Marymount University by Ologie

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CLIENT

Locat­ed in Arling­ton, VA, the uni­ver­si­ty has grown from a two-year col­lege for women into a com­pre­hen­sive coed­u­ca­tion­al Catholic uni­ver­si­ty serv­ing approx­i­mate­ly 3,600 under­grad­u­ate and grad­u­ate stu­dents. It offers the ben­e­fits of both a peace­ful Wash­ing­ton D.C. sub­urb, and the excite­ment of the nation’s capital. 

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BRIEF

Our objec­tives for this engage­ment includ­ed:

• Brand Strat­e­gy: Cre­ate a clear def­i­n­i­tion of what the Mary­mount brand stands for—one that’s authen­tic to who Mary­mount is and rel­e­vant to its tar­get audi­ence.
• Iden­ti­ty, Per­son­al­i­ty, and Voice: Evolve the Mary­mount brand visu­al­ly and ver­bal­ly to rein­force its mean­ing and engage the tar­get audi­ence in a con­sis­tent way.
• Brand Sto­ry: Devel­op a sim­ple and com­pelling sto­ry about what Mary­mount has to offer its tar­get audi­ence and why they should care.
• Future Vision: Deter­mine how the pres­i­den­t’s strate­gic vision plays into the over­all Mary­mount story.

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APPROACH

Olo­gie devel­oped a bold man­i­festo to kick off the brand evo­lu­tion cam­paign. It served as a ral­ly­ing cry for inter­nal audi­ences, and com­mu­ni­cat­ed to poten­tial stu­dents and the D.C. metro area exact­ly who Mary­mount is today. We then cre­at­ed guide­lines that give the inter­nal com­mu­ni­ca­tions team a strong foun­da­tion for main­tain­ing the brand going forward.

Marymount University engaged Ologie to assist with a major rebranding project. The Ologie team helped us refine and focus our messages and created a toolkit of graphic elements that reflect the exciting and dynamic place that Marymount University is today. The toolkit includes a vibrant color palette, typefaces that combine readability with impact, creative photo treatments, and supporting graphics that add texture and visual interest. Marymount’s Office of University Communications is in the process of incorporating the new brand elements into the university’s print and digital media. We are pleased with the outcome of this project and very appreciative of Ologie’s good work. — Shelley Dutton, Vice President for Communications and Marketing of Marymount University