Midwest is one of the UK’s leading providers of industrial embroidery machines, accessories and technical services, with more than four decades of experience in the industry. Alongside supplying Japanese embroidery technology, the company supports customers with training, installation, maintenance and ongoing service.
Strevis worked on a complete rebranding to modernise the company and reposition Midwest as a complete embroidery partner, not simply a machine distributor.
Midwest had a strong reputation, an experienced engineering team and high quality products, but the brand did not fully reflect its position in the market. It needed to communicate both the precision of the Japanese machines and the value of having a trusted British team available for advice, installation and long term support.
The new identity also had to feel modern and forward looking, while preserving the credibility built since 1980 and highlighting the expertise of engineers with more than 30 years of experience.
We built the new positioning around the idea of combining world class technology with local expertise. “Japanese precision. British support. Since 1980.” became the central message, bringing together product quality, engineering knowledge and the company’s long history.
The visual identity was designed to feel modern, technical and highly precise, inspired by the movement and accuracy of an embroidery machine. We then applied the new system across the website and wider communication, presenting Midwest as a complete provider of machines, accessories, training, installation, maintenance and service.
