Michigan brand ID


Created at Whippet, AU.


We needed to create a serious brand to sell some serious tools to professionals. 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 serious quality.


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.



Total Tools


Brand ID, Copywriting, Design, Naming