Mode40 came to us with a challenge that would evolve into something much bigger. They were building custom Manufacturing Execution Systems (MES) for individual clients, tailored solutions that helped manufacturers track, understand, and optimize their operations. The work was good. Actually, it was really good. Having their chops forged on factory floors, they knew the ins and outs of manufacturing and came up with a more innovative way to do it and do it better. Their solutions helped Fortune 50, 500, and 2000 companies save unimaginable amounts of money that would otherwise be bled out due to otherwise avoidable inefficiencies and issues. This was a big problem, and they realized it wasn’t one limited to their clients; there was a pattern emerging beneath the surface, one that would reshape their entire business model.
2024–2025
Visual Identity & Design System
UX/UI Design
Copywriting
Website Design & Build
Collateral Design
Tradeshow Booth Design
Rony Mikhael
The Pivot Point
After collaborating on several custom builds, they noticed that the modules we were designing—the tools for real-time monitoring, quality control, inventory management—they weren't just solving problems for one manufacturer. They were solving problems for an entire industry.
That's when the conversation shifted. What if these carefully crafted solutions could work together as a unified platform? What if mode40 could offer a comprehensive system that manufacturers could adopt and configure, rather than building from scratch every time?
The opportunity was clear. The market was ready. But first, mode40 needed to transform from a services company into a product company, and that required more than just technology. It called for a brand.
Building MAST
We started by looking at what we'd built together. What made these solutions work? What did manufacturers actually need? Through stakeholder interviews, industry research, and honest conversations with the mode40 team, we uncovered the core insight: manufacturers weren’t necessarily drowning in a lack of data. Much of the time, they were drowning in too much of it, scattered across systems that didn’t talk to each other.
They needed a single source of truth that could move them in the right direction.
About the Logo
The connectivity of the letterforms symbolizes “the line” and continuity (ie. continuity of production and profitability. Within the counter of the “a” exists a mast shape. In application, this shape can be used as a container for images and as a graphic motif, scaled, patterned, etc. The “a” also creates an up-to-the-right arrow subtly signifying progress/success.
Naming & Messaging
Through a process of identifying a plethora of different names, we narrowed down and landed on MAST, the Manufacturing Source of Truth. But it’s more than an acronym. A mast captures wind to propel a ship forward. This platform would capture data to propel manufacturing operations with clarity and purpose. It’s a guiding force, helping manufacturers navigate toward efficiency and innovation with confidence.
We also explored how to position both mode40 as the company and MAST as the product. Mode40 would remain the expert consultancy, the team with deep manufacturing knowledge. MAST would be their flagship platform, accessible and powerful enough for manufacturers ready to take control of their operations.
Beyond the name, we streamlined the details of such a robust solution into messaging that balanced technical credibility with accessibility—speaking to operations managers who live on the factory floor and executives making strategic decisions.
Visual Identity
The identity system needed to reflect both precision and adaptability. Clean typography and structured layouts convey the systematic approach manufacturers expect, while thoughtful details and breathing room keep it human. This isn't software that talks down to you; it's a tool built by people who understand the work and know there are people on the other side of the screen doing the work.
Digital Presence
We designed and built two websites: one for mode40 as the service company, another for MAST as the product. Each served a distinct purpose but spoke the same language, creating a cohesive brand ecosystem.
Racing Against the Clock
Timing added another layer of complexity. HANNOVER MESSE, one of the world's largest industrial technology conferences, was coming up in April 2025. That year's theme spotlighted Canadian innovation. With mode40 being a Canadian company, there was a huge opportunity to make an entrance.
With our work on the platform in place, we had but a couple of months to activate it effectively. The brand. The websites. The launch materials.
But that's what we love about working with ambitious people: when the timeline is tight and the stakes are high, that's when the best work happens. We dug in, worked collaboratively, and delivered everything in time for the conference.
The Inspiration
The initial visual direction was inspired by mode40’s existing logo, an abstraction of the Apollo Guidance Computer (yeah, the one that basically controlled the first lunar landing). We found these great vintage photos of engineers literally sitting on the floor working on that device, striking that perfect balance of professional yet hands-on. That duality was exactly what the mode40 team wanted to convey.
We merged that imagery with diagrammatic elements and typefaces like Franklin Gothic (used on the original computer materials), borrowing graphic devices like text boxes that knock out elements underneath, creating dimension and representing different aspects of the company on a more conceptual level. While the CEO loved it, the leadership team wasn’t fully aligned on what felt like a risky identity in their space. Fair enough.
After some honest conversations, we found middle ground—keeping some elements while dialling back the vintage imagery. Sometimes, better means meeting people where they are, then nudging them forward.
The Result
MAST launched at HANNOVER MESSE 2025, and the response exceeded expectations. Booth visitors didn't just nod politely; they asked questions, requested demos, and signed up for trials. The clarity of the positioning and the polish of the execution created credibility that opened doors.
The inquiries kept coming after the conference ended, securing new clients for mode40. And as a bonus, the work we did together seen at the conference landed us another client engineering some remarkably innovative tech.
Today, mode40 isn't just building custom solutions anymore. They're empowering manufacturers with a platform that scales, adapts, and grows with them. MAST has become their guiding force, and watching it take off has been worth every bit of the dig.
Worked with the crew at Studio Mined for our company's full product branding and product and company websites. Really enjoyed the process they were able to guide our team through a simple process (taking our often crazy ideas) to narrow in on our vision and deliver exceptional results. Our partners and clients gave us great feedback on the site. Thank you Studio Mined!
Cameron Bergen, CEO, mode40
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