Sewtec Automation

The automation market is mature, with fierce competition from organisations of varying size and capacity across Europe and beyond. Whilst the company had done very well from referrals and word of mouth, to achieve the targets it had set, the majority of growth would have to come from new customer acquisition.

Unfortunately, the old Sewtec brand was showing its age. It failed to reflect the calibre of work they delivered and the management widely acknowledged it was no longer fit for purpose. The net result was the perception of Sewtec to those outside the business was not as positive as it could be. If the right new conversations were to be started, those perceptions would need to change for the better.

It is easy to shift the perceptions of a business. What isn’t easy is shifting those perceptions in a way that is consistent with the actual value a business can deliver, whilst simultaneously helping them to occupy the correct position in their market.

To make sure our creative work was correctly informed, we guided Sewtec through our Foundation Brand Strategy™ process. This helped us to uncover the unique values, personality, positioning and target audience insights, upon which we could build a strong and effective brand value proposition.

Sewtec is a global operation. From their base in Mirfield, West Yorkshire, they export roughly 80% of their work to countries all over the world for global giants such as Nestle, Glaxo Smith Kline and Unilever.

Their products are high-quality and engineered to withstand the most demanding environments. These are distinct advantages they have over the competition.

The new Sewtec brand promise plays to these strengths – ‘Built on Expertise. ‘Built’ is a word closely aligned with Sewtec’s core values. It symbolises strength, engineering and robustness.

Taking reference from the automation process; repetition, evolution and forward momentum are represented in the logo. It is also representative of a fingerprint which highlights the bespoke nature of the automation solutions provided by Sewtec.

Abstracted patterns are taken from the logo to create a bold visual style. Coupled with a new brand typeface (Facit) and photography from the talented Mark Newton, the overall visual language takes on a confident, yet approachable feel.  

Sewtec’s previous website was in desperate need of an overhaul. The hierarchy and visual style was disjointed and confusing.

BML created a brand new fully responsive website from the ground up allowed BML to start afresh and implement Sewtec’s bold new style, a much more usable menu and new features such as a dynamic full-screen video on the home page. Cross linking relevant content is also a key part of the site, enabling users to find what’s relevant faster.

The new website has resulted in a significant upturn in both the number and value of enquiries received through the company website, particularly from within the UK where the company had previously struggled to make a mark.

As part of the rebranding exercise, Sewtec also required updated stationery and template documents as well as a new corporate brochure which featured an unusual short cover.