Seco
Made for Makers

Since 2007, I’ve been designing meaningful brands & digital products that connect with people.

Brand Identity
Art Direction
Website
App

Project info

Seco are one of the world’s leading manufacturers of industrial tools, specialising in metal cutting. These tools are incredibly complex, and used in every industry from space exploration, to car manufacture and sustainable energy production. For their industry, this is an inflection point – where companies either move towards sustainability and tech, or there’s a real danger they’ll be left to history.

Our challenge was to signal Seco’s new direction to the world. Moving from the old image of manufacture, black smoke and engine oil, to something that feels like the future: clean, efficient, optimistic. We also needed to create a new brand that would work in 45+ countries, live up to 100+ years of history, and look light-years ahead of the competition.