Media Logic Partners with Hofstra University to Launch New Brand for the Institution

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Media Logic has launched Hofstra University's new, comprehensive "Find Your Edge" brand foundation. Media Logic's integrated brand development process was uniquely effective and tailored to the needs of Hofstra to create a strong brand that captured the confident, new spirit of today's Hofstra students. The end result was the university's bold and colorful new look and graphic standards.

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Our uniquely integrated brand development process played an important role in building a brand that is tangible and true for Hofstra University. Their new brand is instantly applicable and useable today, and it is aspirational for the future.

Media Logic, a strategic marketing and communications firm specializing in brand development, revenue generation, marketing planning and integrated communications, today announced the launch of Hofstra University's new, comprehensive "Find Your Edge" brand foundation. The new brand provides the university with a bold and colorful new look, and graphic standards to capture the confident, new spirit of Hofstra's results-oriented, pragmatic and ambitious student body.

Hofstra University has transformed tremendously in the last five years. SAT scores have soared 100 points and the Hofstra endowment has doubled. The university knew it was time for a change and wanted a strong brand that emphasized the unique characteristics that made Hofstra and its students special.

"In the past we used a clean, classic look, and we felt that now was the time to communicate the true spirit of our students – energetic, motivated and dynamic," says Melissa Connolly, vice president of university relations at Hofstra University. "We wanted our new brand to reflect the types of people that make up the Hofstra community, and we are very excited that Media Logic and their creative branding process were able to deliver our new brand that achieved these objectives."

Integrated Approach Leads to Hofstra Brand Development

Media Logic's integrated brand development process was uniquely effective and tailored to the needs and situation of Hofstra. Building on existing research performed by the university, Media Logic was able to accelerate the brand development process. Using both quantitative research to test basic awareness and perceptions of Hofstra and qualitative creative research among each of the university's key stake holders (e.g., students, prospects, alumni, faculty/staff), Media Logic was able to build the new Hofstra brand from the inside out.

Media Logic President David Schultz points out that his agency views brand development and execution as an integrated process.

"We actually view research as part of our creative development process and refer to it as 'creative research,'" says Schultz. "It's an important facet of our branding process, and we analyzed and refined Hofstra's messaging to yield something real and actionable."

Connolly notes that Hofstra spoke with other agencies that specialized in higher education, but they liked the fact that Media Logic understood higher education while understanding the wider world.

"Media Logic pulls best practices from other industries," says Connolly. "What really impressed us was their emphasis on research, the impeccable quality of work and the mix of business that Media Logic was engaged in."

Media Logic's brand research revealed the unique spirit of Hofstra – that the university attracts goal-oriented, pragmatic, ambitious students who seek a college education to help them achieve their professional goals. Connolly believes that the new Hofstra brand is representative of the fact that this is a new era at the university and the added color and movement incorporated into the brand best illustrate the people at Hofstra.

"Today's students are active, enthusiastic, social and outgoing," says Connolly. "Media Logic did an excellent job capturing that feeling in the new brand to match the strong points of the Hofstra community itself. The bold, colorful and energetic look of the brand reflects the typical Hofstra student."

New Brand Helps Hofstra Students "Find Their Edge"

The new brand does much more than simply capture the typical Hofstra student. It is a brand where current students play an active role in its development. Connolly notes that twenty students participated in the filming of the launch video and another twenty students took part in the photo shoots.

"I've been at some of the launch meetings and each became a rally for the students," says Connolly. "They were cheering for each other because they all played an important role in our brand development. Next we plan to ask the students to tell us what their edge is so that we can profile them on the Hofstra Web site. Learning what makes our students special is the best way to define us as a university, and Media Logic played an important role to help us communicate this message in a strong and unified way."

"We are delighted to be working with Hofstra University to launch their new brand," says Schultz. "Our uniquely integrated brand development process played an important role in building a brand that is tangible and true for Hofstra University. Their new brand is instantly applicable and useable today, and it is aspirational for the future."

About Hofstra University

Hofstra University (http://www.hofstra.edu) is a dynamic private institution where students find their edge to succeed in more than 140 undergraduate and 150 graduate programs in liberal arts and sciences, business, communication, education and allied human services, and honors studies, as well as a School of Law. With a student-faculty ratio of 14-to-1, our professors teach small classes averaging 25 students that emphasize interaction, critical thinking and analysis. Hofstra provides a dynamic college experience tailored for innately ambitious, outcome-oriented individuals, with a faculty whose highest priority is teaching excellence, cutting edge technology, extensive library resources, internships and special educational programs. Hofstra helps students find and focus their strengths to prepare them for a successful future. Hofstra students live and learn on our beautiful, 240-acre campus on Long Island and have easy access to the academic, cultural and career opportunities in the New York City metropolitan area.

About Media Logic

Media Logic is a strategic marketing and communications firm specializing in brand development, revenue generation, marketing planning and integrated communications. Founded in 1984, Media Logic is headquartered in Albany, N.Y. with a West Coast office in Oakland, Calif. With annual capitalized billings in excess of $63 million, the agency provides marketing services for a wide range of industries. Higher education clients include Binghamton University, Hofstra University, Excelsior College, Monmouth University, State University of New York College at Plattsburgh, The Johnson School at Cornell University and Purchase College. Media Logic is ranked by Advertising Age as one of the nation's top 200 advertising agencies. Visit http://www.mlinc.com for more information.

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