Driving Change: UMM’s New Direction
Client:
União Metalo-mecânica
União Metalo-mecânica
THE PROJECT
For a recent project, I took on the challenge of reimagining the branding of a Portuguese company that hadn't fully tapped into its potential. In my research, I uncovered the fascinating story of UMM (União Metalo-Mecânica), a brand that emerged in the aftermath of the war. Established in 1977 from a military jeep abandoned in Portugal, UMM's founders ingeniously transformed it into a rugged vehicle, laying the foundation for the UMM brand's focus on manufacturing and distributing 4x4 vehicles for various industries.
UMM quickly gained renown for the durability and strength of its jeeps, notably showcasing its prowess in the Paris-Algiers-Dakar rally, where all entered vehicles successfully completed the race. This history of resilience led me to identify adventure enthusiasts and radicals as the most compelling target audience for the brand.
STRATEGY
STRATEGY
Given the fiercely competitive automotive market dominated by established players like Jeep, Land Rover, Chevy, and Cybertruck, I proposed a daring strategy: rather than continuing to manufacture cars, UMM could leverage its expertise in metallurgy to produce automotive parts. This strategic pivot not only capitalizes on UMM's legacy of strength but also transforms competitors into potential customers, thereby expanding its market reach.
In rebranding UMM, I designed typography and a logo that harken back to its origins – square and robust – to reflect its enduring legacy of durability. Additionally, I utilized imagery that underscores UMM's ruggedness and resilience. The brand strategy I crafted embodies UMM's rich heritage while charting a course for its future success as a leader in automotive parts production
CONCEPT
UMM's new visual identity is inspired by the principle that "form follows function." As the brand focuses on producing high-quality accessories for off-road vehicles, the design needed to reflect versatility and user-driven creativity. LEGO bricks served as the perfect inspiration, as they are strong, structured, and adaptable, allowing users to build and customize freely. This concept aligns with UMM’s mission: providing durable, high-quality components that empower off-road enthusiasts to modify their vehicles according to their unique needs and imagination.
CONCEPT
UMM's new visual identity is inspired by the principle that "form follows function." As the brand focuses on producing high-quality accessories for off-road vehicles, the design needed to reflect versatility and user-driven creativity. LEGO bricks served as the perfect inspiration, as they are strong, structured, and adaptable, allowing users to build and customize freely. This concept aligns with UMM’s mission: providing durable, high-quality components that empower off-road enthusiasts to modify their vehicles according to their unique needs and imagination.
