Rebrands
DIGIN Midwest
Rebranding a respected association with an identity that reflects its mission and momentum.
Project Overview
DIGIN Midwest, formerly known as the Midwest Utility Contractors Association (MUCA), is a collective of underground utility and civil construction professionals across the Midwest. As a long-standing advocate for safety, quality, and progress, the organization plays a pivotal role in supporting the people and companies that build the essential infrastructure communities depend on.
However, the MUCA brand no longer captured the depth and direction of the organization’s work. Leadership recognized the need for a more modern, resonant identity – one that reflected both the literal work of digging and the metaphorical work of digging in: to relationships, innovation, and the future.
That’s where Mercury came in. MUCA partnered with us to lead a rebranding effort grounded in clarity, purpose, and authenticity. Together, we transformed their name, identity, and voice into a brand that invites members to be part of a movement building something bigger than themselves.
Client Goals
The rebrand was a proactive evolution driven by member feedback and market signals. MUCA was widely respected – but often misunderstood. The acronym didn’t resonate with new audiences, and the visual identity lacked the energy and clarity to represent their broad impact.
The new name needed to do more than just describe, it had to inspire. DIGIN Midwest emerged as both a literal and metaphorical name:
- Functional: A nod to digging – core to the work of its members.
- Metaphorical: A call to action – digging deeper into excellence, innovation, and unity.
The organization chose Mercury Creative Group for our experience in naming strategy, identity design, and stakeholder alignment—knowing we could help them bridge tradition with transformation.
"It’s been so exciting to be the first to dive in and use the new brand—it fits so naturally. The new DIGIN Midwest identity not only works better, it truly stands out. It feels like a strong brand that’s finally its own thing—clear, recognizable, and uniquely ours."
— DIGIN Marketing Team Member
Results
Since the rebrand, DIGIN Midwest has experienced a renewed sense of energy, recognition, and engagement:
- Stronger clarity: Stakeholders understand the organization’s mission at a glance.
- Greater pride: Members feel the brand now reflects their work and values.
- Broader appeal: The modern identity resonates with new members, partners, and younger professionals.
- Aligned messaging: Communications now reflect the organization’s essential value—Good Work—and its focus on advocacy, safety, innovation, and impact.
The transformation positions DIGIN Midwest to lead the next chapter of infrastructure development across the region, with a unified voice, a bold new name, and a brand built to last