Digital header, business card, social animation
Magazine insert, advertising, and product brochure
TechSpex Brand Refresh
TechSpex, a product of Gardner Business Media, is a comprehensive database-driven web platform offering research and analysis tools for more than 7,000 machines from over 600 builders. As the platform evolved, the brand required a more contemporary visual expression that reflected the sophistication of its technology and appealed to a knowledgeable, highly specialized audience. I helped lead the brand refresh, developing logo concepts and visual directions informed by updated messaging and positioning. To preserve brand recognition, the original black-and-red primary brand colors and the application of those colors to the logo were retained and carried into a new contemporary wordmark. With a little customization to a distinctive sans serif font with angled cut strokes, I created a logo with unique angular characteristics reminiscent of the cutting tools used in the “machining” industry the brand represents. The broader design system paired dramatic black-and-white machining photography with CAD-inspired illustrations, visually reinforcing the platform's technical depth and its ability to help buyers evaluate machines by attributes such as size, spindle speed, horsepower, and configuration. The refreshed visual direction positioned TechSpex as a sophisticated and authoritative resource for machine tool buyers and was carried across a product brochure, trifold magazine insert, and advertising, extending the new direction across key marketing materials.