Mandelbaum House

Mandelbaum House approached Paper Monkey to review and update their visual identity and marketing material, which was outdated and very conservative in comparison to the new on-campus competition of the corporate residences that have slick brands and marketing. We also needed to help them redevelop marketing strategies and plans in alliance with distinct and modern identity rebranding.

As a smaller residence, Mandelbaum House didn’t have the luxury of a budget that could fund a strategic brand redevelopment, so our approach was based on aesthetics, applied with our specialised knowledge of the student market. Although one of the younger colleges at the University of Sydney, Mandelbaum House has a rich heritage and culture, and although the previous visual identity was outdated, it did use graphic elements that spoke to these historical roots. The previous identity featured an almond tree, which in German is “mandelbaum”. We chose to focus on this element as it was significant to the heritage of the college.

In the case of Mandelbaum House, our marketing specialist advised Mandelbaum House on all the elements of market mix and helped them find the exactly right target market through our highly customised marketing surveys (e.g. market description surveys, customer attitudes and expectations surveys, new product acceptance and demand surveys – conjoint analysis). Our graphic design and visual strategy team refined their marketing materials – updated the tree symbol, coupling it with vibrant, modern colours that were also applied to photographic image treatments that now give Mandelbaum House a distinct and modern identity that stands strong against the brands of the new corporate residences.

Our copywriter developed a language tone and applied it to content that succinctly communicated the benefits of Mandelbaum and highlighting what sets it apart from all the other accommodation choices on-campus. The identity has been applied to top-line marketing material including the website, and continues to be rolled out in fine detail to each touchpoint in the Mandelbaum experience, from student handbooks to short-stay promotion and welcome cards. In the meantime we prepared marketing forecasts, help Mandelbaum House in the preparation of differentiated marketing plans, and support the execution of marketing plans in different target markets for overall success.

Our copywriter developed a language tone and applied it to content that succinctly communicated the benefits of Mandelbaum and highlighting what sets it apart from all the other accommodation choices on-campus. The identity has been applied to top-line marketing material including the website, and continues to be rolled out in fine detail to each touchpoint in the Mandelbaum experience, from student handbooks to short-stay promotion and welcome cards. In the meantime we prepared marketing forecasts, help Mandelbaum House in the preparation of differentiated marketing plans, and support the execution of marketing plans in different target markets for overall success.