The IRS doesn’t wait on anybody.

When the United Association National Pension Fund (UANPF) approached BMA Media Group for a complete redesign of its brand, including its logo, style guide and public facing website, timing was of the absolute essence. Everything needed to be completed by the beginning of their fiscal year on July 1 — the day the company officially changed its name, not only in the eyes of the public, but also the Internal Revenue Service.

The project was extensive — a complete overhaul of the company’s public facing presence, including all digital property, print stationary and downloadable forms, synched to the name change and a completely redefined brand.

It was all hands on deck for multiple departments at BMA, as well as the UANPF rebranding team. Thanks to good communication and task coordination, BMA Media completed the project on time, without impacting the needs of other BMA clients.


BMA Media’s marketing rebrand designed to match a changing union portfolio

The pension fund was changing its name from the Plumbers and Pipefitters National Pension Fund to the United Association National Pension Fund. The change was needed to properly reflect the fact its services had grown beyond the union plumbing and pipefitting industries. 

Further, the old website was outdated, no longer accurate or viable. To go with the name change, the company needed a complete brand facelift that more closely mirrored the full extent of the United Association’s union nomenclature.

BMA Media first designed a new logo that delivered a stylistic tone and refreshed perception of the pension fund. From that logo, an entire company brand and style guide was created. In accordance with the approved style guide, BMA created new branded materials, including:

  • Business cards
  • Letterhead
  • Envelopes
  • Document Template
  • Email Signatures
  • E-Newsletter templates
  • PowerPoint presentation template
  • Presentation Folder
  • Single page infographic
  • Informational pamphlet
  • Table cloth


An interactive website redesign to deliver the brand marketing experience

Much of the company’s old website information was posted on downloadable PDF files. To create a more modern, interactive and engaging experience, BMA Media designed the website to include newly designed pages that housed much of the information formerly contained in PDFs. 

Further, the change generated a great deal of Search Engine Optimization value, making the organization’s website a better internet-based asset. The site also performed better on all types of devices.

Because the UA NPF is a financial brand that manages more than $7 billion in pensions for thousands of retired and active union members, the new website needed to follow extensive regulations and legal requirements. 

The accelerated timeline to complete the website was all the more challenging due to these added complexities.

In the end, BMA Media met the target date. The website went live for members ahead of the deadline and in time for the legal name change. This website launch and brand introduction also took place a few weeks before the United Association’s 40th General Convention. 

BMA Media delivered an easily navigable website complete with marketing materials and newly branded templates, turned around on an accelerated timeline because the client had no other option.

BMA Media Group prides itself on meeting the needs of its union clients and strives to deliver a product they can count on.

LaborTools powered by BMA Media Group is used to help strengthen our union client’s organizations. From working with unions from the local level to the international, with training funds and labor management partnerships, as well as other labor organizations, BMA has experience with organizations of all sizes. We are here to create and implement unique and customized marketing campaigns for our clients.

At BMA, we offer services in the following categories: union event services (from writing the history of your union to executing the logistics of an event,) video production, website design, union marketing campaigns, print and broadcast advertising, social media management, development of print materials, building trades industry education, labor public relations and crisis management, union merchandise, as well as strategic >branding and >marketing of union organizations.

BMA Media Group is a Union Building Trades Contractor, signatory with International Brotherhood of Electrical Workers Union Local 673 and International Union of Painters and Allied Trades DC 6 / Sign Display and Allied Trades Local 639. BMA Media Group is also signatory with AFTRA and an affiliate contractor of the Cleveland Chapter of NECA.

Topics: BMA Media Group, Branding, Website

Laura Ziemianski

Written by Laura Ziemianski