Decimal Engineered Systems
Decimal Engineered Systems is an industrial cannabis equipment manufacturer based in Canby, Oregon. They specialize in ethanol, hydrocarbon, and CO₂ extraction systems used by professional labs and industrial cannabis processing facilities.
I was brought in mid-2022 through a referral to assist with editorial materials. That quickly evolved into a larger creative leadership role, supporting Decimal’s tradeshow marketing efforts and eventually guiding the rollout of their new brand identity.
Services
- Creative Direction
- Positioning
- Brand Strategy
- Visual Identity
- Illustration
- Brand Collateral
- Website Design
- Website Messaging
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Decimal Engineered Systems
Decimal Engineered Systems is an industrial cannabis equipment manufacturer based in Canby, Oregon. They specialize in ethanol, hydrocarbon, and CO₂ extraction systems used by professional labs and industrial cannabis processing facilities.
I was brought in mid-2022 through a referral to assist with editorial materials. That quickly evolved into a larger creative leadership role, supporting Decimal’s tradeshow marketing efforts and eventually guiding the rollout of their new brand identity.
Services
- Creative Direction
- Positioning
- Brand Strategy
- Visual Identity
- Illustration
- Brand Collateral
- Website Design
- Website Messaging
Team & Brand Activation
At the time I joined, Decimal had recently transitioned from their former identity, MRX Technologies. While the new logo, color palette, and typography had been developed, the system hadn’t yet been applied across any real-world assets.
Initially, the company had hired a third-party team for creative direction, but their execution fell short. To meet tight deadlines for MJBizCon, I partnered with Marketing Director Hunter, my long-time collaborator from True Terpenes, and Marketing Manager Michael, who helped guide messaging and approvals. Together, the three of us became Decimal’s in-house marketing team.
My role expanded into Creative Director, where I helped implement and evolve the brand system, updating the visual identity, producing custom iconography, and building marketing materials across digital and print. I also developed interactive displays for trade shows and laid the creative foundation for Decimal’s new website and UI systems.
Team & Brand Activation
At the time I joined, Decimal had recently transitioned from their former identity, MRX Technologies. While the new logo, color palette, and typography had been developed, the system hadn’t yet been applied across any real-world assets.
Initially, the company had hired a third-party team for creative direction, but their execution fell short. To meet tight deadlines for MJBizCon, I partnered with Marketing Director Hunter, my long-time collaborator from True Terpenes, and Marketing Manager Michael, who helped guide messaging and approvals. Together, the three of us became Decimal’s in-house marketing team.
My role expanded into Creative Director, where I helped implement and evolve the brand system, updating the visual identity, producing custom iconography, and building marketing materials across digital and print. I also developed interactive displays for trade shows and laid the creative foundation for Decimal’s new website and UI systems.
Early Projects
Equipment Cut Sheets & Sales Templates
When I first joined Decimal, there was an immediate need to develop editorial sales materials. The team had a starting template for equipment cut sheets, which I expanded into a complete series covering every piece of equipment. These double-sided handouts included technical specs, selling points, and QR codes to connect customers directly to the website for more information.
During this same period, I designed standardized price sheets and letterhead assets to unify all outgoing sales materials. These updates ensured Decimal’s sales and marketing collateral felt cohesive, professional, and on brand at every touchpoint.
Early Projects
Equipment Cut Sheets & Sales Templates
When I first joined Decimal, there was an immediate need to develop editorial sales materials. The team had a starting template for equipment cut sheets, which I expanded into a complete series covering every piece of equipment. These double-sided handouts included technical specs, selling points, and QR codes to connect customers directly to the website for more information.
During this same period, I designed standardized price sheets and letterhead assets to unify all outgoing sales materials. These updates ensured Decimal’s sales and marketing collateral felt cohesive, professional, and on brand at every touchpoint.
