Branding + Design + UI/UX + Advertising

Aljon

Aljon is a machinery manufacturer serving highly specialized industries—producing powerful equipment for landfill management and snow removal at airports. Competing with industry giants like John Deere, Aljon needed a brand that could confidently stand beside, and even above, its competitors. The rebrand needed to feel bold, tough, and enduring, while still embracing a modern aesthetic that would carry the company forward.

The primary goal was to position Aljon as a leader—strong, reliable, and capable of delivering top-tier industrial solutions. To achieve this, I developed a visual identity that communicates strength and precision while remaining clean and contemporary. The logo design features solid, grounded typography with subtle rounded corners to soften the edges just enough to make it feel modern without sacrificing impact. This balance of power and refinement gives the brand a professional polish that appeals to both industrial clients and corporate partners.

Bright, high-contrast brand colors were introduced to bring energy and visibility to the identity, helping the brand stand out in environments typically dominated by muted or utilitarian palettes. A custom pattern was developed to support the brand system—subtle, yet technical in nature, it evokes the structure and movement of heavy machinery without being overly literal.

Photography plays a central role in the new brand direction. Crisp, high-quality imagery of Aljon’s machines in action showcases the engineering and durability of the equipment, while also humanizing the brand by highlighting real environments and use cases. The layout and presentation of this imagery were intentionally bold and clean, allowing the product to take center stage.

The result is a brand that feels unapologetically strong yet refined, with a visual language that communicates confidence, quality, and innovation. Aljon’s new identity positions it not just as a manufacturer, but as a forward-thinking leader in a demanding and competitive marke

© New York Ave. and Aljon