Mission House Creative


	asymmetrical layout The asymmetrical layout was integral to the brand image of UNC’s Kenan-Flagler. It meant that the design was not based on a template where each spread was a similar layout. The varied positioning of text and images generated visual interest. Though each piece differed according to the color palette, photo subjects and targeted messaging, certain key design elements were employed consistently. These included: copywriting and photography style, large headlines, consistent fonts and photo treatments and similar type formatting. In addition, each cover exhibited an appropriate but dynamic full-bleed photo. This asymmetrical look enabled MHC to be flexible in producing distinct, innovative designs, while projecting a bold and consistent image for the School as a whole.

INSTITUTIONAL BRANDING CASE STUDY
A degree above the rest.
The branding of UNC’s Kenan-Flagler Business School

Approach

In order to build recognition of their top-ranked programs, MHC recommended UNC Kenan-Flagler’s brand image and messages integrate a corporate polish and a “real world of business” practicality. Later, this image helped demonstrate the School’s new tagline “UNC Business: Shaping leaders, driving results.”

Smart, business-minded copy and the logical organization of content joined together with compelling, sophisticated photography and a contemporary asymmetrical layout.

Headlines were represented as quotes, creating third-party endorsement of UNC’s Kenan-Flagler. From the information-heavy recruitment brochures to annual reports and the School’s alumni magazine, content was carefully reorganized to allow appropriate room for key selling points and nuts-and-bolts information. This approach proved to be cost-effective in production and, in the end, reinforced credibility while speaking the language (in text, image and logical organization) of the business target audience.

MHC worked progressively with each program, to customize the look while staying mindful of the School’s key marketing messages. At each step in the process, MHC researched the competition (and the competition’s marketing) as well as the nuances of each target audience. Because of this relationship investment, MHC was able to create solutions that met objectives for each constituent as well as the organization.