08/28/2025
I did brand management & design for SCE Gaskets for 12 years until the founders left. They became my friends, trusted my instincts, & said I could “read their minds”. I'm so grateful for the relationships & opportunities. Here are some naming & tagline projects I did for them. Competitor & trademark research were included.
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MLS Spartan Head Gaskets
New no-fuss, multi-layer steel. Playing on their established Titan gasket line, I presented names based on myths, legends, giants, & swords. They chose Spartan for its double meaning, ”simple”. 2015 at F8 Creative
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Vulcan Cut-Ring Head Gaskets
Composite body with steel fire rings. Atlas was picked for its globe/circle/strength meaning, but deeper research found a direct conflict. So we went with Vulcan, the Roman god of fire & forge. And the hidden meaning of Spock’s Vulcan Death Grip, the cut-ring grips into the cylinder head. 2018
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Accu-Seal Pro Head Gaskets
Not naming, but un-naming. Their old Pro-Seal head gaskets lost a TM challenge, so we started brainstorming a new moniker. Then I said “wait, you already use the Accu-Seal Pro name, but not for head gaskets, can you apply it to these?”
Done. It had the familiarity of the former name while further establishing Accu-Seal Pro as their high-tier line. 2020
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American Quality Since 1990
They teamed up with an Italian maker for MLS Spartan, but now “Made in USA” wasn’t accurate for all parts. This tagline solution was punchy & factual, without diluting their quality heritage. Rather than “25 years”, I kept it evergreen with “since 1990”. 2017
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