Genesis Print & Copy Services Inc. is a gem in the ocean that is known as Chicago. Quality printing services are hard to find on the south side of Chicago. That is where they fill that demand. It is a family owned and run business since 1993, that serves their customers as one of their own—family. I was hired to modernize their brand identity to attract a wide range of clients, while maintaining a small shop, family oriented aesthetic. Viewing the ins & and outs of the shop, every machine and every person is working. From printing a project to brainstorming, the wheels are always turning. The “Cogwheel” is representative of the work process. From one step to the next in rotation is what keeps the shop running.