BYE BYE BLUE

UMC

Brand Identity, Vehicle Graphics and Web

In 2020, University Mechanical Contractors marked its 100-year anniversary with an overhaul of its brand, ensuring it would be set up to continue its long run as a leader in mechanical contracting and consulting in the Northwest. For two decades, the Seattle construction market has been red hot, and firms like UMC have had great success in growing their sales. However, to be set up for ongoing success should the market become more competitive (which it certainly will), UMC knew they needed to clarify their value proposition. A new brand strategy was brought to life through an updated visual identity, designed to better distinguish UMC from their competition and connect with their clients, partners and recruits.

Client

UMC

Disciplines

Strategy,

Identity,

Digital,

Print

Visit

umci.com

UMC logo in blue before the updates.

Strategy

Despite their name, University Mechanical Contractors was neither focused on work for universities, nor were they exclusively mechanical contractors; in fact, describing themselves as such was limiting their ability to pitch higher-value capabilities, like energy efficiency and systems engineering. 

Our strategy partners at Stoke led the client team through an expedited positioning exercise to help set the foundation for the updated brand. Already known colloquially as “UMC,” the recommendation was to shorten the name to just the acronym, and—since most of their competitors have blue logos—to embrace an entirely new look and feel that zigs to the zag of the competitive landscape. The brand was reinvented around the proposition that UMC makes critical problem-solving effortless for their customers.

Stacks of UMC business cards with backs in orange, gray and black featuring the logo.
UMC brochure cover featuring the "Building Ingenuity" tagline and subhead "Design, construct and manage smarter facilities," with a bold geometric layout combining a close-up of a steel lattice structure and a photo of a modern atrium building exterior.
A UMC brochure spread titled "Excellence at Every Angle" featuring the Federal Center South headquarters for the US Army Corps of Engineers, with a full-bleed exterior photo and project stats highlighting 25 kBTU/SF/YR energy use, 209k square feet, and a LEED Platinum rating.
A UMC brochure spread titled "Challenges Welcome" on a dark background, featuring Seattle landmark photography including the Space Needle and Amazon Spheres, with a "Safety First & Always" callout highlighting UMC's commitment to employee wellbeing.
A set of six white line icons on a black background representing UMC's services and specialties, including mechanical systems, piping, controls, sustainable landscaping, and building management.
Two full-page views of the UMC website in desktop layout, showing sections including "A more effortless future," "We've got your back," a featured Amazon Spheres project, "Bringing nature indoors," "Proactive is our mantra," and a "Work with us" recruitment section—in a bold orange, black, and white palette.
A UMC branded cargo van with a full wrap featuring the bold geometric logo mark in white and orange against an orange background.
A dark gray UMC hard hat with the orange logo mark and white "umc" wordmark on the side.

“There were two huge wins out of working with Turnstyle: One, not having gone through a deep rebrand before, they guided us and educated us on the process. They, along with their strategy partner Stoke, facilitated our brand exploration and really helped us know our brand better before deciding what direction to go with it.

And two, the results. The response from our employees and clients has been nothing short of impressive. I didn’t think the brand—both the language and imagery—would create such a positive and vocal response once we launched. I credit that to Turnstyle’s leadership and advice on how to message and promote the new brand.”

Steve Brooks
VP, Business Development

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