Rochester Midland Corporation Built on chemistry, powered by partnership
With new leadership and a global presence, Rochester Midland Corporation retired its legacy namesake for one that fit the worldwide stage: RMC. But food safety and water treatment are categories built on precision and trust. More than an updated name, RMC needed to define its identity and show up as the trusted partner it is.
Services
- Logo design
- Primary + secondary research
- Strategy
- Brand building
- Copywriting
- Public relations
This chemical client used market insights to redefine their brand.
RMC grounded its evolution in clarity. Studying the market, the shifts shaping it and what customers in the space value most. In a sector defined by compliance and consistency, the company uncovered a simple truth: Buyers weren’t just buying hygiene solutions or sustainable cleaning technologies—they were looking for confidence.
The repositioning featured a new brand promise and foundational messaging.
That insight was the foundation for a new identity centered on partnership, performance and protection. And so, a new brand promise was born: Built on chemistry. Powered by partnership. From there, sharper language and unified messaging followed, giving RMC the tools to speak with clarity and confidence at every touchpoint.
Animation of chemical company logo design
Image of chemical company logo on fabric, and image of chemical company printed collateral
A new visual system and logo design help differentiate this chemical company in a crowded category.
An upgraded visual system was paired with the shift in messaging, complete with a colorful new logo. Combining a water droplet with the shape of a beaker, the design blends science with the water systems RMC supports every day. Its interlocking elements reflect RMC’s commitment to sustainable solutions, technical depth and long-term customer partnership. In a category known for visual sameness, RMC now stands out with purpose.
Client Testimonial
“We’re well on our way to evolving our image and improving our culture for everyone to live our values and brand every day at RMC! Thanks to you and your team for amazing work to help us with this.”
Key Elements
- A brand promise that sharpened positioning across every market
- A modern identity of confidence and global capability
- Messaging that reflected customer priorities
- A unified internal narrative aligning teams around what’s next