CATEGORY

Guideline Documents

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Director

Kelly Rouff

Associate Creative Director

Paul Davis

Designer

Casey Carmell

Senior Writer

Laura Rees

Strategy

Tammana Bharakhda

Account Director

Cristina Hilbert

Project Manager

Patricia Taylor


TAGS

, , , , , ,


LINKS

Ologie
Marymount University

Marymount University by OlogieMarymount University by OlogieMarymount University by OlogieMarymount University by OlogieMarymount University by OlogieMarymount University by OlogieMarymount University by OlogieMarymount University by Ologie

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.


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.


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

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