Building perception across verticals and establishing a cohesive rebranded identity for a previously fragmented presence.

01. The Challenge

Following its acquisition by All American Metal Fabrication, MOS Finishing needed to evolve from a local shop into a modern, high-tech brand. The goal was to create an "edgy" industrial identity that communicated both precision and scale to a B2C and service-based markets.

02. The Strategy & Role

As the lead for Brand and Digital, I engineered a system that prioritized consistency across every touchpoint:

• The Identity: A high-contrast, creative visual system reflecting "heavy metal" durability.
• The Experience: A responsive, SEO-aligned website focused on conversion and accessibility.
• The Conversion Loop: Creating a seamless transition from digital search to physical sales.

03. Key Deliverables

I developed a comprehensive toolkit of assets designed for both digital growth and physical sales:

• Web Systems: Custom responsive website with a scalable CMS architecture.
• PPC Advertising: High-conversion display banners designed for the Orange County market.
• Sales Collateral: Technical Sell Sheets and graphic illustrations for trade and site leave-behinds.
• Brand Assets: Custom T-shirt designs, business cards, and print-ready branding.