Getting something new is always exciting. Maybe it’s new threads, a new car, a new home, or maybe it’s a new brand and website! We were thrilled when Midwest Pump & Equipment Co. approached us with their story and challenged us to tell it through new branding and web design.

The Narrative

Midwest Pump & Equipment Co. is a petroleum service and construction leader in the Midwest, dedicated to providing clients and partners with timely customer service, unprecedented industry experience, and an unwavering commitment to excellence. Like many established companies, Midwest Pump & Equipment Co. does a TON of great work for their clients—but sometimes, they forget to take some much needed “me” time. With 30 years under their belt, they noticed that their old promotional and branding tactics simply didn’t work as well as they used to. They needed a new look—something modern and up-to-date that still reflected their storied history as an industry leader. And that’s where Team Tellwell comes in!

The Project

We worked with the team at Midwest Pump & Equipment Co. to create a new name, one that was memorable, concise, and to-the-point. And it was simpler than you would think! They became MPE, an acronym much of their client base already recognized them by. Similar to their new name, we took a minimal approach to their website. We used space to our advantage, but also utilized bold, modern text to help MPE stand out among other 21st-century petroleum service providers.

Brand Identity

Business Cards

Line Card

Website Wireframe