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.

New Work: NAXION

September 16, 2014 at 11:39 am

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Back in 1911, around the same time that IBM and General Motors originated, so too did National Analysts Worldwide, a provider of business decisions based on an exceptional integration of advanced research methods and target industry perspectives. More than a century later, that company needed to build a new brand to communicate relevancy, project a contemporary image and showcase its newly appointed name, NAXION.

A testament to their business knowhow, NAXION turned to longtime partner Munroe for help in creating a new brand to accompany its new name. Influenced by interviews with key stakeholders, we developed the NAXION brand identity and logo to be equally current and progressive.

To reflect those changes and maximize brand adherence and cohesion, we redesigned all of NAXION’s collateral. This included the translation of NAXION’s stationery suite, internal communications, trade show materials, folders, PowerPoint presentations and videos. At the same time, we worked to develop a robust, yet deceivingly simple, website with intuitive navigation, emblematic imagery and smart lead generation.

We also worked with NAXION to build internal and external awareness by developing visually compelling communications that introduced the new brand to clients and staff. Finally, we designed a print advertising campaign that was strategically placed in select publications. Through these combined transformations, we ultimately helped NAXION apply a fresh brand experience to its new name.

A Creative Treatment for Modern Medicine

August 16, 2014 at 11:23 am

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Due to the recent and ongoing reform of healthcare, complex challenges are increasingly compounded for providers, hospitals and health systems, insurers and even enterprises. Veteran healthcare innovator Continuum Health Alliance recognized that many of the efficiencies being mandated by healthcare reform were actually best practices they had been developing and executing as part of their business model for more than 15 years. They also realized that, because of this deep expertise, they were uniquely situated to provide next-generation solutions for population health management. Continuum looked to us for a holistic branding remedy.

To usher in a new brand for the new era at Continuum, we planned and executed a modern, comprehensive approach, diving headfirst into Continuum’s world of “platform as services” healthcare solutions.

In the early stages of our assignment, we learned that Continuum was slated to make an appearance at a fast-approaching Population Health conference at Thomas Jefferson University in Philadelphia. While the conference was only weeks away, the opportunity was too great to not have some essential brand assets in place to support and enhance the conference appearance.

Thanks to no shortage of collaboration or coffee, we reprioritized our activities to ensure the delivery of a powerful and impactful microsite and direct mail piece in time for the important event. Once delivered, we leveraged the microsite design, content and programming and transitioned those assets into a full website, complete with case studies, multiple landing pages, valuable resources and lead generation.

Over the course of the engagement, we effectively refreshed a diverse range of advertising and marketing collaterals, including online and offline collateral, direct mail and HR materials.

Needless to say, Continuum’s rebrand proved to be a breakout success, as each facet of their new image struck a balance between the disciplines of business and medicine. But above all else, the brand successfully champions the brilliance of Continuum’s innovative platform, as well as the human intelligence of the 400+ real people who make it possible.

New Work: Widener University

July 16, 2014 at 11:13 am

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Founded in 1821, Widener University has solidified its standing as a preeminent institution for higher learning. But despite its distinguished legacy, Widener, like so many other private universities, was faced with dwindling enrollment figures as a result of the nation’s weakened economy. To make matters worse, Widener’s location was struggling to overcome a reputation for crime.

To combat these mounting challenges, Widener needed a reimagined image, reinforced by expert, creative advertising and marketing solutions. That’s why their public relations firm enlisted help from Munroe Creative Partners. We collaborated to develop a high-profile ad campaign, featuring print and digital advertising via television and outdoor signage.

The campaign focused on the resulting benefits of earning a degree from Widener. The “Widener Leadership Works” mantra—developed by their PR agency, Brian Communications—emphasized the University’s success in career placement. By prioritizing its students’ ultimate destinations over Widener’s specific location, the campaign positioned the University as an academic leader in both Philadelphia and the nation.

Our creative proved to make a far-reaching impact on enrollment. The fall semester following the campaign’s launch saw the largest freshman class in history, increasing from 730 to 840. “Likely to apply” increased to 25% from 11%, applications increased by 12%, and enrollment was up across the board.

We were initially overwhelmed by the campaign’s staggering quantitative results and Widener’s impressive turnaround. However, nothing pleased us more than creating work that instilled a lasting impression and immeasurable pride in Widener’s faculty, staff, board members and students.

New Work: Brookfield Place

June 16, 2014 at 11:08 am

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Located adjacent to the World Trade Center, Lower Manhattan’s World Financial Center needed to help make an area devastated by terrorism an irresistible destination, once again. Rising to that challenge, its owner, Brookfield Office Properties, oversaw a $250 million renovation project that reimagined the 8 million square-foot complex of office, retail and public space as a workplace of the future.

In order to realize these ambitious goals, the property needed a new name and identity, as well as an alluring marketing campaign to attract new tenants and lease 2 million square feet.

As a proud part of New York’s boisterous business landscape, we were eager to develop a campaign to support brand and sales communications across the site’s three phases of redevelopment. But to successfully reposition such a big property, we knew we’d need an equally big idea. We began by appointing a new name for the complex—Brookfield Place.

To tell the story of Brookfield Place, we then developed the theme “The World is Changing,” which was reinforced with an ultramodern approach to design, juxtaposing the vibrancy of effervescent colors against the sleekness of white space and airy typography. Building upon that theme, we developed a series of invitations to “be downtown.” The high profile, high-impact campaign was seamlessly executed across print and digital advertising, direct mail and email marketing, web and video.

The campaign proved to be exceedingly effective in driving sales. Within the first three months of phase one, 350,000 square feet were leased. Shortly thereafter, an additional 350,000 square feet were leased. Currently in phase two, Brookfield Place leasing remains strong, and the site has attracted renowned luxury retail and dining tenants. We are eager to spend more time at Brookfield Place upon the completion of its third phase, which is projected for 2015.