Color System
Operation Manuals
Decimal’s core brand colors, orange and dark gray, provided a strong foundation, but we needed to expand the palette to support a growing catalog of products. Each product line was assigned a unique color and icon to establish a clear visual hierarchy across all materials.
This system made it easier to navigate internal documents, sales tools, and client-facing materials. Everything from operation manuals to quote proposals featured these color-coded covers, bringing consistency, clarity, and professionalism to the brand.
Color System
Operation Manuals
Decimal’s core brand colors, orange and dark gray, provided a strong foundation, but we needed to expand the palette to support a growing catalog of products. Each product line was assigned a unique color and icon to establish a clear visual hierarchy across all materials.
This system made it easier to navigate internal documents, sales tools, and client-facing materials. Everything from operation manuals to quote proposals featured these color-coded covers, bringing consistency, clarity, and professionalism to the brand.
MjBizCon 2022
Trade Show Support
MJBizCon is the largest cannabis industry expo in the United States, held annually in Las Vegas. As part of Decimal’s marketing team, I was responsible for developing custom creative assets to support their presence at the show. This included booth graphics, promotional materials, and interactive elements to help attract and engage visitors on the show floor.
Business Cards
Decimal had an existing business card template, but the team wasn’t satisfied with its execution. They invited me to reimagine it while preserving meaningful elements from the original. The prior design included dotted patterns inspired by the dimples found on Decimal’s extraction equipment, a clever nod I chose to retain. From there, I reworked the layout for a stronger hierarchy and impact, running the company name along the card’s edge to make creative use of negative space.
For the production finish, I specified raised spot gloss on key areas to add a subtle tactile effect, resulting in a professional, memorable card that connected back to the brand’s industrial roots.
Business Cards
Decimal had an existing business card template, but the team wasn’t satisfied with its execution. They invited me to reimagine it while preserving meaningful elements from the original. The prior design included dotted patterns inspired by the dimples found on Decimal’s extraction equipment, a clever nod I chose to retain. From there, I reworked the layout for a stronger hierarchy and impact, running the company name along the card’s edge to make creative use of negative space.
For the production finish, I specified raised spot gloss on key areas to add a subtle tactile effect, resulting in a professional, memorable card that connected back to the brand’s industrial roots.
MJBizCon 2022 Assets
Die-Cut Product Cards
In addition to the business cards and equipment cut sheets, I wanted to give Decimal something extra to truly stand out. The idea was to create double-sided, custom die-cut cards shaped like their flagship machines. I designed two of these, featuring the new 5.HX Hydrocarbon Extractor and the 40.EX Ethanol Centrifuge.
The front showcased a realistic render of each machine, while the back included product details and a QR code for further exploration. Since the equipment was still in production, I worked with the team to source CAD renders, a challenge that required leveraging a high-end gaming graphics card to handle the heavy render loads and achieve crisp, high-resolution output.
MJBizCon 2022 Assets
Double-Sided Stickers
As another memorable leave-behind, I designed double-sided stickers to hand out during the trade show. The peel-off backing carried the company name and booth location, while the front showcased the Decimal brand icon.
Beyond being a fun giveaway, these stickers were integrated into social media content and interactive moments with attendees, helping to drive engagement and reinforce the brand during the event.
MJBizCon 2022 Assets
Double-Sided Stickers
As another memorable leave-behind, I designed double-sided stickers to hand out during the trade show. The peel-off backing carried the company name and booth location, while the front showcased the Decimal brand icon.
Beyond being a fun giveaway, these stickers were integrated into social media content and interactive moments with attendees, helping to drive engagement and reinforce the brand during the event.
MJBizCon & Beyond Assets
Branded Apparel
As the event approached, I was invited to attend MJBizCon for the first time. While the team traditionally wore branded polos on the show floor, I saw an opportunity to highlight some of the new line-art illustrations I had been developing. I designed a set of custom T-shirts and hoodies featuring the Decimal logo on the front, with detailed equipment artwork printed on the back.
