Hitting all the right notes of a national institution’s comprehensive rebrand

Music Institute of Chicago Rebrand

Since 1931 The Music Institute of Chicago has provided world-class music education to students of all ages both domestically and globally. From public concerts to open sessions to its elite music Academy for young adults, the Institute strives to infuse the essence of its motto — Learning for Life — into all of its initiatives.

Challenge

With four sub-brands and five campuses, MIC’s internal communications and external marketing messages were fractured and inconsistent causing flat enrollment rates.

Insight

Despite the inconsistencies in messaging and communications, there was a sense of passion and purpose within the faculty, staff, and students we interviewed. This was very closely aligned with the founders’ core values — that music is an essential and sustaining element of life.

Result

BCG developed a new brand platform and architecture that unified the disparate elements under one thematic platform designed to provide flexibility in tone and voice for each sub-brand.

Starting with a new logomark and tagline, the brand evolved via print publications, multimedia applications, campus signage, and a new website. The result was a comprehensive and cohesive brand presence across the Institute’s four campuses and beyond.