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I led the branding and digital design execution for MPACT™, a new proprietary shot-peening service within their sucker rods business. The project focused on creating a sub-brand (SBU) that clearly differentiated this new service while remaining fully aligned with TRC’s established brand system. My role as Lead Designer was to bring the approved strategic concept to life, translating complex engineering innovation into a clear, credible, and market-ready visual identity and landing experience. The work combined AI-assisted ideation with traditional design craft to accelerate exploration without compromising precision or brand integrity.
My Role: UX/UI Designer, Lead Designer.
Tools: Figma, Photoshop, Illustrator, Canva, After Effects, Premiere, AI
TRC was introducing MPACT™, a proprietary shot-peening process that delivers measurable performance improvements over conventional methods. While the technology was proven and highly differentiated, it needed: A distinct visual identity to signal innovation and proprietary valueClear separation from TRC’s broader product portfolio without fragmenting the parent brand. A digital experience capable of explaining highly technical benefits in a way that resonated with multiple decision-makers. The challenge was to introduce a new service within a mature industrial brand, without compromising consistency or trust.
Brand Alignment & Concept Translation
I started by aligning with stakeholders on the approved concept, defining which elements of the TRC master brand were non-negotiable and where the sub-brand could flex.
AI-Assisted Exploration
AI tools were used in the early stages to rapidly explore visual metaphors for impact, strength, and durability, as well as variations in graphic and iconographic directions and concept animations. These explorations enabled faster validation of creative directions before moving into refinement.
Design Execution
All AI outputs were refined and systematized through traditional design workflows, including layout, hierarchy, and grid systems built in Figma, along with controlled use of contrast and emphasis to highlight MPACT™ and a clear separation between educational content and conversion points.
Digital Implementation Support
I worked in Webflow to accurately translate the design into a responsive, production-ready landing page.
The MPACT™ experience was designed for multiple audiences with different decision drivers:
Production & operations teams: evaluating load capacity and performance
Procurement leaders: focused on cost, longevity, and reliability
Field personnel: seeking reduced failures and downtime
Sustainability stakeholders: evaluating lifecycle and environmental impactThe design balances quick scanning for executives with deeper technical validation for engineers.
The final design keeps TRC’s core brand foundation intact, typography, color palette, and authoritative tone, while introducing a distinct sub-brand layer for MPACT™. The result feels innovative without feeling detached from the parent brand.