Smart Environmental Equipment brand design

Smart Environmental Equipment

brand design: messaging | brand identity | illustration | photography | website design and build

SMART Environmental Equipment (SEE) specialises in machinery to cleanly and efficiently shred, sort and reduce volume of common construction, commercial and household waste. This includes shredding glass, paper, cardboard, rubber and metals ready for recycling, plus separating and sorting metal from building materials, used timber, electrical cables, and more. This process reduces the volume of non-recyclable materials by up to 80%, increasing efficiency while reducing cost in waste transport and landfill management.

When looking at SEE’s communications, we focused not as much on the machines but the actual beneficial outcome for both operators and society in general. By taking this approach SMART Environmental Equipment’s vision became: ‘to create a more sustainable future for generations to come’. Along with SEE’s existing logo and tagline ‘SEE the difference’, we added the bi-line: ‘Smart solutions to reduce waste volume and extract materials for recycling’ to help sum up what the business is all about while touching on the key mission points. Additional brand design elements and illustrations were created to complement the existing name and logo.

We undertook various video and photoshoots of SEE’s flagship products, including the Lindner Urraco 75. Filmed and shot on-site at a range of Brisbane recycling facilities, the photos and videos have been used across social media, in presentations, and to create an electronic and interactive company capability statement.

We also created a website that delivered the core message, while showcasing the wide range of machinery available and the vast diversity in materials that the machines are able to process and sort. The style and colour scheme were created based on the updated brand design; then the site structure, layout and written content were all created and implemented into the responsive site. As part of the wesbite build we created an animated version of the Lindner shredder to help tell the story of waste types being converted into recyclable materials with significantly reduced volume.