Approach

Their original identity leaned heavily on green, which limited flexibility and felt dated. To modernize the brand and the website design, I expanded the palette with industrial blues for a more balanced and versatile look. I worked collaboratively with the team throughout the process, ensuring the refresh aligned with CME’s values and goals.

With the updated logo as a foundation, I expanded their branding across key materials, utilizing their icon and industrial feel to add visual interest to all branding materials, such as the business cards and machine sell sheets. I incorporated clean lines, strong hierarchy, and intentional use of space to showcase technical content in a way that felt both accessible and professional. The visual language established through the rebrand carried seamlessly into these pieces, giving CME a more unified presence across print and digital communications.

The Result

The updated design created a cohesive, industrial-inspired brand that feels both professional and approachable across all touchpoints. It solved key issues with consistency and clarity, helping CME better communicate their capabilities, simplify complex information, and present a stronger, more credible brand presence to clients across both print and digital platforms.