How we constructed a powerhouse brand.


The Challenge:

Create a specialist welding brand for welding specialists.

We needed to create a serious brand to sell some serious tools. A new range of powerful, durable and reliable welding machines was ready to be launched into the market. But to get both professional tradies and DIYers to even give them a glance, The Michigan Welding Company’s products needed branding that spoke to that serious quality.


The Solution:

Sparked by an industrial powerhouse.

Inspired by a city with a proud working-class history and world-class reputation for production, The Michigan Welding Co. design boldly reflects smart engineering and reliability with strong type, industrial textures and colour palette that stands out from its established competitors. The brand design appears across Michigan’s entire range of welding machines, accessories and consumables – all available exclusively at Total Tools Australia. We’re looking forward to seeing the Michigan brand deliver a performance as strong as the machines themselves.

“We’re delighted to have Whippet’s new brand design for Michigan Welding Co. on our shelves.“ Total Tools General Manager of Merchandise & Marketing, Nicole Bemelmans said. “Whippet have rolled up their sleeves and done a brilliant job of conveying the strength and reliability of the brand.”



Digital Lead

Whippet AUS

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