Sereca

Client: Senez Reed Calder, professional engineers
Challenge: Position for growth and re-brand
Solution: Name, visual identity, website and collateral

Senez Reed Calder, a young, progressive engineering firm, had been operating as two separate companies to serve two distinct markets: forensic engineering and fire protection design.

Visit Site: http://www.serecafire.com/

Our challenge was to position the firm to take advantage of opportunities in the design market. Our strategy was to unify and re-brand it as a leader in fire engineering.

Discovery sessions revealed a distinct, but little known advantage: the firm’s expertise in forensic engineering brought additional value to their engineering design clients . . . and vice versa.

As part of the re-brand, a new company name – Sereca – was created from the first two letters of the founding partners’ names. While alluding to the firm’s roots, the new name is both memorable and abstract.

To suggest the visionary character of the firm, we designed a distinctive, forward-looking logo. The three triangular shapes that form the mark have multiple meanings, including the three partners and the three stages of fire.

Finally, the new positioning – Global Leaders in Fire Engineering – highlights the broad spectrum of Sereca’s expertise. The brand renewal has effectively united the company and supported its move into new markets. With new offices in Singapore and Calgary, Sereca continues to grow under a single brand.