Torque Converters Brand
When I first joined the company, one of the first major projects I was assigned was to a transmission manufacturer the company had recently acquired. My role was to help rebrand and promote the line. While a logo had already been developed by another designer, I was responsible for building out the rest of the brand system.
I started with the fundamentals—developing a cohesive color palette, selecting typography, and establishing a visual identity that would carry across all brand touchpoints. One of the most exciting aspects of this project was redesigning the packaging for company's torque converters, which was one of my first experiences with packaging design.
I began by researching industry trends and exploring creative ways to make the co-branded identity feel unified. I created a lockup that merged both brands, laying the foundation for a consistent look and feel. From there, I focused on the packaging itself, working from printer-supplied specs to build a production-ready mockup.
Using a combination of product imagery and CAD drawings, I developed a series of custom graphic elements—shapes, textures, and patterns—that gave the packaging a bold, technical aesthetic. I designed each side of the box with unique content and messaging, creating a 360-degree visual experience that drew attention from every angle.
After several rounds of design and collaboration, the team approved the final concept. I coordinated directly with the print vendor to ensure accuracy and quality during production. Once the mockups were finalized, the new packaging was officially launched.
This project was a valuable learning experience—deepening my understanding of both package design and the production process. It also reinforced my passion for developing strategic, design-driven brand solutions from the ground up.
RECON Tri-fold Brochure
Following the completion of the RECON packaging, I shifted my focus to promotional materials—starting with a tri-fold brochure designed for direct mail, trade shows, and industry events. I had the idea to mirror the new packaging design, making the brochure resemble the torque converter box when folded. To achieve this, I repurposed the packaging design files so the exterior of the brochure visually matched the box.
When opened, the brochure revealed an image of the torque converter along with compelling support copy. Fully unfolded, it showcased an exploded view of the torque converter, with callouts highlighting the unique components and features that set RECON apart. It was a bold, informative piece that blended storytelling with technical precision.
This wasn’t a straightforward project—it required careful planning and structural problem-solving. I began by sketching ideas on taped-together sheets of paper, mapping out folds and content placement to visualize how the piece would function in hand. Once I had a concept, I worked closely with our long-time print vendor, with whom I had developed a strong working relationship. They were just as excited about the concept and helped provide the specs and support I needed to bring it to life.
The entire process took a couple of months and involved several rounds of revisions, but the end result was one of the most rewarding print pieces I’ve ever created. It remains a personal favorite and a standout example of creative problem-solving and cohesive brand storytelling.
Torque Converter Website Mockup
In addition to developing the packaging and promotional materials for the torque converter, I was also tasked with designing a website for the brand. While I haven’t had many opportunities to design full websites on my own, I saw this as a chance to explore and have fun—bringing the brand system I had developed to life in a digital format.
I leaned into the visual identity I had already created, using bold, dynamic elements to maintain consistency across platforms. One of my main goals was to highlight the craftsmanship behind their products, especially the process of how each torque converter is made and tested. I incorporated photography from a recent on-site shoot, along with high-quality 3D renderings and CAD drawings. I also sourced vector assets and additional imagery that aligned with the evolving brand look and feel.
Although the site never made it to production, the process of designing it in Adobe XD gave me a deeper understanding of UI/UX principles. While I don’t consider myself a web designer, I’ve contributed to many web projects throughout my career—building and updating content using platforms like WordPress, Magento, Wix, SuccessFactors, and ActOn. This project was a great learning experience and helped push my digital design skills even further.
Additional Collateral
I also created a series of branded presentation decks and animated PDFs that reinforced the brand's identity and reputation as a leader in the transmission industry. These materials emphasized the precision and quality behind each torque converter—highlighting the detailed manufacturing and testing processes, the advanced welding techniques, and the use of high-quality internal components. I also showcased how CNC lathes play a critical role in maintaining consistency and performance standards across every unit produced.
