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

Branding

Communication Design

UI/UX Design

{ Project Overview }

Transforming Semec from a playground supplier into a brand that brings play, innovation and quality together.

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.

{ Creative Challenge }

An outdated and inconsistent brand identity that weakened market positioning

01
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.
02
As Semec lacked a unified brand story and identity, it faced difficulties in effectively communicating the value of its services to prospective clients.
03
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 Solution }

Established a modern brand identity and digital experience that improved recognition and engagement

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.

{ THE DIFFERENCE }

{ BEFORE }{ AFTER }

{ Brand Audit }

Identifying the Need for a More Modern and Playful Brand

For Semec, we identified the need to refresh its brand from a traditional playground supplier into a more modern, playful and engaging brand.

While Semec had strong credibility since 1984, its identity did not fully reflect the fun, innovation and quality behind its work. Through the audit, we uncovered an opportunity to reposition Semec around “Making Play”, a brand essence that captures its commitment to creating meaningful playground experiences.

{ Brand Identity }

A Playful Identity Built Around Making Play

Semec’s refreshed brand identity combines contemporary design with a playful spirit. Its primary neon green colour expresses vibrancy and approachability, while the supporting palette of black, white and beige gives the brand a clean and professional foundation.

The visual system uses individual letters from the Semec logo as graphic shapes, forming unique silhouettes that represent movement, creativity and the endless possibilities of play. Together, the identity reflects Semec’s ambition to make play happen through design, innovation and quality.

{ Brand Touchpoints }

Extending Play Across Every Brand Touchpoint

We brought Semec’s refreshed identity to life across a wide range of brand touchpoints, including its website, social media, brochures, EDM templates, icons, corporate stationery and uniforms.

Each application was designed to work cohesively with the new brand system, ensuring a consistent message, stronger recognition and a more unified experience across every customer interaction.