Over the course of just 11 months, I led the design of TRUMPF’s U.S. 50th anniversary identity, a commemorative book, and a branded environment for their new California training center. The work spanned tactile experimentation, editorial storytelling, environmental strategy, and remote installation management.

TRUMPF, a global leader in CNC machining and metal fabrication, needed a campaign that reflected their precision-driven engineering while creating something human and celebratory. The resulting system turned negative space into structure, byproducts into storytelling tools, and cold materials into warm experiences.

As the identity gained traction, I led design and production of the company’s anniversary book—a commemorative editorial piece documenting TRUMPF’s people, innovations, and footprint in the U.S.

I managed a small team across layout and production, guiding a junior designer and intern through typographic systems, content planning, and prepress best practices. While chapters were divided, I took the final pass to unify visual tone, narrative logic, and technical consistency.

The book carried a Bauhaus spirit: minimal, modular, and grounded in grid logic. One chapter—highlighting TRUMPF’s U.S. locations—became a personal design moment. With minimal text, I let typography, rhythm, and image pairings do the storytelling. It remains one of the most expressive editorial pieces I’ve done.

In parallel, TRUMPF was preparing to open its new flagship training center in California. I led the design of a welcoming environmental experience—transforming an industrial building into a brand-immersive space for guests, trainees, and staff.

Working remotely, I:

• Identified a spatial challenge: the entry area was buried too far into the floorplan
• Proposed architectural interventions, including a curved wall that subtly reoriented visitors toward the welcome center
• Designed temporary and permanent signage systems, starting with a laser-cut logo and ending with a bespoke cabinet wall that could evolve with employee contributions
• Reimagined the company timeline from the anniversary book as a 20-foot curved mural
• Designed privacy screens for adjacent conference rooms

The waiting area became the capstone. I proposed a warm, circular gathering space to contrast the coldness of machinery. I researched and commissioned a local woodworker to create a custom live-edge table made from felled trees within 50 miles of the site—adding a sustainability narrative and a uniquely human touch.

I sourced high-top seating, proposed multiple credenzas, and led the purchasing and installation of a living moss wall. The entire design process—research, vendor management, feedback cycles—was done remotely, in close collaboration with fabricators and onsite installers.

This project tested the full range of my design brain—from system-building and storytelling to logistics, spatial problem solving, and team management. It also reaffirmed something I hold closely: that good design doesn’t begin with confidence—it begins with curiosity.

I wasn’t trained in furniture design, but I learned what I needed to find the right craftsman. I didn’t study environmental construction, but I figured out how to read specs and advocate for what the space needed. My role wasn’t to know everything—it was to make things happen thoughtfully, with purpose and vision.

TRUMPF was never about flash—it was about precision, transformation, and clarity with heart. Every decision, from the knockout logo to the live-edge table, reflected that. And in many ways, this project mirrored my own belief that design isn’t about what you’re handed—it’s about how you handle what comes next.