We built this company by iterating in the workshop: welding, 3D printing, hand painting, refining until something works. The brand around that work hadn't caught up. We needed a tool that could actually communicate it.

We brought in Hooey Studio to do that work. We opened up the workshop and walked them through the process that produces our products, around the reality that we're a team of moulders, special effects artists, and makers first.

We wanted an identity we could lean on. A language that let us express what we do confidently, instead of borrowing the language of a sector we've never quite fit into.

Hooey made that process genuinely collaborative. They spent real time in our space, asked the right questions, and let us keep ownership of the thinking throughout. It's rare to end a rebrand still this energised about the people who did it with you, and we are.