New Work: 500 Walnut

May 30, 2015 at 9:25 am


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Praised by The New York Times and Condé Nast Traveler as a world-class destination for shopping and traveling, Philadelphia is increasingly the place to call home. Anticipating the desirability of Philadelphia among high net worth individuals and professionals long before anyone else, Tom Scannapieco conceived of and built the city’s first truly ultra luxury residences, 1706 Rittenhouse. Now, on the heals of that tremendous success, Scannapieco Development has followed up with the introduction of 500 Walnut, a $180 million, 26-story condominium tower, poised at the threshold of history with a breathtaking views of Independence Hall.

Although occupancy is slated for Spring 2017, 500 Walnut is already revered as a crown jewel of Philadelphia’s residential landscape—and Munroe Creative Partners helped make it happen. Tasked with creating an identity as emblematic as the tower it would embody, we started with a logo. Its design was executed to harmoniously compliment the elegant and modern architectural renderings of 500 Walnut, as well as Scannapieco’s existing brand.

Guided by those same principles, we proceeded to develop messaging to inform the design of 500 Walnut’s website and the invitation for its interactive groundbreaking event. To do so, we identified the amenities that will set 500 Walnut apart, including its fully automated parking garage, sprawling tree top terrace and its location at “the beachfront of what is arguably the most sacred acre in the United States,” as asserted by Architect Cecil Baker. Using those attributes as the contextual foundation of our efforts to help drive condominium sales, we successfully engineered a responsive, user-friendly website, as well as an interactive event invitation with embedded video.

Immediately following the brand’s rollout, a wave of media and industry attention turned to 500 Walnut. Its exquisite finishes and unmatched privacy even led some to speculate that pop icons Beyoncé and Jay Z had purchased a 500 Walnut penthouse. While that rumor has been widely discredited, the Philly landmark-to-be is garnering interest from an unprecedented number of future residents who are attracted to the once-in-a-lifetime opportunity, not to mention the privacy, elegance and grace uniquely offered by 500 Walnut. In May, a full two years before the project is set to be completed, the property had already achieved over $80 million in sales!

New Work: Aria Health

April 24, 2015 at 9:05 am



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Aria Health is the largest healthcare provider in Northeast Philadelphia and adjacent Lower Bucks County. While an important part of the communities it serves, Aria is much more than a community hospital. The organization benefits from some of the nation’s health leaders, in specialties such as robotic surgery, cardiology, and orthopaedics, to name just a few.

In efforts to communicate its unique combination of leading-edge medicine and connection to the community, Aria chose Munroe Creative Partners to execute a range of external-facing communications. Leveraging Aria’s newly revamped brand as our jump-off point, we pushed the boundaries to develop an on-brand, yet original and streamlined advertising campaign.

Deliverables included a cohesive series of billboards, as well as two-sheets, transit banners, bus shelters, and bus and trolley wraps. Because ads were positioned in fast- moving, high-traffic environments, we knew that the campaign’s tonality needed to be straightforward enough to be processed quickly, but creative enough to stand apart from the competition.

Messaging included “WE TREAT PEOPLE not patients” and “We’re not just on your side WE’RE ON YOUR SIDE,” which resonated with viewers by offering emotional assertions, with slightly esoteric payoffs. To keep the messaging front and center, bold typography was heavily championed.

Together and apart, each component of this campaign simultaneously achieved Aria’s goals of heightening its brand presence and communicating its unmatched quality of care and personal attention.

New Work: J.G. Wentworth

March 24, 2015 at 6:05 pm

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If you’ve ever watched daytime network TV, chances are you’ve heard at least one of J.G. Wentworth’s infamously catchy, award-winning advertisement jingles. This past holiday season, the publicly traded company “jingled all the way” to Munroe Creative Partners in search of a creative solution that was just as stimulating.

Seeking to drive results for Q4, we were tasked with creating a Black Friday direct mail promotion that would incentivize prospective customers to call for more information. Understanding that our work had to be differentiated from the heaps of competing mail pieces delivered during the holidays, we knew we had to lower the barriers to entry as much as possible and make the promotion simply irresistible.

Working directly with our client, we landed on a colossal giveaway—with up to $750,000 in prizes. High impact prizes like big-screen TVs and game consoles tantalized the prospective customers, and were fittingly featured on an oversized die-cut tree, emulating an ideal assortment of holiday gifts.

In coordination with the high-impact imagery, the copy was bold, straightforward and actionable. In addition, we topped the “tree” with a star-shaped scratch-off game piece, to enable interactivity and build intrigue. Finally, we enclosed the piece in a transparent cellophane envelope, giving it a distinctive finishing touch.

While we were extremely pleased with the final creative, we were even more thrilled with the results. The 2014 holiday giveaway didn’t just build further upon a strong brand; it out-performed expectations, and even gained significant traction among historically challenging audience segments. In other words, it was a great way to close out the year!

