Brand hero image

Numachine

Role
Lead brand designer
Brand story and messaging
Brand visual identity
Brand guidelines
Social marketing assets

NuMachine is a full-service CNC machining company combining cutting-edge technology with practical expertise to reduce manufacturing costs. However, despite their forward-thinking capabilities their previous brand lacked the clarity to communicate who they were or where they were headed.

In a market often defined by cold, utilitarian branding NuMachine needed a new visual identity that not only positioned them as technically advanced but also conveyed warmth, approachability, and ambition - core traits of the people behind the machines.

The goal was to build a brand that felt human and high-performing helping NuMachine attract both clients and talent while setting them apart from competitors in industrial aesthetics.

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The Process

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 Results

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.

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