SETT
Tradition woven into the future
The Challenge
SETT came to us with a clear ambition: to create a brand that felt as considered, crafted and distinctive as the garments they make.
As a bespoke tailor and highland wear specialist based in Glasgow’s Southside, SETT already had a strong reputation for craftsmanship, precision and personal service. Our challenge was to shape a bold new brand refresh that captured that experience — balancing heritage with modernity, luxury with accessibility, and tradition with a forward-thinking point of view.
Approach
Working closely with SETT’s Creative Director, Erin McGreechin, we developed an identity rooted in craft, clarity and confidence.
From the outset, the brand needed to feel refined without being overly formal. We created a clean, minimal and type-led visual language, giving space for the details that matter most: texture, tailoring, materials and photography.
At the heart of the identity is a bespoke marque inspired by traditional weaving techniques. Formed from two interlinked S shapes — SETT Style — the symbol brings together heritage and modernity in a simple, memorable form. Designed to be flexible, it works effortlessly across print, digital, signage and finer brand details.
Photography
Mark Seager of Simple Photography was commissioned to create a visual direction that felt elegant, natural and distinctly SETT. Shooting both in-studio and across Glasgow’s West End with Paudey and Freddy from The Model Team Ltd, we captured the personality of the brand: tailored, personal, warm and quietly confident.
Digital
The brand refresh came together through a redeveloped digital presence designed to inspire, inform and convert.
The new website gives clients a clear sense of SETT’s services, style and bespoke process, from first consultation to final creation. It brings together refined visuals, considered copy and an intuitive structure to showcase the craft behind every garment.
SETT masterfully blends luxury with accessibility, redefining formalwear for all. We loved helping shape this next chapter for a talented, passionate and forward-thinking team.