MSP Manufacturing
“I’ve gotten more out of working with you, Emily, in six months than I did in three years with the previous marketing company.”
The Situation
Johnny Goode isn’t just running a machine shop, he’s redefining what it means to lead one.
As the second generation in a legacy that began in 1943, Johnny has taken MSP Manufacturing from just another machine shop to a go-to resource for aviation, defense, and space-bound components.
His background in law enforcement and the National Guard shows up in everything he does — from the discipline of his team to the care they take with every single part that leaves the floor.
But his old brand wasn’t telling that story.
The Challenge
MSP’s former brand made them look like a faceless corporation — all stock photography, buzzwords, and “divisions” that didn’t actually exist. It gave the impression of size without substance, when what really makes MSP special is the people behind the work.
The website definitely wasn’t the worst we’ve seen — it just wasn’t real.
Johnny’s team builds parts that go into aircraft and defense systems around the world, but their brand didn’t reflect that level of precision, trust, or personality, and it didn’t show how Johnny’s unique background gave him a deeper understanding of the products they make. After years of working with a marketing agency that didn’t focus on manufacturing, having to hand-hold and feed them content, Johnny was done playing translator.
The Solution
We stripped away everything fake — the divisions, the stock photos, the filler — and built a brand that shows what MSP actually is: a tight-knit team of pros who love what they do.
We captured authentic photography and video of the team in action, designed a modern website that’s as clean and precise as their work, and built messaging rooted in real-world expertise. Every line, every image, every color was chosen to feel like them: confident, capable, and human.
We also put Johnny’s story and style front and center. He’s lived in the worlds of law enforcement, aviation, and defense — and that firsthand experience gives MSP an edge that most shops simply can’t match. Now, that story sits at the heart of the brand, and it’s helped him feel more confident in how to approach conversations with potential customers and partners.
The Impact
Since launch, MSP’s brand has done exactly what it was built to do: attract the right work and the right attention.
Modern Machine Shop featured Johnny for his leadership and innovation.
MSP has landed new opportunities in both defense and aviation sectors.
And Johnny’s own voice — on panels, podcasts, and in person — is helping redefine what leadership looks like in modern manufacturing, and helping him win business.
“Since I started drinking Emily’s Kool-Aid and telling our story, I’ve had way more success turning trade show conversations into actual orders... We’ve had several record months since we launched.”
This wasn’t just a rebrand. It was a recalibration of how MSP shows up in the world.
Now, when customers find them, they don’t see a faceless company — they see people they can trust with mission-critical work.
Want your shop to shine like Johnny’s?
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.
