her, fitness isn’t just about exercise — it’s about self-care, energy, and lifelong well-being.
Why Riva Chooses Shyen:
- High-quality, thoughtfully designed products that align with her values
- A brand that promotes both performance and well-being
- Community driven approach, exchanging vibes on fitness and mindfulness
- Minimalist aesthetics & meaningful details, making every purchase an experience
- A brand that promotes both performance and well-being
- Community driven approach, exchanging vibes on fitness and mindfulness
- Minimalist aesthetics & meaningful details, making every purchase an experience
With Shyen, Riva doesn’t just play — she elevates her lifestyle.
Prioritising Persona Needs
Based on the personas developed, the following are their primary needs:
We deduce priority levels of these needs, focusing on delivering first those that matter the most to them.
Brand Positioning
To define Shyen’s brand positioning, we identify key brand attributes that represent its essence — from the mindset of its audience to the tone of voice, environment, and the value it delivers
Customer: How do we describe our ideal customer?
Culture: How would our customers and employees describe our company’s
Voice: How do we sound to others?
Benefit: How do we make people feel beneficial after using our product?
Value: What tangible value do we provide to your customer?
Culture: How would our customers and employees describe our company’s
Voice: How do we sound to others?
Benefit: How do we make people feel beneficial after using our product?
Value: What tangible value do we provide to your customer?
Brand Attributes:
Customer: Passionate & Driven
Shyen’s ideal customer is relentlessly focused on excellence. They live for the game, constantly pushing boundaries to achieve peak performance.
Environment: Minimalistic
Shyen's philosophy towards product and spatial experience is minimal, clean, and uncluttered space that reflects precision, focus and quality. Our minimalistic approach underscores premium and purposeful design.
Voice: Confident
Shyen speaks with assertiveness and authority. Our confident tone instills trust and inspires our audience to aim higher.
Benefit: Empowered
Our products empower athletes to take control of their performance. Shyen fuels strength and self-belief, turning potential into achievement.
Value: Triumphant
Shyen delivers the thrill of victory — in every match, every workout, and every choice to live better. Every moment with us pushes athletes toward triumph.
Shyen's Positioning:
Shyen provides products & services to passionate & driven customers in a minimalistic environment with a confident voice, helping them feel empowered and be triumphant.
Brand Communications
Shyen's Tagline:
Performance, Enriched.
Shyen’s gear is not only enriched with performance, but it also elevates its user, turning their every move, match, and moment into a triumph. It's short yet sharp tagline resonates these values.
Shyen’s Communication Visualisation | Stylescape:
Shyen’s Messaging Architecture:
Messaging architecture is a strategic framework that keeps all Shyen’s communication and strategy aligned and consistent by following it.
Anything outside this structure risks diluting Shy’s essence. Staying aligned with it ensures we remain true to our performance-driven, athlete-focused identity.
Brand Guidelines
Shyen's Brand Positioning Guidelines - Front & Back Cover:
Shyen's Brand Positioning Guidelines - Sample Pages (A3 Flip):
Shyen's Brand Positioning Guidelines - Mockups:
In Conclusion
I crafted from Shyen’s positioning to set it apart with a distinctive, minimal, and powerful vibe. A sharp and structured positioning established the foundation for focused, bold, and on-brand communication.
