Barrel Precision Machining
“It’s a huge upgrade… and the reception from [our team] was very good.”
As the founder of Banyan Global Technologies and its firearms brand, Tactical Kinetics, Jeff Kaplan had built a reputation for precision and performance in one of the most demanding industries out there. But with political volatility and shifting market conditions, he knew it was time to diversify beyond gun barrels. The company’s machining capabilities ran deeper than firearms — and they needed to show it.
The Background
Banyan Global Technologies is a production machining company that has been around since 2007, mostly built on word of mouth and relationships. After the 2016 election, the company’s president, Jeff Kaplan, noticed an increase in demand for firearms and spun off a new brand called Tactical Kinetics. Business took off and TK grew to become the go-to source for gun barrels. More recently though, he noticed the firearms market becoming more saturated and volatile, causing stagnation and lots of extra machine capacity.
With skilled and stable employees, engineering expertise, and modern quality systems paired with sophisticated machining capabilities including multi-axis and Swiss turning, TK can produce up to 30,000 barrels monthly–or one barrel a minute. To fill up machine time and grow the business, Jeff was ready to diversify again. Some potential targets that aligned with their capabilities included medical, defense, maritime vessels, power generation, hydraulic shafts, industrial gas turbines, and more.
Long-term, Jeff wanted to reduce market volatility, achieve sustainable growth, and build a business that would continue to inspire pride in his team while expanding opportunities for innovation and impact. To make this happen, Banyan needed a new Radical brand that would highlight their technical strengths, and a Stupid Simple Marketing Machine to magnetize new target audiences.
The Challenge
The Tactical Kinetics brand positioned them to attract business in the firearms space, but it was too specific for them to diversify into new markets. It focused on the end products and didn’t communicate the full scope of what the team could do, from deep-hole drilling and complex shafts to precision components for defense, energy, and industrial markets.
The name “Banyan Global Technologies” also didn’t capture the grit or the expertise of the people behind the work. It sounded more like a tech corporation than a machine shop and had virtually zero online presence.
The Solution
We built a new brand, Barrel Precision Machining, from the ground up.
The name was a nod to what they’re known for, deep-hole drilling, but the design, tone, and story opened up a new world of opportunity. Drawing from our brand concept of “precision with personality,” we created a visual identity that balanced technical confidence with modern energy: think rugged meets refined.
From there, we:
Designed a new logo and visual system that broke from the traditional “industrial gray”
Developed messaging centered on their precision, versatility, and experience
Built a modern Squarespace website showcasing examples of their work
Integrated video and photography that captured their process and people in action
Equipped Jeff’s team with custom content templates, social media assets, and a marketing tracker to keep momentum
The tone of the brand leaned into Jeff’s own leadership style and personality — straightforward, dependable, and adventurous. We were going for something that said, “Not your dad’s machine shop — more rock & roll, but also stable and reliable.”
The Impact
The new identity gave Jeff’s team a platform to stand on, and a voice to match their expertise.
It gave them confidence to reach new audiences without abandoning the TK brand or what makes them a great manufacturing partner. It’s still about precision. It’s still about craftsmanship. But now, it’s also about growth, and being seen as the world-class machining team they’ve always been.
This wasn’t just a new logo or a website. It was the creation of a standalone brand with staying power, one that honors where they started and makes room for where they’re going next.
Want your shop to look as good online as it runs in real life?
Schedule a quick 15-minute call with Emily HERE to figure it out. No sales pitch, no gimmicks, just a quick introduction to see how we jive.
Learn more about our Radical process here.
