Center for Research in Technology & Innovation at Kellogg
Where the world of ideas and global business converge.
A globally networked research leader, the Kellogg Center for Research in Technology & Innovation creates opportunities for innovation-driven academics, researchers, students and business professionals to connect and collaborate toward common goals. The Center aims to advance knowledge, share it openly, and identify and create opportunities to translate knowledge into value—both economic and intellectual—for its stakeholders.
The Grillo Group was engaged to help the Center build brand awareness and name recognition among key stakeholder groups and create communications that would inspire and motivate them to engage actively with the Center and each other.
Drawing on our long-standing collaboration with Kellogg, which included developing brand standards and key messaging across the school, we took a multidimensional approach that included independent research, assessment of competitive differentiation, stakeholder interviews, and messaging strategy and development. The goal was to help CRTI carve out its own distinctive niche among its primary audiences—corporations, academia, and government.
Our deliverables included distinctive positioning, clear and compelling messaging, strong visual brand program aligned with the Kellogg umbrella brand, and a meaningful and evocative tagline. We also developed the primary vehicles for delivering the messaging, including print collateral and a new website built from the ground up within Kellogg’s website guidelines.
The examples of our work shown here document the full scope of our engagement. The overarching theme and messaging is communicated clearly throughout as the tagline and positioning statement below demonstrate.
Innovation at the Intersection of Ideas and Practice
It is an innovation environment unlike any other: A global hub at the precise point where academic endeavor converges with real-world business practice. The Center for Research in Technology & Innovation (CRTI) at the Kellogg School of Management connects and collaborates worldwide with academics, researchers, and leaders from business, industry and government to transform knowledge into value.
Client Success
The messaging and brand extension we created still resonate strongly across CRTI communications. Although its content has evolved, the Center’s website retains much of the original structure, tone, and core branding.