New Work: One Washington Square

March 13, 2015 at 8:17 am

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When real estate investment firm, Rubenstein Partners acquired Philadelphia’s historic Penn Mutual Towers, it did so with eyes wide open. After all, the building had experienced a rough few years, including blows such as being in receivership, and losing major tenant Beneficial Bank. In addition, the 850,000 square-foot complex was tired and in desperate need of modernization.

Despite its obvious flaws, Rubenstein had the insight and creativity to see that the property had good bones and was ideally situated in a submarket that was quickly gaining momentum as one of the most exciting in Philadelphia. And with the capital needed to breathe new life into the property, Rubenstein immediately set to work modernizing the property’s systems, public spaces and common areas.

The firm reached out to Munroe Creative Partners for assistance marketing the property to brokers and prospective tenants. Munroe immediately understood the task: Create a brand that would strategically reposition the asset as the perfect opportunity for high-quality tenants.

Our client understood implicitly that successfully reimagining and rebranding the property starts with giving it a new identity. Together with Rubenstein, we developed the name “One Washington Square,” to boldly position the asset as the premier commercial offering on one of Philadelphia’s most loved historic squares. From there we developed a logo. Employing bold colors, contemporary typography and clean lines, the new logo elegantly nods to the three buildings that make up the commercial complex.

To complement the new identity, we developed a strategic position and tagline, “The One Place to Create Tomorrow,” communicating the proposition that One Washington Square uniquely offers and fosters the ideal environment to create and grow the businesses of tomorrow.

In addition, we developed a suite of materials to enable brokers to market the offering to potential tenants. Chief among these materials was a mobile-responsive website and full-size property brochure with pocket folder. Each of these collaterals utilized dramatic photography of the views and neighborhood, renderings of the modernizations, enhancements and investments, and individual templates of available floor plans.

The unified impact of the new name and identity, strong positioning statement and inspired marketing materials allowed us to succeed in our efforts to make the asset feel immediately fresh, modern and relevant to brokers and prospective tenants alike.

New Work: University of the Arts

February 16, 2015 at 9:04 am

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Fittingly located in Philadelphia’s historic theater district, University of the Arts (UArts) is one of the nation’s oldest and most recognized universities specializing in creative disciplines. But to carry its impressive reputation into the future, UArts recently opted to abandon its more conventional image in favor of adopting a strikingly brave and defiant brand.

The first application of the newly established brand was for the Continuing Studies program. Munroe Creative Partners was enlisted to both refresh the creative for the course catalogues and find ways to enable increased participation and enrollment across the program. In doing so, we determined that the new brand would be best expressed by segmenting the Continuing Studies program’s offerings across two autonomous publications—one for enrichment courses and a second exclusively for certificate programs.

Both pieces were developed to achieve different objectives, which is evident in their executions. The enrichment course catalogue combines value-driven messaging with eccentric design, communicating affordability and pleasure. In contrast, the certificate program catalogue prioritizes opportunistic, career-centric language and a bold, yet professional approach to design.

Ultimately, we succeeded in delivering two handsome, independent catalogues that effectively showcased UArts as a respected and accessible leader in continuing education for the arts—for creative professionals and art enthusiasts alike.

New Work: Provident Bank

January 16, 2015 at 1:04 pm

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After offering full-service banking solutions to businesses, families and individuals throughout northern and central New Jersey for 175 years, it’s safe to say that Provident Bank is a well-grounded organization. But in today’s increasingly competitive, technology-driven financial landscape, Provident’s rich history wasn’t enough to uphold its modernity. To resolve this conflict, they banked on us for strategic, end-to-end rebranding.

While we understood the importance of preserving elements of the brand’s time-honored heritage, we also recognized its need to communicate that Provident is not just an exceedingly relevant bank, but is also a bank of the future. With that mission in mind, we worked alongside our partner, Brand Champs, to update its legacy beehive logo, which became the project’s centerpiece.

In addition to expressing Provident’s revitalized identity across internal and external property signage, printed collateral and multiple versions of the bank’s credit cards, Munroe acted as brand consultants. We coordinated with sign-makers and interior designers to create eye-catching signage and ensure a consistent “four walls” experience in all branches (or, as we like to call them, “stores.”). In doing so, we created a powerful and cohesive brand that Provident can retain for another 175 years!

New Work: Comcast NBCUniversal

January 1, 2015 at 12:58 pm

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Virtually unheard of among organizations of its size, Philadelphia’s own Comcast NBCUniversal—the nation’s largest video, high-speed Internet and phone provider—wanted to set a new precedent for corporate transparency. Rather than establishing arbitrary goals or making empty promises, they bravely decided to share a public, warts-and-all report, detailing the progress of their Diversity & Inclusion efforts.

To execute this project with the unwavering sensitivity and integrity it deserved, Comcast NBCUniversal turned to another forward-thinking, Philadelphia-born organization—Munroe Creative Partners. As a certified Woman-Owned Enterprise (WBE), we were especially honored to be tasked with such a meaningful assignment.

