Machine Works: Creating a Brand That Makes Room for Builders

There’s a quiet renaissance happening in American manufacturing, and right in the heart of Baltimore, Machine Works is helping lead the charge. When their team approached Points North, they already had a logo, some colors, and the beginnings of a brand. What they needed was cohesion, clarity, and a digital presence that matched the energy of their mission: honor the industrial past, while creating space for the people building what’s next.

This project became the perfect intersection of everything we love: community-rooted storytelling, thoughtful design, and the chance to reshape how an industry sees itself.

The Creative Challenge

Machine Works wasn’t just looking for a website. They were looking for a feeling.

A sense of belonging. A signal to makers, manufacturers, and innovators that this place — this building, this community, this vision — was for them.

Traditional industrial websites tend to rely on heavy blocks, rigid grids, and a predictable aesthetic that feels… well, transactional. But Machine Works is doing something different. So our question became:

How do you build a brand that feels grounded, fresh, and human?
How do you invite people in, not just inform them?

Our Approach: Step Outside the Box (Literally)

We tossed out the standard square image block and built a more organic visual system. Rounded frames. Softer edges. Layouts that suggest movement, possibility, and approachability. Just enough structure to feel credible, but enough play to feel alive.

We also pulled inspiration directly from the Machine Works building:

• Warm industrial textures → grounding, industrial, distinctly Baltimore

• Softened steel tones → a nod to manufacturing

• Organic curves → inspired by the building’s architectural lines and the creative process itself

• A custom map illustration → a personal touch that orients visitors while making the brand feel handcrafted and thoughtful

The finished visual language feels familiar yet unexpected, like discovering a creative studio tucked inside an old workshop. You know exactly where you are, but you’re seeing it through a new lens.

Refining the Brand

Machine Works came to us with the beginnings of a brand. They left with a unified identity that finally felt like home.

We developed:

• An expanded color palette with personality and versatility

• A set of textures and graphic elements pulled from the building’s character

• Image guidelines to help future photographers shoot for the brand

• A warm, human tone of voice that honors makers and celebrates the work happening inside

• Messaging pillars that reinforce their role as a catalyst in Baltimore’s manufacturing landscape

Most importantly, we articulated the essence of who Machine Works is, captured in statements like:

• We honor Baltimore’s industrial past while building its creative future.

• We’re a launchpad for dedicated makers and growing manufacturers.

• We make space for real work, not just square footage.

These became the backbone for the website and everything that would follow.

The Website

The final website is clean, modern, and functional, but infused with warmth and humanity. We introduced:

• Rounded image frames

• Layered textures

• A modular layout system

• Clear pathways for potential tenants and partners

• A voice that speaks directly to makers, not at them

And the custom map graphic? A show-stopper. When photography is limited, your options are often: rely heavily on stock images or get creative. The map became a signature moment on the site, a nod to place, personality, and craft.

What Excited Us Most

Every design decision centered around the people Machine Works serves.

Baltimore’s maker and manufacturing community is resourceful, proud, and deeply tied to place,  and we wanted that reflected in every corner of the brand.

This wasn’t just a design project. It was an invitation to help redefine how a sector presents itself. To bring beauty into a space that isn’t always encouraged to be beautiful. To build something that feels like a creative future rooted in a storied past.

Client Feedback

We knew we were onto something when the Machine Works team responded with:

“This has been a five-star experience! Working with Jessica and Points North Studio was truly refreshing. From the start, she asked thoughtful questions about our audience, our goals, and how we wanted people to experience our brand. She turned that insight into a site that looks polished but still feels approachable. Along the way, she offered smart suggestions that helped us refresh our brand without losing what makes us unique. Her clear, timely communication made the whole process smooth and enjoyable. The site exceeded our expectations in every way.” – Jarnell Swecker, Managing Director, Marketing, MCB Real Estate

There’s nothing quite like watching a client see their vision reflected back in a way that feels both true and elevated.

In Closing

Machine Works is more than a building, it’s a movement to revitalize American manufacturing, starting right here in Baltimore. And we’re honored to have helped shape the brand and digital home that will support that vision.

This project reminded us why we do this work:

• To create brands that make people feel something.
• To help organizations show up with clarity and confidence.
• And to build digital spaces that feel like an open door, not a brick wall.