Creating a new name, voice, and visual system for a next-generation industrial brand.
When a private equity group brought together two long-running, family-owned pump manufacturers, they needed more than a new logo. They needed a unified identity that could honor the past while building credibility for what comes next.
This wasn’t a rebrand. It was a full brand creation, from name to narrative.
I led the entire brand development process for the newly formed parent company: from stakeholder alignment and naming to positioning, messaging, and full identity creation.
This included work with The Compass Group (the PE firm), incoming Kinetiflo executives, and lead stakeholders from each acquired company: Continental Pump Company and Integrity Pump and Motor.
Kinetiflo Group Logo Build
Building the Brand
We started with discovery, including interviews, naming workshops and brand archetype mapping. I created and presented multiple naming platforms with strategic rationale, competitive review, and narrative direction for each. Ultimately, we landed on Kinetiflo Group—a name that suggests movement, energy, and purpose without sounding like an industrial cliché.
Once the name was locked, I developed the full brand system:
Logo suite and lockups, including division identities for sub-brands
Typography, color, and usage systems
Tone of voice, photography direction, and brand-in-use examples
I also directed all supporting assets, including video production, sales materials, and print literature—ensuring the brand wasn’t just theoretically strong, but visually and verbally aligned across every channel.
Forged to flow.
Maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
