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A company division requiring a separate brand to the parent company.

The Client

Shermac Engineered Equipment Transitions is a company that specialises in the sale of custom service vehicles and machinery to the mining, civil and construction sectors in Australia. They wanted to expand their company from the sales arena, to also offer the option to hire out their equipment or sell older models.

The Brief

The brief from this client requested that this new department required an identity that would stand independently on it’s own and not necessarily rely on their parent brand. The company had previously registered a name for this division as Antexx, however based on our research and recommendation they acknowledged that this was now outdated and needed something new and more aligned to capture the primary market segment. A feasible solution was to name this new company, a-fleet.

To Be Successful

In order to successfully fulfil the brief, it was crucial that we created a new identity that could stand on it’s own, be impacting, but also not clash with the parent brand.

The brief stipulated clearly that although the impression of the brand required the aesthetic of all communication to imply a sense of belonging to the family brand, this was the extent of the similarity. The parent company requested the new brand to be self sustaining, and appear completely independent, so as to not alienate their existing client base (whom may consider this new brand as a competitor) and also to leave the possibility for the parent company to sell off the new brand in the future if an opportunity arose. The brand deliverables included and logo incorporating icon and text treatment.

Our Approach

Research indicated that the brand needed a modern and fresh appeal, however it is essential that it remains current (and not date too quickly). We conceptualised and provided many font treatments alternatives, including upper case, lower case and varying combinations. We developed the icon in isolation from the text treatment (although we drew inspiration from the more appealing text treatment designs). Our marketing intention for this project was to utilise this icon component as a design feature on its own.

What We Delivered

What resulted was a lowercase stylised font treatment, with highlighting colours for particular text focal features. Additionally, the icon followed a similar colour highlighting treatment with a folding and overlapping loosely stylised “A”. Throughout documentation with further highlighted the icon in a clear spot UV treatment on a white matt laminated background. This subtle focal aspect helped emphasise the innovative and modern nature of the business, whilst maintaining the corporate fleet mentality of the brand.


“The team at Bevin competently delivered on the brief we gave them, creating a robust brand that gave expression to what we are. The colours and styles used suit the market in which we operate. The brand has a modern appeal, whilst expressing the confidence of an established brand.

We found BEVIN easy to work with, and responsive to our concerns throughout the process of creating the brand.”

– Michael Ray [General Manager – A-Fleet, Shermac Engineering]

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Postal Address
PO Box 8239, Perth BC,
Western Australia, 6849