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.




Strategy, Identity, Digital, Print


Umc Logo Before 1600Px


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.

Umc Business Card 2400Px
Umc Brochure Cover2 1600X1400
Umc Brochure Spread2 1600X1400
Umc Brochure Spread2 2400
Umc Icons2
Umc Van Full Wrap Three Qtr 2400
Umc Helmet 2400Px

“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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