Shady Business

SCOPE: Brand identity · Art direction · Digital design · Campaign imagery

[ LIFESTYLE / VISUAL IDENTITY ]

Shady Business is a conceptual lighting brand built around atmosphere, texture and cinematic contrast.

The identity reinterprets classic lampshade forms through a contemporary editorial lens, creating a restrained visual world shaped by light, shadow and materiality.

A black round patch with embroidered Gothic style lettering resting on a wooden table with a lace-trimmed cloth. Part of a rust-colored fabric and a bowl of cereal are also visible.
A window with light-colored curtains in a room with a reflective surface in front. Overlay text includes words like 'new edition', 'addendum', 'review no. 205', and 'shady business'.
Two hanging tags, one red with white lettering 'Sh' and 'born to show shock,' and one beige with a sketch of a circus tent, the words 'madama france,' and 'shady business.'
A laptop on a dark table displaying an online store for new lamps with the brands 'shady business' and 's8.' The background features a window with curtains and a person sitting near it. The text 'born to throw shade' is at the top of the image.
A vintage-style gold chandelier with an ornate lampshade and fringes, illuminated from within, against a black background. The letter 'sh' is displayed above the chandelier and the phrase 'born to throw shade' is written below.
A dimly lit room with a woman standing near a window, and a vintage table lamp with a fringed shade on a table.
A dark green velvet drawstring pouch with gold cords, sitting on a reflective surface, in front of a blurred background of hanging bulbs, with text reading "shady business," "light dubs packaging," and "red peach."
Fashionable graphic design with vintage lamps, a color palette, and stylized text reading 'shady business' and a script alphabet.