Sea Lion Electric Equipment
Sea Lion Electric Equipment started when the founder was looking to solve a problem. They needed a mini excavator for projects around their property, but were only able to find the standard gas-powered models. Without a gas station nearby, this would mean storing fuel or making long trips. The answer? An electric mini excavator that is strong enough to do the work, small enough to fit in the back of a pickup truck, and can be charged overnight at home.
They had a product. They needed a brand.
We dove into strategy and it was clear that Sea Lion was a market disruptor. There’s a negative sentiment towards electric machinery, but Sea Lion offers superior, cost-effective solutions. The brand has to be confident, but also have a bit of a sense of humour and not be easily shaken. It’s going up against big names, and fighting an uphill battle—it can’t be afraid to put itself out there. Modern, forward-thinking, cool, but zero ego.
Every element of the visual identity system to had align with this ethos. The result is a custom typeface that was created for the logotype that felt quick and agile. It’s bold, modern, and aims to stand out among similar brands, while feeling familiar to customers who are familiar with those brands. The typeface was further expanded into numbers used to differentiate excavator models. A geometric sea lion icon was developed as a secondary mark, subtly used across branding, marketing, and products. The colour palette keeps the visual language feeling light and fresh, bringing in bold colour as needed, the notches removed from the logotype are used as a design element, while timeless typography balances everything out.
3D Renders: CAV Studios
“We couldn’t be happier with the exceptional work Brett delivered for our company, Sea Lion Electric Equipment. From the inception of our brand to its full realization, Brett’s expertise and talents shone through at every stage of the process – start to finish.
Brett’s attention to detail and ability to truly understand our vision allowed him to craft a brand identity that exceeded our expectations. He not only provided everything we needed but also guided us seamlessly through the journey, turning our ideas into a polished and professional brand that gave us the confidence we needed to take our products to market.
Throughout our collaboration, Brett’s communication skills were awesome. He asked all the right questions, delving deep into our preferences, company ethos, our personalities, and objectives – essentially reading our minds and turning our concepts into reality.
Thanks to Brett, Sea Lion now has a brand that reflects our values and resonates with our audience. We are super stoked with the outcome and will continue to use Brett for our design needs in the future.
If you’re looking for someone who not only delivers but also exceeds expectations, look no further than Brett Lair. His expertise, professionalism, and ability to bring visions to life make him an invaluable asset to any project.”