The business had evolved beyond its legacy name and no longer reflected the company customers experienced today.
Originally founded in 1946 as Kansas City Screw Products, this precision machining company had a strong legacy — but no formal brand identity. Under new leadership, I was brought in to modernize and reposition the company for growth. The name posed an early challenge: while it reflected history, it no longer captured the company’s full capabilities. I led a renaming and repositioning effort, ultimately recommending KCSP Machine — a modernized name that honored the company’s roots while creating space for a broader offering.
From there, I developed a full brand identity system that reflected the clean, precise nature of the shop’s work — modern but not sterile, professional yet approachable. The system was designed to be flexible across packaging, large-format graphics, vehicle decals, and web. By simplifying the name and aligning it with a new tagline and messaging strategy, we created a brand that looked forward without letting go of the past.
Engagement
- Brand Strategy
- Positioning
- Renaming
- Messaging
- Identity
- Brand System
- Brand Guidelines
- Marketing Collateral
The Logo
A MODERN MACHINE SHOP WITH A LONG HISTORY
KCSP Machine delivers precision machined parts: on time, to spec, with excellent service and accountability. I wanted the brand to communicate its foundational promise of precision and expertise, while also feeling friendly and familiar. With the logo as the visual foundation— I chose a high-contrast, warm, and retro-ish color palette. I used a geometric typeface to convey KCSP’s straightforward, open, and accessible approach to customer service, and I added the fine lines of the star in the P to reflect the precision of their work. Lastly, to contrast the familiar, and bold letters of KCSP, I designed the word “MACHINE” to feel clean and modern.
The Star
Reflects KCSP’s foundational promise of precision & expertise.
Geometric Sans Typeface
Conveys KCSP’s straightforward, open, and accessible approach to customer service.
High-contrast, clean type
Speaks to the modern vision of the business and creates a balance between the bold and familiar type used for KCSP.
KCSP Machine delivers precision machined parts: on time, to spec, with excellent service and accountability.
BRAND STYLE GUIDE
TYPOGRAPHY & COLORS
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Poppins
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Lato
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
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