With new investment capital and a wave of M&A activity, Upchurch recognized the need for a unified brand strategy to fuel future growth, streamline integration, and reflect the caliber of its evolving solutions. They turned to MonogramGroup to reimagine their brand architecture and framework, aligning their message, visual identity, and digital presence with their growing ambitions.

MonogramGroup led Upchurch through an in-depth discovery and brand strategy process, balancing timing, financial considerations, and acquisition velocity to craft a branded house architecture. The result was a future-forward brand platform, including a new website, messaging framework, design system, internal and external collateral, and a comprehensive brand usage guide.

We worked closely with stakeholders at all levels—from field teams to C-suite executives and PE sponsors—to ensure internal alignment and a smooth integration across acquired companies. While the website is a flagship expression of the new brand, the true differentiator lies in the groundwork laid for seamless, repeatable acquisition integration. As new companies join the Upchurch family, the brand is already driving cultural connection and long-term value creation.