ALL PROJECTS / SEMEC

The Future of Playground Innovation: New Branding & Design for Semec

Industrial
Infrastructure

Rebranding Semec

SOLUTIONS WE PROVIDED

Established in 1984, Semec Enterprise Pte Ltd has developed into a leading regional playground supplier well known for its innovation and quality. Over the years, they have completed and delivered to perfection thousands of projects in Singapore, providing excellent playground structures and impeccable after-sales service.

By strategically engaging in an in-depth analysis of their brand, we formulated a fresh brand essence, 'Making Play,' for Semec. Also the brand tagline, this new brand essence reflects Semec's commitment to infusing fun and modernity into every aspect of their services, creating a distinctive and engaging experience for their clients.

THE CREATIVE CHALLENGE

The traditional look of Semec strongly conveys its focus on construction and technical expertise, which presents a challenge for the brand in building connections with potential clients.
As Semec lacked a unified brand story and identity, it faced difficulties in effectively communicating the value of its services to prospective clients.
Semec struggles to distinguish itself in the industry, as its competitors present a more contemporary and visually appealing image through various touchpoints like website.

THE OUTCOME

With a fun, modern and refreshing brand identity established, Semec has managed to forge meaningful connections with its existing and potential clients.
By gaining a deeper understanding of the brand’s values and fundamental principles, Semec has enhanced client recall and improved their understanding of the services the brand offers.
The eye-catching and well-organised website layout and information structure have simplified the process of users accurately locating information, leading to increased website retention and a surge in traffic.

LOGO DESIGN

Semec’s new logo takes inspiration from parts of a playground, with each letter representing a component of a play space. The letter ‘S’ represents a slide, the letter ‘E’ represents ladders, the letter ‘M’ represents bridges and structures, and the letter ‘C’ represents fitness equipment/handlebars. Combining the letters expresses the brand’s expertise in customisation, with parts of a playground coming together. Using visual representations of different components of the playground also helps bridge the gap between the brand and the playground industry, allowing customers and clients to understand the brand’s services better.

BRAND IDENTITY

Semec's dynamic brand identity combines a fusion of contemporary elements and a playful spirit. The primary brand color, neon green, conveys the approachability and vibrancy of Semec. This color, along with its secondary companions, black, white, and beige, provides Semec with a professional and clean appearance. The visual system uses the brand logo as the main element; by using the individual letters from the logo as shapes and combining parts of them to create unique silhouettes. This represents how Semec possesses the skills and capabilities to make play happen through design and creativity. The different combination of shapes also convey the infinite possibilities of play and dynamism that Semec can bring to the table. Overall, the visual system highlights Semec’s ambition of ‘Making Play’ through a modern, energetic, and professional approach.

BRAND TOUCHPOINTS

We meticulously incorporated significant components into various touchpoints of Semec, spanning the website, social media, brochures, electronic direct mailer templates, icons, corporate stationery, and corporate uniforms. This integration was carried out in harmony with the new brand identity, ensuring a consistent brand message and user experience.