TechTest
brand
evolution
Evolving an identity for a deep-tech surface treatment solution — and building the brand system that was never quite there.
TechTest builds testing and surface treatment technology for the world's most demanding engineering teams. After 20+ years of surface treatment expertise and 15 years on the market, the company had earned its reputation the hard way — through precision, not marketing.
I joined as Brand & Design Lead to give that reputation a home. Over the engagement, the work spanned identity, a full brand system, and the day-to-day assets the team uses to win enterprise clients and represent the company at every touchpoint.
Trust earned, language fragmented
TechTest had been building reputation for two decades before anyone built the brand. A logo, then a website made by an agency, then a scatter of documents and slides from different hands at different times — each reasonable on its own, none of them talking to each other. No single source of truth. No way for a new asset to know what the old ones looked like. What TechTest needed wasn't new work. It was the connective tissue.
Foundation first, everything else after
Before any new asset got made, I built the thing that should have existed years earlier: a proper brand system — codifying the type scale, colour, grid, and voice that were implicit in the website but never written down. Then the logo package, properly filed. The house finally had a floor plan.
From there the work scaled: OOH, datasheets, whitepapers, pitch decks, exhibition booths, company presentations, sales collateral. Every new asset slotted into the system. The brand stopped being something that happened to TechTest and became something they owned.
Good design isn't about saying more. It's about saying it once, clearly, across everything.Tony JumrBrand & Design Lead
Scaling into the German market
As TechTest grew, a new opportunity required a new name: CleanTest Recognoil — a German subsidiary carrying the same technology, now speaking to a German audience. A distinct logo and package, plus a full rebrand of key TechTest materials translated into German. For the translation pass I used Google Gemini for speed and coverage, then routed drafts to the German representative for review and nuance. Fast loop, right result.
One voice across every surface
Three years in, TechTest has a brand that matches the precision of what they build — consistent across the whitepaper an engineer sends, the booth at a trade show, the investor deck, and the marketing site. No rough edges, no asset that feels like it came from a different company.
The shift shows up in faster approvals, fewer questions about how to present things, and enterprise clients who take the first meeting because the proposal looks like it came from a company worth trusting.
