B&B Gear
Project Role: Creative Direction, Banding and Logo Design, Web Design, Marketing Collateral Design
Client Summary
Founded in 1979, B & B Gear and Machine Co., Inc. began as a family-owned manufacturing shop known for delivering high-quality parts quickly and within budget—even reverse-engineering obsolete components. With over 50 years of combined experience and a full range of machinery, B & B has grown into a one-stop shop for both small and large production runs, serving a wide variety of machining needs throughout Southwest Ohio.
The Challenge
Despite decades of success and a loyal customer base, B & B Gear lacked a cohesive brand strategy. Their online presence and visual identity didn’t reflect the company’s capabilities, growth, or competitive edge. With an expansive list of services and a deep-rooted reputation in the community, the company needed a brand and website that communicated both its heritage and its evolution into a modern, competitive player in the machining industry.
Research & Planning
I set out to position B & B as the established authority in gear manufacturing, broaching, and general machining. Through SEO analysis, competitor audits, and audience research, my team and I developed a strategic foundation for a full rebrand. The voice and tone were shaped around three key brand attributes: Authoritative, Adaptive, and Authentic, thus highlighting the company's innovation while honoring its hometown roots.
UX best practices guided the planning phase of the new website. The team mapped out streamlined user pathways, prioritized clear navigation, and developed a content hierarchy that made technical information accessible to both new and existing clients.
Designing the Solution
The new brand and website introduced a bold visual identity that broke away from the industry’s default gray and mechanical tone. Instead of blending in with competitors, B & B’s new look captured attention with distinctive design choices, elevated typography, and copy that balanced technical expertise with approachability.
The website, launched in October 2020, was built with functionality and conversion in mind. With simplified menus, clearly labeled CTAs, and a mobile-responsive layout, the site created a seamless user experience. The content emphasized services, capabilities, and the company’s legacy of excellence.
Conclusion
The rebrand has helped B & B Gear and Machine Co. stand out in a crowded and often visually uniform industry. Since launch, the site has seen steady growth, with nearly 2,000 unique pageviews and almost 50% of new visitors coming through organic search. The result is a brand identity that not only reflects the company’s rich history but also positions it for future growth and recognition in a competitive market.
