Creative Brief

Since our firm began offering MEP Engineering services over 28 years ago under the name M.E. GROUP, we have been confused with like-named competitors such as ME Engineers, MEP Engineers and Metcalf and Eddy, among others.  As leadership within the firm worked to diversify services and expand geographically, this name confusion limited these efforts and helped us to quickly recognize the need to change our identity.
The collective objective was to create a new brand identity that properly reflected our:
    •    Core Values: Genuine, Progressive, Advocate
    •    Purpose: Improving Life through Better Built Environments
    •    2030 VISION:  To lead a movement that shifts the focus of our industry to place people first, optimizing a balance between Human Experience and Environmental Stewardship. As the trusted ally, we will impact 500,000 occupants per day by 2030 with our Human Centered Design approach
    •    Employee Owners: People are at the core of everything we think, create and do.
BranchPattern is a combination of two separate words, inspired by fractals in nature and the built environment. This new name strikes the balance we desired; resonating with the aspirations of new employees and aligning with our values, purpose, vision and people.
To complement our new name and identity, a whole host of new collateral was created to explain our brand story and let the world know who we are and what we offer.  This included, but was not limited to, a new website, brochure, stationary, signage, proposal materials, and socks.