In 2014, we didn’t place much importance on branding. Our brand name was the result of a casual brainstorming session, aiming to convey unity and collaboration (“United”), local identity (Deerfield being a northern suburb of Chicago, making us “somewhere in Chicago” for those outside the Greater Chicago area), and a nod to the various parts of Chicagoland, not mechanical parts. We’ve stuck with it ever since and like it the way it is.