energising milestones of success

The Client

SCEE (formerly Southern Cross Electrical Engineering) is an electrical, instrumentation, communication and maintenance services company.

From humble beginnings in 1978, SCEE has grown into an ASX-listed business with 13 offices across the country servicing the resources, industrial, utilities, energy, telecommunications, commercial development, public infrastructure and defence markets.

Recently, SCEE acquired electrical contractors Heyday Group and Datatel – two experienced and culturally aligned operations that diversify the company’s coverage and total service offering.

The Brief

SCEE originally approached us to produce a new capability statement that presented their broader service offering. The company was renowned for its long-standing reputation in servicing the resource sector, but it was now important to highlight growing areas of industrial, utilities and energy infrastructure, along with public infrastructure and defence.

This repositioning coincided with SCEE’s 40th anniversary of operations, as well as corporate milestones for subsidiaries Heyday Group (40 years) and Datatel (20 years). The company entrusted us to manage a range of marketing communications initiatives that capitalised on the opportunities these anniversaries afforded.

Our Solution

We developed corporate anniversary logos for the SCEE, Heyday and Datatel brands, which became anchoring marks across all subsequent marketing communications material. The original production, the capability statement, reflected on the achievement and presented the broader service offering with concise clarity and visual impact. Recognition of the milestones carried on in a company calendar and the annual report. The jewels in the crown are two bespoke coffee table publications – Celebrating 40 Years and The People of Southern Cross Electrical Engineering – that provide engaging accounts of the remarkable success of the company.

What We Delivered

  • Anniversary logos
  • Capability statement
  • Celebrating 40 Years publication
  • The People of Southern Cross Electrical Engineering publication
  • Annual report
  • Stationery
  • Half-yearly report

Anniversary Logos

Building on the individual graphic languages of the SCEE, Heyday and Datatel identities, we created three strong anniversary logos to pair with the brands during their milestone year.

Capability Statement

The initial expression of the company’s milestone came with the creation of a comprehensive 12-page document that succinctly communicates SCEE’s capabilities to prospective clientele.

Our team handled the copywriting, design and production of the project – which incorporates a custom pocket for additional material, and is presented to a high-quality print finish in line with the company’s reputation.


Celebrating 40 Years Publication

It wasn’t long into our relationship with SCEE that we began to appreciate the significance of their story over 40 years. The anniversaries of the company and its subsidiaries, Heyday and Datatel, presented the perfect opportunity to get these stories down on paper – as a document for posterity, and as a meaningful momento for staff and clients.

The end result is a 52-page coffee table publication – in both hard- and soft-cover – that encompasses each business from foundation to the present day. Celebrating 40 Years combines an archive of images with a contemporary design layout, and a library of anecdotes with a concise, ‘dip-in’ narrative style.

The People of Southern Cross Electrical Engineering Publication

So pleased with the outcome of Celebrating 40 Years was Frank Tomasi AM, the founder of the company, he engaged us to produce another publication – this time, a more personal account of the experiences, relationships, tribulations and triumphs of Southern Cross Electrical Engineering.

We worked closely alongside Frank and his long-term team members to gather information, insights and images from four decades of business.


Annual Report

The 2018 Annual Report communicated the milestone to the company’s shareholders, with feature spreads capturing the key moments and images of SCEE, Heyday and Datatel over a collective century of experience.

A fresh and clean editorial design was given to the 88-page document, turned around in a short timeframe.


SCEE’s corporate stationery suite was given a new look to recognise the significant milestone.

  • Business card
  • Letterhead & follower
  • With comps slip

Half-Yearly Report

We created a client-friendly digital format for SCEE’s Half-Yearly Report to shareholders. Using the brand’s established visual assets – alongside editable tables, diagrams and content – the document communicates important financial & operational information with consistency, clarity and professionalism.