Yuri Hamada Shapes Franchise Branding at United Water Restoration Group

You might say Yuri Hamada’s journey to becoming the branding manager of United Water Restoration Group (UWRG) was inevitable. Growing up in Brazil, Hamada was immersed in the advertising world from an early age. His father is the founder and CEO of TKS, a prominent advertising agency back home, and Hamada learned the ropes through hands-on experience and formal education. "Since I was maybe 12 years old, my life was advertising," Hamada said. "I worked with Photoshop and CorelDRAW — that was what I did as child’s play when I was a kid."

This early foundation prepared Hamada for a career in branding and marketing. After moving to the United States, Yuri was working as a marketing manager when fate intervened.

"I opened Indeed to close my account because I was receiving too many notifications from it," Hamada said. "The first listing was for a graphic designer/videographer at United Water Restoration Group. I said, 'Wait. I know this company. I know a guy who works there.' That was Mark Burger."

A chance connection with Burger years earlier led Hamada to apply for the position. His interview with Turner Kuell, UWRG’s digital marketing director, confirmed that he was a perfect fit for the role. "Turner likes to do all the operational tasks that he’s more specialized in,” Hamada said, “and I’m the creative guy that ties the artistic ability into the technical needs of franchisees and the brand as a whole.”

Branding and support

As UWRG’s branding manager, Hamada is a driving force behind the company’s image and support for franchisees. "Over here we like to say that I make things look pretty, but that’s not the only thing I do," Hamada said. One of his first major projects was creating the company’s brand guidelines, ensuring that everything about the brand is cohesive and professional.

Hamada provides a wide range of resources for franchisees, including print materials, video content, templates and social media posts. He describes himself as "a one-man agency," working tirelessly to meet the needs of the franchise network. "They can even ask me, 'Can you edit this photo so I look a little bit better?' No request is too big or too small for us to assist with.” he said. “This is something that I would gladly do for them."

In addition to daily requests, Hamada trains new franchisees on branding, platform use and digital marketing, helping them compete with larger companies. He also oversees UWRG’s community involvement projects, creating videos that highlight events like The Leukemia & Lymphoma Society’s Light The Night event, Walk to End Alzheimer's and Making Strides Against Breast Cancer campaigns.

Initiatives and growth

Hamada’s impact extends beyond day-to-day operations. He has spearheaded significant initiatives, including the implementation of a pro shop for branded merchandise, uniforms and supplies. He also created a forum for owners and field marketers, providing a space for collaboration and idea-sharing.

Looking ahead, Hamada is excited about a project with a third-party agency to refine UWRG’s brand voice. "We’re developing our unique brand voice because we’re a growing company," Hamada said. "But we’re getting there quickly."

One of Hamada’s proudest accomplishments is his work on UWRG’s recent franchise conference in Palm Springs, California. Despite being a developing franchise system, the event rivaled those of much larger companies. "Everyone was impressed by the organization and how everything looked like a much larger company doing a conference for a thousand locations,” said Hamada.

From crafting PowerPoint presentations to designing conference booths, Hamada ensured that every detail reflected UWRG’s professionalism and commitment to its franchisees. "Everything that they touch and see comes out of our office,” he said. “All of our design needs are handled in-house. We make sure everything is professional, high quality and consistent. It’s agency-level quality at no additional cost to the franchisee..”

Hamada’s advice for franchisees is simple: take advantage of the resources available to you. "The templates — they have to be aware that they exist," he said. "The most successful franchises use the resources — not only from our department but the entire franchise support team, reach out to our team because we’re here for you."

For Hamada, working at UWRG is more than a job — it’s a return to his roots. "This is what I grew up doing, it’s my second nature," he said. " When I was younger, I went through dental school in Brazil. I was doing well with good grades and accomplishments but it was not a field that was fulfilling for me. The advertising world has always been my calling ."

At UWRG, Hamada has found a role that allows him to combine his skills, creativity and passion. "Being the creative guy is the best thing in the world. Choose a job you love, and you will never have to work a day in your life," he said.

As the United Water Restoration Group brand continues its journey of growth and expansion, Yuri Hamada’s impactful contributions will play a pivotal role in defining its trajectory. His dedication to enhancing the brand’s identity, fostering consistency across franchise operations, and building trust through innovative strategies ensures a future where franchisees feel empowered to succeed, and customers confidently turn to a company known for its reliability and excellence. Hamada’s efforts not only strengthen the organization’s foundation but also position it as a leader in the industry, committed to meeting and exceeding the expectations of all those it serves.