Evolution Motion Solutions, created by the merger of Womack Machine Supply and Morrell Group, is a leading engineering partner, systems integrator, and value-added distributor of advanced hydraulic, electromechanical, and pneumatic technologies.
As portfolio companies of Denver-based private equity firm Platte River Equity, Womack and Morrell saw an opportunity to leverage their combined expertise more effectively and deliver even greater value to their customers under a new brand.
The Evolution Motion Solutions rebrand also presented a fascinating challenge: how to honor over 80 years of combined expertise and customer trust while positioning the company for future growth.
The name “Evolution” emerged as the perfect way of honoring the companies’ rich legacies while communicating their commitment to continuous advancement and adaptation.
Through extensive stakeholder interviews and a Brand Story Workshop, we arrived at a critical insight: Evolution does not manufacture its customers’ systems and machines but instead plays a vital role in helping them run more efficiently and reliably.
The messaging we developed for Evolution was inspired by the insight that Evolution does not manufacture its customers’ systems and machines but instead plays a vital role in helping them run more efficiently and reliably.
We developed a complete visual identity system that unified multiple specialized companies including Womack Machine Supply, Morrell Group, LOR Mobile Controls, and Stegner Controls under the Evolution Motion Solutions brand.
In Living the Brand Workshops, we introduced the new brand to employees across the company, giving them the tools they needed to talk about Evolution as an Engineering Partner, Systems Integrator, and Value-Add Distributor (ESV), bringing unmatched expertise and industry insight to every project.
At the brand launch of Evolution Motion Solutions, each employee was given a Brand Book that served multiple roles: it aligned the histories of both Womack Machine Supply and Morrell Group, explained their shared values, and described the broader range of industries the combined organization now served.
We created comprehensive brand guidelines to ensure consistent implementation across their 20 locations serving 31 US states and one Canadian province. The seamless rollout of the new brand involved coordinating updates to everything from facility signage to technical documentation, ensuring a coherent experience for customers and employees alike.
A wide range of communication templates were created for Evolution, including brochures, sales sheets and PowerPoint decks.
