Brand Strategist & Copywriter
MICA OPEN STUDIES BRAND
Client
Maryland Institute College for Art (MICA)
Role
Brand Strategist & Copywriter
Agency
Mission
Creativity For All
Maryland Institute College of Art's world class resources are available to all Baltimoreans, but few are aware of their creative opportunities. I helped the Open Studies team communicate clearly about the breadth of their offerings, and supported them as they launched a successful awareness campaign. This involved outlining their brand architecture, crafting a flexible brand voice, and developing consistent boilerplate messaging.
Brand Strategy, Digital Campaign
Organizing the Open Studies offerings into a logical architecture provides a foundation for maximizing reach and communicating to specific audiences. We used taglines for each vertical as a way of communicating benefits concisely and as a point of visual consistency across ad and landing page creative.
Boilerplate Messaging
Brand Voice & Tone
Digital Ad Creative