These double-sided designs promoted Decimal’s products while adding a creative, memorable edge. The team and customers responded enthusiastically, and this line-art style eventually became a signature element of Decimal’s brand illustration system.
Event Banner
Email Signature
Leveraging my background in IT, I developed custom code for Decimal’s email signatures to ensure consistent branding across Outlook’s global signature system. I also made the signatures responsive for mobile devices, providing a seamless experience across platforms.
Once the code was in place, I designed banner images that could be easily swapped out to promote upcoming trade shows and events, keeping both the team and customers informed and engaged.
Email Signature
Leveraging my background in IT, I developed custom code for Decimal’s email signatures to ensure consistent branding across Outlook’s global signature system. I also made the signatures responsive for mobile devices, providing a seamless experience across platforms.
Once the code was in place, I designed banner images that could be easily swapped out to promote upcoming trade shows and events, keeping both the team and customers informed and engaged.
Compact Trade Show Booth Design
For international shows like ICBC, where booth space is often limited, Decimal needed a more compact and portable display solution. We designed a 10×10 collapsible backdrop wall that could easily travel overseas and quickly set up on-site. This smaller footprint allowed the team to showcase compact machines while maintaining a bold, branded presence that aligned with their larger exhibits.
Branded Givaways
Stickers & Pins
Stickers became a creative way to expand the Decimal brand and connect with audiences on a more playful, collectible level. Many of the designs were created around major holidays and cannabis industry dates like 4/20 and 7/10, using the company emblem as a foundation for bold visual riffs. These limited-edition designs gave the brand room to show personality while maintaining consistency across channels.
Other stickers were designed specifically for tradeshows like MJBizCon and ICBC, offering memorable takeaways for booth visitors. One standout was a pin featuring our illustrated 5.HX Hydrocarbon Extractor, a fan favorite that doubled as a conversation starter and branded keepsake.
Tradeshow Display
Interactive Touchscreens & Iconography
Beyond print and traditional collateral, I also supported Decimal in designing an interactive touchscreen experience to serve as a digital product catalog. I collaborated closely with the Electrical/R&D Manager, who typically develops the interactive displays for the company’s equipment. I led the visual design while my teammate handled the programming, working through challenges like font compatibility, for instance, the standard Decimal typeface (Transducer) did not render properly in the software. I sourced a new typeface, Bai Jamjuree, that complemented the brand while working reliably across all interactive systems, ultimately becoming the official display font for Decimal’s touchscreens.
For MJBizCon, the interactive display used three core layouts. The first was a cover screen featuring a series of custom icons, each acting as a button. When a visitor selected one, the screen transitioned to a bright orange loading view with the Decimal logo before fading into the equipment page. On these pages, visitors could explore clickable dots with animated pulses overlaid on product images. These hotspots opened pop-ups with details about specific parts of the equipment, a practical solution for showcasing additional products that couldn’t physically fit in the booth.
Beneath each equipment view, supplementary product details were displayed, along with a persistent footer menu featuring certification and spec information. Hidden navigation buttons were also included to allow the sales team to quickly access educational content and jump between sections on demand, making the experience both a customer showcase and a versatile sales tool.
Tradeshow Display
Interactive Touchscreens & Iconography
Beyond print and traditional collateral, I also supported Decimal in designing an interactive touchscreen experience to serve as a digital product catalog. I collaborated closely with the Electrical/R&D Manager, who typically develops the interactive displays for the company’s equipment. I led the visual design while my teammate handled the programming, working through challenges like font compatibility, for instance, the standard Decimal typeface (Transducer) did not render properly in the software. I sourced a new typeface, Bai Jamjuree, that complemented the brand while working reliably across all interactive systems, ultimately becoming the official display font for Decimal’s touchscreens.
For MJBizCon, the interactive display used three core layouts. The first was a cover screen featuring a series of custom icons, each acting as a button. When a visitor selected one, the screen transitioned to a bright orange loading view with the Decimal logo before fading into the equipment page. On these pages, visitors could explore clickable dots with animated pulses overlaid on product images. These hotspots opened pop-ups with details about specific parts of the equipment, a practical solution for showcasing additional products that couldn’t physically fit in the booth.
