icarnegie Certifying Excellence Branding and Integrated Marketing Communications Challenge: icarnegie a wholly owned subsidiary of Carnegie Mellon University wanted to develop a means by which computer science courseware could be delivered online to individuals at community colleges, corporations, or at home, thereby leveraging the equity of their core brand without diluting its credibility. Solution: Droz created a new brand, incorporating the interactive “i” and, through the tag line, emphasized that icarnegie’s value proposition is granting a university degree-level certification. Droz developed and executed all aspects of the brand, including: name, logo, corporate ID system, and tag line collateral materials advertising and public relations online product and informational web site strategy and presentation for funding rounds sales and marketing skills training Result: icarnegie has successfully attracted outside funding and has several corporate alliances. Back to Education Case Studies
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