Case Study: Creating a Disruptive Brand and Product Proposition for Punk® Couplings
Revolutionising Torque Transmission with Bold Innovation
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Punk® Couplings is a groundbreaking engineering start-up bringing radical thinking to mechanical power transmission. Their patented technology—fusing the benefits of gear couplings with the flexibility of universal joints—delivers up to 15° of angular misalignment in a compact, lightweight form.
Designed to offer entirely new systems integration possibilities, Punk® couplings are poised to transform the torque transmission landscape.
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I partnered closely with the founders at the earliest stages to shape the brand’s identity, voice, and product proposition from the ground up.
After extensive market research, we crafted a bold, disruptive positioning that echoed the technical ingenuity at the heart of the product. From there, I led the recruitment and training of a multi-disciplinary team—including project managers, designers, and developers—to bring the Punk® brand to life across every touchpoint.
Step 1: Defining the brief
Bringing Punk® Couplings to Life – From Patent to Product to Brand
I was approached by Punk® Couplings as a freelance consultant—and from the very first conversation, I was hooked. The founder, Simon, a highly experienced aerospace engineer, had recently left a prominent industry role to pursue something bold: a patented innovation in torque coupling technology, designed for the Aviation, Aerospace, Defence, and Automotive sectors.
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Simon had the technical brilliance, the product, and the patent. What he didn’t have—by his own admission—was any experience in digital. That’s where I came in.
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As one geek to another, we quickly found common ground. After a few demos of the coupling and deep dives into its unique geometry and performance benefits, we decided to team up. I immersed myself in the world of Aerospace engineering to truly understand what we were selling and who we were selling it to, while Simon began to see how UX, digital branding, and a scalable online presence could make or break the success of his invention.
And so began a fascinating collaboration—transforming a complex engineering breakthrough into a bold new brand, voice, and go-to-market strategy.
Step 2: Establishing the market, brand vision and tone
Turning Complex Engineering into Clear, Compelling Digital Experiences
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Engineering is a deeply complex field—and truly understanding the technology behind Punk® Couplings required time, research, and a lot of questions. But that’s what made the project so rewarding.
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In addition to designing the user experience for the site—mapping technical features into intuitive comparison tables, creating the information architecture, and developing scalable UI components—one of the most exciting challenges was the copywriting. Before specialising in UX, I worked as an SEO copywriter, so this was the perfect opportunity to combine both skillsets.
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To ground our strategy, I assembled a small team of engineers and marketers and ran a two-day workshop. We explored competitor landscapes, reviewed positioning, and identified where we could stand out. Interestingly, the closest benchmark we aligned with wasn’t another mechanical parts company—it was Dyson.
A straight-talking innovator with a disruptive product and a clear sense of identity. That became our north star.
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From there, I developed a brand voice, crafted product names and taglines, and worked hard to present complex technical information in a way that felt accessible, without dumbing it down. Every line of copy was written with clarity and confidence—then built directly into wireframes to ensure a seamless UX from the ground up.
Step 3: Establishing tone of voice and building the team
Building the Team, the Brand, and the Launch Platform
With Simon’s deep industry expertise and my background in UX and digital marketing, we assembled a lean, high-impact team to prepare for Punk® Couplings' market launch.
I recruited and led a multidisciplinary group including a designer, front-end developer, marketing director, PR executive, CAD illustrator, and project manager.
Together, we worked collaboratively to shape the brand, develop tailored content for each market, and support Simon in arranging pitches, presentations, and early outreach within the Aerospace, Automotive, Defence, and Engineering sectors.
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The Punk® logo was designed to be simple, versatile, and instantly recognisable—effective across digital platforms, print materials, and even physically stamped onto each product component.
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The website was built as both a brand showcase and a technical resource. It needed to house detailed specifications for each product line while offering a clean, intuitive user experience. We included market-specific contact forms to streamline inbound leads and ensure relevance across industries.
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This stage of the project was all about aligning form and function—delivering a professional, scalable presence that matched the innovation of the product itself.