Numachine
Role
Lead brand designer
Brand story and messaging
Brand visual identity
Brand guidelines
Social marketing assets
The goal was to create a visual identity that captured NuMachine’s technical precision while highlighting the warmth and drive of the people behind the machines. The new brand had to feel human and high-performing capable of attracting like-minded clients, inspiring new hires and standing out in a sea of industrial sameness.
I began by collaborating with the NuMachine team to establish a clear and compelling brand story. From this foundation we developed messaging frameworks including headlines and a brand sign-off that aligned with their voice and values.
I then explored multiple creative directions before landing on a bold, expressive geometric identity rooted in the letterforms “n” and “u.” More than just a logo, this design became a versatile visual gateway, framing everything from team portraits and CNC equipment to brand values and future goals.
The new brand identity brought clarity, energy and cohesion to NuMachine’s communications. With updated brand guidelines in place, we rolled out the visual system across business cards, social media templates, and presentation materials, giving NuMachine a consistent and professional presence across every touchpoint.
