About the project

Precision Microdrives had a problem most engineers would appreciate: they were better than their brand suggested. Founded in 2004, they'd spent over fifteen years building genuine expertise in miniature motor design and manufacturing, with a London design office and a Hong Kong factory. But their brand still looked like a component catalogue. Engineers browsed, sampled, and moved on, salesmen struggled to get their message across — many customers never realising PMD could co-engineer an entire mechanism from prototype to mass production.

The key was understanding the audience, in this case engineers. Neatly summed up as “To the optimist, the glass is half-full. To the pessimist, the glass is half-empty. To the engineer, the glass is twice as big as it needs to be”. So always be precise.

The result was a bold, professional visual identity that sets them apart from the rest of the market, using iconography for efficient communication. A photoshoot in their London office and Hong Kong factory brought their operation together as one cohesive identity engineers could trust. And the new messaging guidelines brought precision to their communications, along with a brand induction for sales staff.

Since the rebrand, the shift has been tangible. Precision Microdrives now publishes case studies across FDA Class II and Class III medical devices — insulin pumps, wearable defibrillators, inhaler mechanisms, digital medication management systems, and DNA diagnostic equipment. These aren't catalogue sales. They're co-engineered partnerships where PMD designs, validates, tests, and manufactures to regulatory standard. The brand we built positioned them as the partner engineers could trust. The work they've done since has proven it.