Beneath each equipment view, supplementary product details were displayed, along with a persistent footer menu featuring certification and spec information. Hidden navigation buttons were also included to allow the sales team to quickly access educational content and jump between sections on demand, making the experience both a customer showcase and a versatile sales tool.
Decimal Transition Screen
Branding in Motion
This dynamic animation serves as a signature element in all Decimal Engineered Systems video content. It showcases the custom Transducer typeface, a stencil font characterized by its uniform horizontal gap, brought to life through motion.
An orange line elegantly traces the contours of each letter, emphasizing precision, before settling smoothly into the decimal point. The result is a playful yet refined motion signature that reinforces Decimal’s identity and adds instant recognizability to every piece of content.
Decimal Transition Screen
Branding in Motion
This dynamic animation serves as a signature element in all Decimal Engineered Systems video content. It showcases the custom Transducer typeface, a stencil font characterized by its uniform horizontal gap, brought to life through motion.
An orange line elegantly traces the contours of each letter, emphasizing precision, before settling smoothly into the decimal point. The result is a playful yet refined motion signature that reinforces Decimal’s identity and adds instant recognizability to every piece of content.
2022 – 2024
Social Media
At the start, Decimal’s photography library was limited, so a series of graphic-forward posts was developed using available product renders and existing photos. The goal was to strike a balance between playful and educational, building early audience engagement.
Following the success of MJBizCon, our team prioritized creating more original content across all platforms. Social media evolved into a more dynamic space for the brand, with engaging reels, equipment highlights, and design-driven storytelling. I focused on the graphic side, developing custom posts for holidays, industry events, and key cannabis moments like 4/20 or 7/10. These visuals helped reinforce the brand identity while giving the company a consistent and professional voice online
Branded Givaways
Stickers & Pins
Stickers became a creative way to expand the Decimal brand and connect with audiences on a more playful, collectible level. Many of the designs were created around major holidays and cannabis industry dates like 4/20 and 7/10, using the company emblem as a foundation for bold visual riffs. These limited-edition designs gave the brand room to show personality while maintaining consistency across channels.
Other stickers were designed specifically for tradeshows like MJBizCon and ICBC, offering memorable takeaways for booth visitors. One standout was a pin featuring our illustrated 5.HX Hydrocarbon Extractor, a fan favorite that doubled as a conversation starter and branded keepsake.
Branded Givaways
Stickers & Pins
Stickers became a creative way to expand the Decimal brand and connect with audiences on a more playful, collectible level. Many of the designs were created around major holidays and cannabis industry dates like 4/20 and 7/10, using the company emblem as a foundation for bold visual riffs. These limited-edition designs gave the brand room to show personality while maintaining consistency across channels.
Other stickers were designed specifically for tradeshows like MJBizCon and ICBC, offering memorable takeaways for booth visitors. One standout was a pin featuring our illustrated 5.HX Hydrocarbon Extractor, a fan favorite that doubled as a conversation starter and branded keepsake.
Biomechanical Sticker
Cyber Decimal
As part of our effort to build brand energy beyond traditional formats, I designed a specialty sticker called Cyber Decimal, a biomechanical illustration that blends my signature art style with Decimal’s identity. Built around the D emblem, the artwork tells a layered visual story of a beautiful yet functional machine, just like the equipment Decimal manufactures.
Inside the emblem, a premium hemp field grows beneath a transparent panel. At its core, a cockpit houses a figure in a welding mask, overseeing the internal systems. The surrounding structure features tubes, conduits, and paneling, evoking a futuristic yet grounded sense of engineering. It’s a story within a story, a surreal homage to the complexity and precision behind every Decimal product.
