Launching conscious culinary
Miami Culinary Institute
Miami Dade College saw the opportunity to establish a culinary school that would be at the forefront of sustainability and food culture. MoK2 was approached to help refine that concept as well as to strategically develop the brand touchpoints, messaging and a multi-faceted outreach campaign that positioned the school and defined its perception among students and the public, then raised awareness to increase enrollment in the new program. Through informed development and strategies we were able to define and infuse the core essence of the brand that was authentic to its sustainable mission. We provided visual and experiential tools to help the brand live up to the tagline “food, culture, innovation". This essence was infused in every aspect of the original brand as we were able to work with the development team to deliver an experience that could be seen, heard and felt across all interfaces: from interiors to communication, advertising, and unique enrollment outreach. Whether it was a food truck called “Alphabite,” or an unexpected interaction with a vending machine, a scratch and sniff hallway or a spinning community planting guide every touchpoint or message was creatively fashioned to engage a conversation about sustainability, healthy eating and the creative satisfaction of a culinary career. MoK2’s integrated approach included an array of strategies that were incorporated into naming, identity, communication, interior experiences, marketing, and even the curriculum. Developing the right messaging and brand strategy was essential to positioning Miami Culinary Institute as a trusted, one-of-a-kind educational experience that prepares its students for a successful, responsible and conscious career in the culinary arts.