Struggling to create content that consistently drives revenue and growth for your DTC brand?
Meet Shaded The Studio, the agency helping brands break through the noise and reach new heights.
In this month's partner spotlight, we’re introducing Shaded The Studio, a dynamic creative marketing agency based in London. Founded by Cassi Idun and Shivali Bennion, Shaded The Studio brings a lot of experience and a fresh perspective to the world of creative content and digital marketing.
The Story Behind Shaded
Shaded The Studio’s journey began with a chance meeting between Cassi and Shivali while scaling Noughty hair care from £300k to £1.5m in just two years. Their complementary skills and shared vision for the future of digital marketing led them to establish Shaded in April 2024.
Cassi’s impressive background includes being the second marketing employee at Coco & Eve, where she developed the end-to-end content strategy that propelled the brand from $0 to over $12m. Her creative expertise has also benefited major players like Playstation, ThisWorks, John Lewis, and Sony Music.
Shivali brings a technical edge to the partnership, having crafted digital marketing strategies for renowned brands such as Wunderbrow, Sophia Webster, Jimmy Choo, and Noughty. Her experience as Managing Director of Bolt Digital and DTC Live further enriches Shaded's comprehensive approach to e-commerce growth.
Since its inception, Shaded has quickly made its mark, working with leading brands like Straand, Urban Apothecary, and You're Looking Well on their direct-to-consumer and creative strategies.
The Shaded Difference
What sets Shaded The Studio apart is their unique blend of brand-side experience and agency expertise. With over 18 years in the industry, Shivali and Cassi understand the delicate balance between revenue growth and profitability that brands must navigate.
“We know brands inside out because we’ve spent most of our careers working within teams for brands growing their digital business,” explains Shivali. “We understand how brands need to make everything they do grow revenue and profitability, and ideally both at the same time.”
Shaded’s approach to creating impactful content is both systematic and creative. They’ve developed processes that demystify content strategy, starting with a comprehensive competitor analysis and content audits. This approach, combined with years of experience, allows them to identify precisely what’s needed to achieve a brand’s goals and create the content that will get them there.
Overcoming Common DTC Challenges
One of the most common pitfalls Shaded observes in DTC brands is an overemphasis on technical setup at the expense of content creation.
“If you are a brand operating on Meta ads, at least 52% of the ads’ effectiveness is driven by content alone,” Cassi points out. “On TikTok, it’s the most important factor by far in performance.”
But the impact of content extends far beyond ads. It’s crucial for:
- Convincing audiences to purchase or repurchase via email
- Presenting your community through organic social media
- Shaping brand perception on your website
- Differentiating your DTC experience from marketplace alternatives
Shaded helps brands adopt a holistic approach to content strategy, showing them how to reach their goals through expert consultation and top-tier creative production.
Success in Action with Naydaya
Shaded’s impact is best shown through their work with female wellness brand, Naydaya. Through their comprehensive approach to content and DTC strategy, they achieved:
- 30% month-over-month revenue growth
- 200% increase in advertising budget scalability
- 40% improvement in email metrics
These impressive results enabled Naydaya to hire a head of performance, which Shaded also helped to train, and ultimately grow into a multi-million pound brand.
Future Trends in DTC Marketing: Quality vs Quantity Content
Looking ahead, Shaded sees a critical trend emerging in DTC marketing: the need to balance content quality with quantity. Their innovative approach involves helping brands maximise their existing content through strategic remixing for different channels, combined with targeted shoots to fill any content gaps identified in their initial audit.
A Partnership Built on Collaboration and Trust
One of Shaded's most valuable offerings is their commitment to transparency and knowledge transfer.
“We provide brands with the tools and insights needed to build strong in-house teams,” says Shiv. “Whether it’s training junior team members, developing C-suite approved strategies, or sharing tactical tips, we’re dedicated to leveling up the brands we work with for long-term growth and sustainability.”
Looking Ahead
As Shaded The Studio approaches their first anniversary, they've already seen amazing results with their first twenty clients. They’re particularly excited about helping brands expand into the US, UK, and Australian markets, leveraging their expertise in localised content execution to maximise growth opportunities.
Partnering with Rainy City
Our partnership with Shaded The Studio is more than just a business relationship - it’s a meeting of minds and a shared commitment to excellence. As fellow female-owned agencies (a rarity in the industry, with only 1% of agencies globally being female-owned), we share a unique perspective and drive for innovation.
“Rainy City was an easy choice to help us with our client’s web development and meta ads needs,” Shivali explains. “They have an impressive portfolio of brands, many of which we’ve supported over the years. As consultants and creatives, our recommendations reflect directly on us, so having a partner we trust is paramount.”
Conclusion
At Rainy City, we're excited about the future of our partnership with Shaded The Studio. Together, we're setting new standards in digital marketing, e-commerce development, and creative strategy. By combining our strengths, we're continuing to help brands grow.
Go follow Shaded The Studio on LinkedIn, then visit their website to request a consultation.
Interested in partnering with Rainy City? Let's do it.