Biomechanical Sticker
Cyber Decimal
As part of our effort to build brand energy beyond traditional formats, I designed a specialty sticker called Cyber Decimal, a biomechanical illustration that blends my signature art style with Decimal’s identity. Built around the D emblem, the artwork tells a layered visual story of a beautiful yet functional machine, just like the equipment Decimal manufactures.
Inside the emblem, a premium hemp field grows beneath a transparent panel. At its core, a cockpit houses a figure in a welding mask, overseeing the internal systems. The surrounding structure features tubes, conduits, and paneling, evoking a futuristic yet grounded sense of engineering. It’s a story within a story, a surreal homage to the complexity and precision behind every Decimal product.
Website Redesign
Decimal’s original one-page scrolling site provided basic access to product information, but it didn’t offer a full view of the catalog. It relied on a carousel of downloadable cut sheets, which made it harder for customers to quickly explore and compare equipment.
In mid-2023, we launched a fully custom WordPress website that expanded the digital experience and showcased the complete product line. The new site features interactive navigation, modular anchor-linked sections, and high-impact visuals. From bold brand graphics to custom photography, every element was designed to bring Decimal’s identity to life.
The site architecture plays off the brand’s signature rounded square motif, creating a cohesive and recognizable visual language. Each main product page includes dynamic video reels that draw users into the experience, making even complex machinery feel approachable and engaging.
Website Redesign
Decimal’s original one-page scrolling site provided basic access to product information, but it didn’t offer a full view of the catalog. It relied on a carousel of downloadable cut sheets, which made it harder for customers to quickly explore and compare equipment.
In mid-2023, we launched a fully custom WordPress website that expanded the digital experience and showcased the complete product line. The new site features interactive navigation, modular anchor-linked sections, and high-impact visuals. From bold brand graphics to custom photography, every element was designed to bring Decimal’s identity to life.
The site architecture plays off the brand’s signature rounded square motif, creating a cohesive and recognizable visual language. Each main product page includes dynamic video reels that draw users into the experience, making even complex machinery feel approachable and engaging.
Website Design
Category Pages for Better Browsing
To cover the wide selection of products, Category pages were put in place to act as hubs for the different product lines. These pages gave customers a brief description of what the genre was about and they could easily find all the machines starting from the smallest to the largest to fit their facility.
Website Design
Category Pages for Better Browsing
To cover the wide selection of products, Category pages were put in place to act as hubs for the different product lines. These pages gave customers a brief description of what the genre was about and they could easily find all the machines starting from the smallest to the largest to fit their facility.
Interactive Product Pages
Turning Spec Sheets into Sales Tools
Each product page was designed as an interactive spec sheet, built to educate and convert. The header features a cinematic reel that gives users a dynamic walkaround of the machine. As visitors scroll, they encounter an interactive hotspot section, mirroring the experience of our touchscreen tradeshow display, which highlights key machine features by name.
The page continues with an overview of the product, followed by supporting imagery, feature highlights, and a detailed specifications table. A dedicated highlights section further breaks down what sets each machine apart.
To generate leads, downloadable equipment cut sheets were gated behind intake forms, ensuring the site collects valuable customer data. Tailored CTAs at the bottom of each page guide users to relevant content elsewhere on the site, with messaging customized to each product.
Interactive Product Pages
Turning Spec Sheets into Sales Tools
Each product page was designed as an interactive spec sheet, built to educate and convert. The header features a cinematic reel that gives users a dynamic walkaround of the machine. As visitors scroll, they encounter an interactive hotspot section, mirroring the experience of our touchscreen tradeshow display, which highlights key machine features by name.
The page continues with an overview of the product, followed by supporting imagery, feature highlights, and a detailed specifications table. A dedicated highlights section further breaks down what sets each machine apart.
To generate leads, downloadable equipment cut sheets were gated behind intake forms, ensuring the site collects valuable customer data. Tailored CTAs at the bottom of each page guide users to relevant content elsewhere on the site, with messaging customized to each product.
