HURCO

The machine tool OEM that’s ready for big things.

// THE PUZZLE

Solving the riddle of brand identity.

After in-depth customer, partner and stakeholder interviews, we developed a very clear picture of what hasn’t worked for Hurco, and exactly what makes Hurco special. And, how we could uniquely position them to separate the company from their competition.

Our brand audit research shed light on opportunities to develop a new voice and brand persona. The idea—to give the brand a real, genuine voice and to communicate with consumers in a comfortable, memorable way reinforced by the adaptability you get with Hurco conversational controls. What a concept. Crazy enough, it works.

// THE EXECUTION

A new visual, voice and vibe.

First, the company’s existing brand message, MindOverMetal, was already excellent. All that was needed was some wrangling of the brand identity components to help the Hurco audience realize what it actually meant to them. The logo was in a similarly healthy spot. It’s a differentiated and well-known mark, backed by a different shade of blue that luckily feels more ownable than other blues. The visual identity of Hurco wasn’t starting from completely lost, it just needed some attention and TLC.

With those foundational elements already in place, Ivor Andrew focused on the best ways to make people realize they weren’t familiar with Hurco’s game. So we unified the brand’s look and feel with its elite combination of hardware and software. And today, Hurco is set for a major leap.

// THE RESULT

A company positioned for growth.

We assess the changes to the Hurco brand both qualitatively and quantitatively. Qualitatively, the brand simply feels different than where they were even a couple of short years ago. It’s fresh, personality-filled and memorable in a way that invites people to have a look around and reconsider what they thought they knew about Hurco. It’s cleaner, bolder and it fits like a tailored suit.

And quantitatively, foundational digital metrics indicate the Hurco brand is turning heads and compelling people to find out more. Consider that an ongoing victory that continues to open eyes.

VIDEO

Our brand announcement tells a clear story about who Hurco actually is—a company that, more than any other, lets customers create and make parts their way.

A long, challenging and satisfying project. A complete written and visual overhaul, supported by thoughtful UI and industry-conscious web development, which allows consumers to diagnose and compare product models.

THE NEW HURCO.COM

TRADE SHOWS

We designed Hurco a compelling and memorable trade show booth that unified three sister companies: Hurco, Milltronics and Takumi.

ADVERTISING

We stay on top of brand awareness, knowing only 5% of Hurco’s target audience is looking to buy at any given time.

+48%

Total impressions (search, display, YouTube and social ads, plus organic search)

+13%

Total website sessions

+12%

New contacts created through hurco.com and other digital channels

+26%

Increase in marketing qualified leads

All metrics cover July 1, 2025 through May 21, 2026. The percentage gains compare to the same time period one year prior, before Hurco engaged Ivor Andrew.

PRODUCT CATALOG

ANNUAL REPORT

Hurco (NASDAQ: HURQ) is a publicly traded company, and this report spoke clearly to their investors.

DESIGN

The fresh new look spans across Hurco products through everything they now do. From future marketing partnership opportunities to annual reports and product marketing, the look and feel has become instantly recognizable.