Our idea was to turn Semcon into a humanistic company, instead of technocratic one. The new visual language is characterized by emotional presence, warmth and humanity. In order to brak with category language, we also added a more playful color palette and typography that clearly stood out.

Based on the strategy we completely revamped all of Semcon’s imagery, typography, colors and their visual tone of voice – including website, stationary, exhibition material, motion graphics, office branding etc.

For the first time ever, all of Semcons different business areas could be presented under one united Semcon brand. The re-positioining strategy and design process also lead to a new KPI for the company: gender balance in a male dominated industry by 2022.