Mission House Creative


Frank Hawkins Kenan Institute of Private Enterprise Publications

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

Creative Thinking

	1) Degree Recruitment
		• Master of Business Administration (MBA)
		• Executive MBA (Evening and Weekend)
		• Bachelor of Science in Business Administration (BSBA)
	2) Branding
	3) Non-Degree Program Marketing
	4) Alumni Magazine
	5) Frank Hawkins Kenan Institute of Private Enterprise

Frank Hawkins Kenan Institute of Private Enterprise
A vital constituent of UNC’s Kenan-Flagler, the Institute conducts its research, education and outreach through a grouping of twelve centers and affiliates in Chapel Hill and around the world.

The Institute offers two key publications: an Annual Report and a Business Forecast Newsletter. The Annual Report serves as both a marketing tool and a documentation of the Institute’s activities. To effectively communicate the objectives and mission of the Kenan Institute, MHC introduced the concept, “Thinking at the Speed of Change”. Photography combining both stillness and movement captured the unique organization’s image as thought leaders implementing change in business and the community. Due to the complex organizational structure of this academic institute, communicating the valuable information and complex service they offer was challenging. Beginning spreads articulated the Institute’s mission, highlighting key offerings (through notable examples and testimonials) for two main audiences: businesses and communities. Charts in the back denoted all projects underway in each of the 12 centers. Information organization was key to enabling this piece to function as a marketing brochure for the Kenan Institute, as well as a report of activities.

The Business Forecast Newsletter needed a credible, professional look to communicate relevant business trend and statistical information to its target audiences. MHC developed a clean, business-like design and a format that allowed for the efficient layout of time-sensitive information from issue to issue.