• Visual Identity development

• Brand Guidelines

• Packaging

• Design asset creation

• Design asset creation

• Brand naming and creation

Welding a tough brand together

Even the toughest tools need a strong brand to back them up. Whippet was tapped by Total Tools to build some serious branding so that professional tradies and genuine DIYers would give The Michigan Welding Company’s range of powerful, durable and reliable welding machines a second look.

Sparked by an industrial powerhouse

Inspired by a city with a proud working-class history and legendary reputation for production, The Michigan Welding Co. design reflects smart engineering and reliability with powerful type, familiar industrial textures and a distinct colour palette to help it stand out from the established competitors.

Reliable branding for reliable products

Whippet developed a distinctive look and feel for Michigan, as well as a comprehensive and intuitive brand guide to assist the rollout of the brand across their full range of welding machines, accessories and consumables. You’ll find Michigan Welding Co. products on the shelves at Total Tools right around the country.