Client
Servicios e Instalaciones Técnicas, SRL
Santo Domingo, Dominican Republic
Tools
Illustrator, Photoshop, Figma, Miro
Timeline
2024
Role
Brand Designer
SETEC
Overview
The client reached out seeking a comprehensive brand identity redesign for SETEC, a leading vertical transportation solutions provider in the Dominican Republic with 30 years of market presence. As the exclusive distributor of KONE elevators and escalators, SETEC has established itself as a premium provider of customized elevator and electrical stairs in the B2B mobility solutions.
The Project Brief
A Rebrand
The challenge was to refresh SETEC's visual identity while honoring its legacy as a family-owned business, emphasizing their commitment to innovation, sustainability, and personalized service.
The project encompassed a complete brand overhaul, including logo system development, typography selection, color palette definition, and creation of brand applications.
Preserving the Legacy
Design Requirements
Maintain recognizability while refreshing the brand
Create a flexible logo system with three variations (icon mark, wordmark, and mixed mark)
Develop a sophisticated and reliable brand voice
Ensure compatibility with KONE co-branding requirements
Design a system that works across digital and physical touchpoints
Define the company's core values
Previous SETEC Logo.
SETEC
Branding Guide
Design Solution
The final brand identity system successfully combines SETEC's heritage with its future-forward vision, creating a sophisticated visual language that reflects its position as an industry leader in the Dominican Republic's vertical transportation sector.
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Created a hierarchical logo system with clear usage guidelines
Developed a primary color palette featuring SETEC Orange as the dominant brand color (60%), complemented by KONE Blue (30%) and DR Indigo (10%)
Established a dual typography system:
Primary: Stolzl (by InHouse Type Foundry) for headlines and brand statements
Secondary: Poppins for body copy and digital applications
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Corporate stationery suite
Email signature system
Social media templates
Signage and environmental graphics
Staff uniforms
Digital assets and guidelines
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Brand Consultation
Initial client needs assessment
Brand audit and analysis
Goals and objectives alignment
Remote Discovery Session
Company history deep-dive
Brand values identification
Market positioning analysis
Strategy Development
Brand voice definition
Visual direction exploration
Mission, Vision and Tone definition
Design Development
Logo system creation
Color palette refinement
Typography selection
Application design
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Completed project 10% ahead of schedule
Achieved 100% client satisfaction
Delivered a comprehensive brand manual
Successfully implemented across all touchpoints
Created a scalable system that supports both digital and physical applications