We partnered with Family business Sedgley Control Systems to evolve their brand and identity, aligning it with their mission for growth and transformation.
Our first step was to dig deeper — defining their why, values, and mission to gain clarity on their purpose. This process involved close collaboration with their leadership team to understand their heritage, customer base, and future aspirations. By establishing this foundation, we could build a brand that felt authentic yet forward-thinking.
We were able to clarify then elevate their brand. Clear purpose = killer brand.
The Challenge
Sedgley Control Systems wanted a bold, tech-inspired identity that stood out in their industry but still reflected their industrial roots. Achieving this balance was key — too corporate would lose their family-business charm, while overly industrial risked feeling outdate.
The Solution
We conducted extensive competitor research to identify a unique visual direction. The decision to introduce blue as the primary brand colour proved pivotal. Blue not only aligned with technology, precision, and innovation but also gave the brand a cleaner, more contemporary feel. Paired with sharp typography, technical graphic elements, and a modernized logo, the new identity combined strength with sophistication.
We also refined their messaging to reflect their expertise in control systems engineering, ensuring their technical knowledge was front and centre while still being accessible to potential clients.
The Result
The result is a cutting-edge brand identity that positions Sedgley Control Systems as an industry leader — confident, modern, and ready for the future. The refreshed identity gives them a strong presence in a competitive market while staying true to their values as a trusted family business.
Ashley at Sedgley Control Systems fully embraced the proposed updates, from bold new colour choices to a more refined tone of voice. By stepping away from industry norms, we highlighted their progressive mindset and commitment to innovation. The refreshed identity not only reflects their core values but also reinforces their position as a trusted control systems provider dedicated to growth and excellence.
“Paul gave us great communication throughout the project and we are very pleased with the final outcome. 100% would recommend In the Middle”
Ashley, Sedgley Control Systems
