Reimagining TMCO’s Brand Identity and Website Design
It Starts with a Rebrand
When the look and feel of a brand identity doesn’t reflect the innovation of the company behind it, the lack of cohesion creates customer confusion. TMCO, a Lincoln metal manufacturer with a 50-year legacy of excellence, had a rich history of tackling tough challenges.
Together with TMCO, we set out to create a brand identity and digital presence that matched their fearless approach while also giving them forward momentum entering its 50th year.
A Legacy Outpaced by its Image
TMCO started as a one-man workshop and has grown into a manufacturing powerhouse with 250 employees across 350,000+ square feet. Yet, decades of piecemeal branding left them with an inconsistent identity—with multiple logos used differently across signage, print, and digital channels, and a website that didn’t showcase its cutting-edge capabilities.
TMCO asked our team to bring coherence and a modern look to TMCO’s brand, all in time for their 50th anniversary in early October 2024.
TMCO is Metal Reimagined
To bring TMCO’s story to life, we created a bold new logo, paired it with the tagline ‘Metal Reimagined,’ and introduced a photography style that reflects how TMCO consistently rises to the challenge. Their transformation unfolded in three key phases:
1. Brand Identity: Strength in Storytelling
- Discovery: Through employee interviews, we listened closely to understand the culture, values, and vision that had carried TMCO forward for five decades.
- Logo Design: The new wordmark drew inspiration from metal bending—sharp interior corners and rounded exterior edges, creating a balance of strength and agility.
- Color Palette: A bold blue, referencing both flame and ice, was paired with electric yellow for contrast. Together, the palette carried energy and connection to TMCO’s origins in 1974.Tagline: “Metal Reimagined” honors the brand’s long-term craftsmanship while pointing toward new innovation.
2. Website: A Digital Showcase
The website is an experience in metalwork. Visitors can quickly learn about the full range of services offered by TMCO, and we made sure to show the team members in action, humanizing the brand by highlighting its exceptional company culture. With bold photography, compelling video, and simplified navigation, the site moves from curiosity to action. Most importantly, it celebrates TMCO’s capabilities, showing how TMCO can take a project from concept to completion. Behind the visuals, our SEO strategy ensured their digital presence could compete locally and globally to help bring in clients in the Midwest and beyond.
3. Implementation: Bringing the Brand to Life
From new signage across their campuses to a revitalized social media presence and a 50th anniversary gala, the rebrand came alive across every touchpoint. Each piece carried forward the story of “Metal Reimagined,” uniting the brand into one identity that would resonate with customers.
Set for the Next 50 Years
Our team planned the 50th anniversary celebration, which included remarks from the Mayor of the City of Lincoln, a Nebraska State Congressman, and the Governor of the State of Nebraska. The event created a platform for the company to announce a commitment to fifty more years of excellence in manufacturing. TMCO clients from around the world flew in to attend, and the 50th anniversary served as the ideal brand launch moment. TMCO’s most important customers were able to share meaningful stories from the past and get an idea of the TMCO’s marketing strategy for the future.
The brand launch also marked a structural change in TMCO’s online presence. The numbers tell the story:
- Social growth: LinkedIn followers rose 25%, Instagram by 33%.
- Digital performance: Page views increased 57%, scroll depth nearly tripled, and form submissions grew by 168%.
- Visibility: New signage alone reached more than 2 million views along Lincoln’s busiest roads.
TMCO Rebrand Takeaways
Start with listening—because the best brands grow from within. Taking time to understand a company’s culture lays the foundation for reshaping its identity in a meaningful way. A brand is more than a logo; every touchpoint, from signage to social media, should tell a cohesive and compelling story. And in today’s world, digital matters just as much. A website should be an experience in itself, reflecting your values and capabilities with clarity and confidence, no matter the industry.
