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Music Institute of Chicago

Formerly the Music School of the North Shore, this Chicago-based classical music school sought a brand identity that better reflected its standing as one of the premier resources for music education and appreciation in the Midwest.

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Working with Contact Points and Elaine Gloeckle Design, Hairpin’s Rob Brookman recommended renaming the school the Music Institute of Chicago, created a new logo and tagline (“Where Music Lives”), produced a new line of marketing collateral, and created an ad campaign (headlined “Go Where the Music Takes You”) that featured prominent school alumni, including acclaimed violinist Rachel Barton and Olympic hockey goalie Sarah Tueting.

The school’s new name and communication strategy reflected its growing ambition. Soon, it opened a new, 24,000 square-foot campus in downtown Evanston and, alongside its refreshed brand, saw awareness and enrollment rise dramatically.