We proceeded with resolve, understanding that our solution needed to extend to all areas of the organization. Using the mantra “Seeing the bigger picture” as the project’s catalyst, we established a framework to communicate Diversity & Inclusion’s immense impact on the success and future of Comcast NBCUniversal.

Blending that powerful messaging with concise copy, bold design and humanizing photography that originated from a diverse range of sources, our visual solution helped to achieve our client’s objectives; it illustrated that the bigger picture—of innovation, passion and smart ideas—is encompassed by the individuals, communities and cultures of Comcast NBCUniversal.

New Work: Radian

December 16, 2014 at 11:59 am

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Radian, a Philadelphia-based credit enhancement organization, connects lenders, homebuyers, investors and loan servicers to a broad range of private insurance solutions. But because more and more competitors threatened to commoditize its products, services and pricing, it became essential for Radian to exploit its proprietary offerings.

To identify the attributes that distinguished Radian from its competition, we conducted expansive research and objective interviews. In effect, we revealed that the authentic “passion” of its team was what really differentiated Radian as a partner. Although copycat competitors could replicate Radian’s model, we understood that they could never reproduce its culture.

To capitalize on this insight, we launched an integrated campaign composed of print ads, videos, microsites, landing pages, email and direct mail, as well as customizable sales collaterals. We even developed a desktop calendar, profiling 24 Radian employees and their personal passions.

All components were unified by the theme “A Passion for Your Success,” emphasizing the individual passions that embody Radian’s dedication and true commitment to the success of its clients. We even developed a desktop calendar, profiling 24 Radian employees and their personal passions.

Because we positioned Radian as a truly caring partner, the campaign was an instant, unanimous hit, reaping favorable reactions from all audiences, including clients, prospects, investors and employees. Clients reported that the campaign strengthened relationships with Radian team members. Launched in 2013, positive response to the campaign carried through 2014, garnering a 83% year-over-year increase in engagement across digital.

211 Mount Airy Road: Building an Identity to Blast Away Obscurity

November 16, 2014 at 11:54 am

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Until recently, 211 Mount Airy Road was a hidden gem in the crowded landscape of New Jersey’s commercial real estate market. Despite its plush amenities and prime location, the complex appeared dated and its new owners, Onyx Equities, knew that renovations—along with a subsequent a rebranding campaign—were essential to 211’s success.

Eager to emphasize the property’s impressive features and potential, we created the tagline, “Where Tomorrow Works,” to serve as the campaign’s foundation. Building upon that pithy message, we developed a series of strategically targeted and designed direct mailers, which were hand-delivered to potential tenants. This encouraged recipients to imagine their respective company’s “tomorrow” at 211.

In addition, we provided a series of e-blasts, which were sent to influential brokers, highlighting 211’s amenities, including its 127-seat auditorium and new floor-to-ceiling glass windows adorning each floor. The e-blasts also featured an embedded property video that tied the campaign together by presenting a comprehensive overview of 211’s campus and its noteworthy features.

While the whole campaign generated significant attention for the property, the e-blast and video were particularly successful, blowing away the average industry statistics for real estate email marketing. Open rates for the e-blasts surpassed 25%, compared to the industry standard of 17.49%, while click-through rates for the property video embedded in the e-blast reached over 65%, compared to the real estate average of 9.82%. With our help, 211 Mount Airy Road was successfully transformed from a diamond in the rough into one of the most talked-about crown jewels of New Jersey’s commercial real estate industry.


New Work: Hard Rock Café

October 16, 2014 at 11:45 am

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Boasting an impressive 44-year history buttressed by nearly 200 global locations spanning 59 countries, the Hard Rock Café has become just as legendary as the rock-n-roll culture it celebrates. Internationally renowned for its American fare with soulful flair, as well as its museum-quality memorabilia collection, the iconic restaurant chain engages with the minds and hearts of its clientele unlike any other.

That’s why we jumped at the opportunity—and challenge—to refresh Hard Rock’s brand experience to the tune of 160 restaurants around the world. Working in harmony with the Hard Rock team and a menu engineer, we developed a comprehensive system of four-walls marketing materials to concurrently strengthen the brand experience and drive sales.

Designed with those objectives in mind, as well as a rock-hard desire to communicate the brand’s classic history, modern relevance and timeless appeal, we developed an array of fresh, guest-facing materials including, menus, table tents and coasters. Across all components, our creative fused sepia-tone rock-n-roll imagery with bold typography and brave messaging.

In effect, we captured a mood and an attitude that distinctly amplify the rock-and-roll spirit featured so prominently in the restaurant’s interior motif and namesake. This was instrumental in setting the stage, (or table, actually), for Hard Rock’s main attraction—its food and drink. In doing so, we effectively cooked up exactly what the client ordered.

As a matter of fact, in response to our work on this project, Hard Rock Café International’s Vice President & Chief Operating Officer, Fred Thimm, asserted that, “Munroe nails it every time!” That recognition reaffirmed what we already knew about the Hard Rock team: These guys rock.