DSGNECHO
Designing a corporate identity
for a concrete innovation company.
Client
Jetwiz Concrete Innovations
Type
Construction
Year
2024
Tags
Brand Identity, Logo Design,
Visual Identity, User Manual Design,
Concrete Machinery
The Project
Design Brief
Jetwiz Concrete Wizards was founded by one of our long-term clients. They approached us to collaborate
on a key project—a user manual for their newly developed machine.
While discussing the requirements for the user manual, they shared their logo, business objectives, and
machine functionality. Following our approach, we held in-depth discussions to understand their long-
term vision and ensure our work aligned with their goals. Starting with their objectives, we worked
backward—identifying areas for improvement within their already solid plan.
Our Approach
At the core was a compact, roadworthy machine designed for easy towing by a tractor, tempo, or
Jeep—ideal for remote access and real-world challenges. Engineered for precision, it delivers up to 18
concrete grades on-site, pumping at 100 m³/hr with a 50 ft vertical and 100 ft horizontal reach, covering a
wide range of applications for the construction industry. Available in two sizes—the larger ground model
and a compact mini—the mini fits in lifts, reaches upper floors, and can pump concrete to higher levels.
Jetwiz had strong tech and a clear global vision, but their logo and identity design didn’t quite match their
aspirations. We realigned their branding to better reflect their ambitions, positioning Jetwiz for the Middle
East and Southeast Asian markets. The new logo—rooted in the idea of a cubic meter of concrete
presented in an aesthetically pleasing form—blends function with form, capturing the machine’s core
purpose: pumping and pouring.
While we considered visualizing all 18+ concrete grades, we chose simplicity for greater impact. The
final logo features three warm gray bands—clean and balanced. What began as a logical approach to
depicting concrete grades became a bold, creative expression that gives a unique and strong visual
identity for the Company.
The new identity, supported by a consistent visual language enabled the creation of a comprehensive
design system. This framework extended beyond the logo and stationery to guide the user manual and all
supporting collaterals.
The manual consists of three volumes: an Introduction to the Machine, Setup & Operations, and
Maintenance & Safety Instructions. We designed the manual using the UX principles. The manual has QR
codes embedded in places where the reader can view the actual part of the machine and also its operation
video. Internationally, the manual has earned the client recognition for its innovation, clarity, and design,
with several companies praising its thoroughness.
We're now enhancing usability further by integrating QR codes directly onto the machine, providing
instant access to relevant sections such as critical servicing instructions and/or troubleshooting steps.
Having successfully completed phase one of the user manual and brand identity; we’re now moving into
the next phase—continuing to support Jetwiz as it grows into a global innovation leader in the concrete
machinery market.