Because the Best Partnerships Aren’t One-Size-Fits-All
UG2 employees from across the country were thrilled to gather with old friends and new at the 2026 BOMA International Conference & Expo. Having joined UG2’s joined the Marketing team a few months before, I was excited to connect with colleagues in person, learn more about the industry at its premier event, and help launch our Formula for a Strong Facility Services Partnership campaign, which I had been working on from my first days at the company.
For someone who is rather new to the Facility Services industry, attending BOMA was an incredible experience. It put into perspective all the different crucial pieces that go into maintaining and servicing buildings and really showcased the vibrant ecosystem of our industry. I had the opportunity to see the camaraderie among the exhibitors and learn the different roles everyone plays in creating safer, more efficient buildings. It was refreshing to see an industry built on mutual respect, collaboration, and a shared commitment to serving customers.
Relationship-building is what BOMA — and UG2 — are all about. With that in mind, the UG2 Team came to the event posing the question, “What is your partnership archetype?”
Our booth welcomed visitors into a space consciously designed with plush sofas, ambient lighting, and an invitation to explore how they, as individuals, work and connect with others. Attendees lined up to take our interactive quiz about their reactions to partnership situations, mishaps, and opportunities, with their answers revealing one of four Partnership Archetypes:
Bridge Builders are the mortar between the bricks, strengthening bonds between others to create resilient relationships.
Conflict Solvers leverage their broad experience to see the whole person and find ways to inspire others’ best work.
Visionaries are always thinking outside the box, whether they are coming up with a fresh approach of their own or tapping others for new solutions.
Excellence Accelerators aren’t afraid to investigate differences and are skilled at finding common ground to build consensus.
Participants were delighted to receive their results in the form of an elegantly designed pin announcing their archetype, accompanied by a Conference Survival Pouch packed with essentials like energy boosters, mints, and hand sanitizer.
I helped many attendees walk through the quiz to determine their partnership archetype, and observed my colleagues doing the same. I found it noteworthy that many people who took the quiz received Bridge Builder as a result. This reaffirmed my observation that the facility services industry is one that is built around trust, and no matter the role that you play in the industry, collaboration is key, and fostering relationships is of the utmost importance. It was interesting to see this reflected with the quiz results!
We designed the Formula for a Strong Partnership campaign to do more than promote UG2’s expertise. We wanted visitors to engage with us and investigate their own ideas and perspectives. That dynamic and collaborative nature of relationship building took center stage in our booth as visitors witnessed a visual artist bringing our theme to life. Andrea Pescosolido, a talented graphic visualization artist from Bright Ink, drew onlookers all day long as he sketched out an interpretation of our partnership theme and its essential factors: trust, expertise, innovation, and commitment. He animated the scene with vivid colors, humor, and characters representing UG2 employees, from leadership to front line teams.
The resulting artwork captures the energy, creativity, teamwork, and continuous innovation that are emblematic of UG2.
The process that got us there — combined with the entire Formula for a Strong Facility Services Partnership campaign, the people who participated, and the conversations that came of it — reflect why UG2 is leading the industry and delivering five-star service that results in a near-perfect customer retention rate.
Are you ready to explore a partnership with UG2? Visit our campaign landing page here or contact us today to learn more.