New Work: Sycamore at Tyvola Apartments Branding and Messaging

June 22, 2018 at 10:24 am

There’s no place like home.

Sycamore at Tyvola is a unique multi-family apartment community developed by Switzenbaum & Associates – offering all of the comforts and conveniences of urban living, with a full range of amenities and management services. As a new development site in North Carolina, Switzenbaum needed help creating a comprehensive marketing and branding platform that attracts potential residents ranging from young professionals to empty nesters.

Munroe jumped at the opportunity to showcase our messaging, branding and design expertise by creating marketing assets to generate buzz and excitement around the 288-unit property, while increasing foot traffic to the leasing center.

First, we designed the brand logo and created a fresh, clean color palette that reflects the natural surroundings of the property. Next, we developed messaging that emphasized the unparalleled living experience of Sycamore by highlighting the convenient and accessible location, its unique footprint in the Charlotte area, superior lifestyle amenities and the peace of mind that comes with this gated, elevator building community.

After ensuring all messaging touch points were consistent and on brand with the client’s vision, we implemented a creative marketing plan, which involved designing print collateral for the leasing center. This included: stationary, brochures, exterior signage, flyers, direct mail and promotional items.

The most important marketing asset we developed was the leasing website. Munroe conceptualized, wrote and designed a simple, user-friendly website that expanded upon the established brand identity. The website features a sleek, yet inviting design that is mobile-friendly and includes a virtual tour video and interactive design-your-home tool to increase overall interest and engagement in the property.

In the end, all of the pieces came together to create a cohesive branding experience designed to make residents feel right at home.

Sycamore at Tyvola is currently open for tours and pre-leasing opportunities.

New Work: Reel Fish Coastal Kitchen & Bar Brand Development

March 27, 2017 at 3:36 pm


One fish, two fish, red fish, Reel Fish.

With a 25-year track record of developing successful restaurant concepts nationwide, owner and restaurateur Fred Thimm sought help in creating the initial branding for his latest eatery–Reel Fish Coastal Kitchen & Bar.

A contemporary version of a traditional Southern “fish camp,” Reel Fish delivers fresh, seasonal fish sustainably sourced from the Atlantic Ocean and Gulf of Mexico. Always up for a challenge, Munroe jumped at the opportunity to bring this modern spin on a downhome classic to life.

Already well aware of our work on refreshing the brand experience of the iconic Hard Rock Café, as well as our experience in creating brand identities for Copeland’s, The Palm and Stoney River steakhouse, Fred knew of the type of expertise and attention to detail Munroe would reel in to this project.

To capture the authenticity of a “fish camp” while also elevating the dining experience, we developed a simple brand identity that embodied the feeling of a relaxed, yet passionate, coastal restaurant.

Serving as the foundation for all accompanying touchpoints, this framework allowed us to create a cohesive brand experience–from the menus, coasters, and signage to the interior experience, including a feature mural in the dining room.

Each component of the creative was designed to capture the friendly, approachable nature of the restaurant while communicating the freshness and quality of the food and drink. The tonality of the messaging stayed true to the fun, free and casual atmosphere of dining seaside.

To further strengthen the brand and raise awareness of this new restaurant concept, we created a responsive website with integrated reservation functionality. By creating a bold, seamless online experience in tandem with other deliverables, the Reel Fish brand promise was truly brought to life.

In the end, we brought the essence of a traditional Southern “fish camp” into the 21st century while bringing the client’s vision to life. Needless to say, we had a whale of a time.

New Work: Beacon Trust

April 2, 2014 at 12:55 pm

Screen Shot 2014-06-02 at 8.36.46 PMstationery_beacon


Screen Shot 2014-06-02 at 8.42.43 PMScreen Shot 2014-06-02 at 8.41.13 PMScreen Shot 2014-06-02 at 8.43.47 PMA full service wealth management firm with decades of proven success, superior solutions and exceptional client service, Beacon Trust knew they needed a rebrand that would show their customers exactly who they are and what they stand for. Beacon Trust represents a new age in wealth management services, making every interaction with every customer productive, personal and meaningful – all of which their new branding conveys.


New Work: General Building Contractors Association

March 9, 2014 at 4:46 pm

GBCA website




One of America’s oldest trade associations, General Building Contractors Association (GBCA), needed to revamp their website to create a space for members to come together to advance the commercial construction industry. Munroe redesigned the complex (link) website to be more powerful, streamlined and straightforward, allowing their numerous member companies with access to proven advocacy, networking opportunities, safety services, education and training programs, all wrapped up in one skillfully designed and user-friendly location.

Visit the GBCA website here.


Success: Munroe’s 25th Anniversary Mailer!

February 15, 2014 at 4:10 pm