File 08 / Case Record Partial Disclosure
Selway Machine Tool Co.
& Trinity Automation
Brand and Marketing Strategy · Two Brands · Every Touchpoint
Combined Revenue
01>$80M
Brands
0202
Focus
03Growth Marketing
Term
042020–2026+
Field Note
Section 03 / Scope and Summary Partial Disclosure
Disciplines
Brand Strategy Marketing Strategy Brand Identity Product Design Creative Direction 3D and Animation Web and Digital Content Production Social Media Email Growth Marketing
What We Did
  • 01Creative lead across both brands, 2020–2026+
  • 02Rebuilt every asset the sales team carried
  • 03Rebranded Selway, then built Trinity the same way
  • 04Colors, decals and finish on every Trinity machine
  • 05All machine renders, 3D content and animation
  • 06Both websites and all sales materials
  • 07Trade show booths, events and promotional giveaways
  • 08Content creation, email marketing and social support
Engaged By
Selway Machine Tool Co.
Brands
Selway / Trinity Automation
Categories
CNC Machine Tools / Automation
Cycle
2020 to Present, Ongoing
The industry was changing. Selway needed marketing that sold.

Zack Selway and I go back a long way. When he told me the machine tool industry was going through big changes, he was clear about what Selway needed: fast acting, polished, high quality marketing that turned into stronger sales.Salespeople don’t need more brochures. They need ones that close.

So we rebuilt everything, starting with every asset the sales team carried. Then we kept going. Websites, sales materials, trade show booths, promotional giveaways, multiple events and content creation. We attended every trade show, ran email marketing and backed up the social media team.In machine tools, the booth is the storefront.

When Trinity needed the same, we did it all again, and this time the brand went onto the product itself. We worked alongside product development to decide the colors and decals on every Trinity machine, and produced all the renders, 3D content and animation that sold them before they shipped.When the product weighs four tons, the paint job is the packaging.

Two brands, one creative lead, every touchpoint.Trinity didn’t get a template. It got everything Selway got, built from zero.

End Section 03  /  Continued
File 08 / Case Record Exhibit A
Mission Name
01Trinity Machines
Field Notes
03.09.2022
Phase
Rebrand
Status
Complete
Classified
Field Note / Exhibit A

Every Trinity machine wears the brand. Colors, decals, renders and animation, decided alongside product development.Engineering made it work. We made sure it looked like it was worth what it cost.

File 08 / Case Record Exhibit B
Mission Name
02Trade Shows + Sales
Field Notes
09.12.2022
Phase
Show Season
Status
Complete
Field Note / Exhibit B

Booths, catalogs, flyers and battle cards. Everything a salesperson carries into the room, built for one job: the bottom line.Nobody buys a machine at a trade show. They decide who they’re calling back on Monday.

Section 07 / Results Cleared for Release
Results
R01
02
Brands rebranded, Selway and Trinity
R02
06 Yrs
As creative lead across both brands
R03
02
Websites designed, one for each brand
R04
Every
Trinity machine wearing the colors and decals we set
R05
All
Sales assets rebuilt, from catalogs to battle cards

We don’t need the machine tool industry explained to us.Six years inside the Selway universe, building for Trinity, Eurotech, Haas and every line on the floor. We learned the specs so the sales team never had to translate.