The guy’s name was Bruce, and he ran a modest, high-quality machine shop across the street form a local airport. Their core business was making parts for aerospace applications. BMI mostly worked with aluminum alloys, but also machined some polymers and the occasional hard material. Bruce wanted his brand to look and feel bigger, hoping to attract business from first-tier (farther up the supply chain) customers, rather than relying on short-run contract jobs from regional parts suppliers.