Your brand is much more than a logo, colors and typography. It’s your statement of what you’ll do for your customers and how you’re different from the competition. That’s why we use a 360-degree approach that starts with research, positioning and messaging, and continues through naming, designing a unique look-and-feel and developing a Communications Plan.



B-school Branding

University of Illinois Business School

Chicago’s #1 ranked undergrad business school had low top-of-mind awareness, and was often perceived as a fallback choice. UIC Business engaged us for a total rebranding and campaign execution – from research and strategic platform to design and digital marketing.

Focus group research with Gen Z prospects, parents and influencers helped us identify potential branding opportunities. That information became the foundation for the positioning statement, Brand Promise, messaging and visual approach that was tested with key audiences.

Our integrated Communications Plan identified dozens of tactics across 4 channels (advertising, interactive, direct, experiential), with emphasis on measurable digital marketing:

SEM/Google AdWords
paid social (Facebook, LinkedIn)
website ads

The creative execution expanded to outdoor transit advertising and presentation materials for recruiters. We also strategized, negotiated and purchased all media, analyzed results and continuously optimized the digital tactics.

RESULTS? Digital marketing saw a 2,000% increase in impressions, 39-fold increase in CTRs, dramatic reductions in CPC and a 300% increase in new visitors to the website. More importantly, the campaign is now moving UIC Business to the head of the class, with the largest enrollment gains of all 13 UIC colleges.

More about digital marketing >

See our brand launch for the entire university > 

More higher education work >

Updating a 30-year Legacy

Distribution Market Advantage

After 30 years, this national distributor needed to update their brand and re-focus their message. We sat down with senior management to identify competitive strengths and market perceptions, and then developed a new logo, new website, and a fresh look for all communications. Today, DMA is poised for growth with a new tagline that sums it all up: National Distribution. Local Experts. One Solution. 

Branding a Vision


"This Changes Everything" is the theme we developed to brand a new west coast start-up. To help market the contact lens manufacturer's revolutionary new products, our communications targeted both patients and professional practitioners. 

Read also how we used digital to narrowly target physicians.

Growing Into Its Own Brand

World Business Chicago

CASE began as a program incubated by World Business Chicago, but quickly grew into an organization that needed its own brand and clear, concise messaging to explain its purpose and benefits. Our interviews gave us the ingredients to develop a Brand Platform, including Value Propositions, Elevator Pitch, Brand Personality and Talking Points. Today, CASE has everything they need to tell their story - and a new logo to go with it. 

Uniting the Brands

US Foods

For 8 years, we maintained unique, individual identities and brands for each business segment of US Foods. Now under new ownership, the time came to unite them all under a single brand which still allowed for visual differentiation. 

A New Brand

SOAR Life Products™

The leading distributor to the education marketplace knew they needed to create a new company for their move into healthcare. We helped them transform “products” to “brand” by focusing on mission: to improve well-being. Our Brand Platform included naming, messaging, and value propositions. After exploring hundreds of possibilities, we recommended the name SOAR Life Products to capture their mission and celebrate the caregiver. The tagline affirms it: “Empower minds. Strengthen bodies. Inspire creativity.”

Our 360-degree brand development approach included all the essential elements – logo design, website, printed marketing collateral, tradeshow booth and a Brand Standards Guide.

Read the full story

Easy As A-B-C

Sulzer Calcitek

After merging with a competitor, this west coast biotech manufacturer needed a brand overhaul to compete in a challenging marketplace. Our brand platform focused on 3 defining attributes — Alliance, Breakthrough, Communication — and used an "A-B-C" theme to emphasize simplicity and ease for use of their products.

A Healthy Initiative


This pharmacy benefits manager needed to overhaul its B to B brand image to become a major industry player. Our research with sales reps and customers revealed key messages, which we combined with cutting-edge visuals that focused on core qualities, rather than products. 

Delivering Knowledge

Moore Response Marketing

We engineered a total re-branding to reflect this company’s new services and expand awareness. Our interviews with executives, sales reps and customers identified barriers and opportunities – leading to a new tagline, “Knowledge That Delivers”, which is still being used 13 years later. We unified all marketing collateral with bold graphics and consistency that was lacking among competitors. Years later, Moore returned to us twice for re-branding.

After The Merger

RR Donnelley

After being purchased by RR Donnelley, Moore Response returned to us for a third time. This time, the branding needed to fit the parent company's brand standards and reflect industry changes and selling behaviors that we uncovered in our research.