SHC Capital. A new identity for an established real estate finance business.
SHC Capital is an independent real estate finance specialist, connecting property investors and developers with funding opportunities across the UK and Europe.
Having operated as Stonehouse Finance for around 20 years, the business was ready for a new identity that better reflected its experience, international reach and increasingly sophisticated approach to property finance.
The challenge was to move the brand forward without losing the credibility it had built over two decades.
Building on experience
The project began with a review of the existing brand and how the business wanted to position itself in a competitive financial market.
SHC needed to feel established and dependable, but also approachable and more progressive than a traditional finance company. Its strength lay in combining access to an extensive network of lenders and investors with the personal attention of a specialist team.
The wider brand thinking also considered the relationship between SHC Capital and SHC Lending, creating a consistent identity that could accommodate different financial services as the business developed.
A confident visual identity
The new identity centres on a distinctive geometric symbol, supported by straightforward typography and a palette of deep navy, green and pale blue.
The symbol gives SHC a recognisable visual shorthand, while the wider graphic language introduces movement and flexibility across digital and printed materials.
The result is deliberately simple. Professional enough for institutional lenders and investors, with just enough personality to stand apart from the more conventional visual language of the finance sector.
Taking the brand online
Alongside the identity, I designed the website, helping structure and present what can be a fairly complex range of financial services. The site needed to communicate SHC's expertise quickly, explain its approach to funding and give prospective clients confidence in the team behind the business.
A clear navigation structure, dedicated service pages, transaction case studies and supporting information helped make the business more accessible without oversimplifying its offer.
I also developed the concept and storyboard for a short, statistics-led brand film for the homepage. Combining carefully selected property footage, animated messaging and key business figures, the film brings SHC's scale, experience and capabilities to life. It gives visitors an immediate introduction to the business before they explore the website in more detail.
A brand ready for its next chapter