Where Legacy Trades Get the Tools to Grow
Mid-Am is a Midwest-based private equity firm focused on hardworking blue-collar businesses with strong foundations and room to grow. The identity was built around that same spirit, drawing from Americana, union trade culture, and industrial legacy through the classic red, white, and blues and an eagle-inspired mark. The goal was to create a brand that felt trustworthy, grounded, and distinct while building a visual system that could scale cohesively across Mid-Am’s growing family of operating companies.
Mid-Am Building Solutions
(Clinton Electric, Haase Mechanical, Sexson Mechanical)
Client
Services
Brand Strategy & Identity
Verbal Identity
Web Design
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Mid-Am’s Operating Companies
As Mid-Am has welcomed more companies into its portfolio, the goal has been to make the brand ecosystem feel more connected while still keeping the personality of each business intact. The refreshes focused on tightening things up visually with updated logos, typography, and a shared red, white, and blue palette that ties each company back to the larger Mid-Am brand.
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Role: Brand & Creative Director
Agency: Traction
Year: 2025