Universal Plant Services

Universal Plant Services provides expert services designed around maximizing the critical assets of the energy industry and has become the provider of choice for some of the largest refining, petrochemical, and power generation complexes in North America. With a growing footprint, it was important for UPS to develop new marketing tools that better aligned with their newly restructured service offerings and business objectives. UPS partnered with Herring to create a refreshed brand identity platform that accurately represents their increasing capabilities and their commitment to their clients and employees.

Insight & Discovery
Brand Voice & Messaging
Website Design
Printed Communications
Photography Direction

Brand Identity

We approached the messaging and visual design based on key words and characteristics that we discovered during multiple creative discussions with the executive team. Through bold statements and heroic photography, we were able to convey UPS’ proud history and promote the personality of the company: confident, professional, experts, and client-focused. We art directed the custom photography to showcase the unique environment in which UPS operates and to highlight the professional level of their employees.

Brand Experience

Telling the UPS story through various mediums was a strategic goal for UPS. It was critical for their sales team to have the correct marketing materials during client interactions that would assist in promoting the updated services lines. Printed brochures and equipment trailer wraps were distributed nationwide and have been successful in creating awareness and building new leads. By aligning with the new website, we have helped to build a strong and consistent brand.