Mission House Creative


	The University of North Carolina at Chapel Hill America’s first state university, UNC-Chapel Hill was chartered in 1789 and opened to students in 1795. UNC has been recognized in every national survey in the past 30 years. U.S. News & World Report’s Annual Guide to America’s Best Colleges ranks UNC among the five best public universities in the nation. The ambience of the university community includes the beautiful 698-acre campus and the area of Chapel Hill – America’s quintessential college town.

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

Objective

Kenan-Flagler Business School at the University of North Carolina at Chapel Hill set an aggressive goal for national and international presence and high-caliber recognition. As an established, top-ranked business school, UNC’s Kenan-Flagler needed a distinct brand image and messaging to uniquely position themselves among the strong competition (Harvard, Darden, Wharton, Kellogg, to name a few). The School clearly had to embrace its differentiating strengths, and consistently implement its image and messaging across the broad spectrum of marketing communications for multiple programs, departments and constituents – all of whom had been working independently (in silos) using different vendors and designs.

At the same time, each facet of UNC’s Kenan-Flagler still needed to maintain an independent, clear image of its own. As with most recruitment efforts and academic institutions, all pieces needed to be extremely useful. There was a great deal of information to be clearly communicated in addition to “selling” the School and reinforcing their top-ranked image.

It was with this mission and message that UNC’s Kenan-Flagler Business School asked MHC to assist them in the development of an effective school-wide brand image.