Enterprise brand strategy
Enterprise & Institutional

Brand strategy for organizations
that can't afford to get it wrong.

When the brand represents a $24B system, a 150-year institution, or a publicly accountable organization — the stakes change. The rigor has to match.

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15+
Years at the intersection of strategy, creative, and vision
$24.9B
Scale of institution where brand strategy was directed
$194M+
Revenue results tied to brand and narrative engagements
3
Campuses under unified brand architecture

You're likely already familiar with
what brand dysfunction costs at scale.

—Every campus, division, or department speaks in a different voice — and the organization loses the authority it spent decades building.
—Leadership transitions expose the fact that the brand was built around a person, not a position — and suddenly no one knows what to say.
—A new strategic plan launches with a press release and a PowerPoint. The brand never catches up. Employees don't believe it. The public doesn't see it.
—The organization is doing extraordinary work — research, programs, impact — that no one outside the building knows about, because there's no narrative infrastructure to carry it.
—A crisis hits. There's no established brand voice to fall back on. Everything said in the aftermath feels reactive, inconsistent, or tone-deaf.
Brand gaps aren't a communications problem — they're a leadership opportunity. The gap isn't in the messaging. It's in the strategy. Moxied closes it.

Built for organizations operating at scale.

Higher Education
Universities & Academic Institutions
Multi-campus systems, research universities, and academic medical centers navigating brand consistency across autonomous units, competing stakeholders, and public accountability.
Corporate
Mid-Market & Growth-Stage Companies
Companies that have scaled past the startup brand but haven't built the institutional brand infrastructure needed for the next chapter — new markets, new leadership, new category.
Non-profit
Mission-Driven & Advocacy Organizations
Nonprofits and social enterprises whose brand must do the work of fundraising, recruiting, and public persuasion — all at once, with high scrutiny and limited resources.
Healthcare
Healthcare & Wellness Organizations
Health systems and wellness companies that must build trust across clinical, consumer, and payer audiences — often with significant regulatory constraints on messaging.
Institutional
Foundations & Cultural Organizations
Philanthropic foundations, cultural institutions, and civic organizations whose brand must carry weight with donors, the public, policymakers, and grantees simultaneously.
Executive
C-Suite & Senior Leadership
Presidents, chancellors, CEOs, and CMOs who need to develop their executive voice — the personal brand that carries institutional authority without becoming the institution itself.

What we deliver at the institutional level.

Core Engagement
Brand Audit + Perception Analysis
A rigorous diagnostic of brand position, voice consistency, perception gaps, competitive standing, and internal alignment — delivered as a scored report with prioritized recommendations.
Core Engagement
Institutional Positioning Strategy
Stakeholder mapping, audience segmentation, competitive landscape, and the specific claims the brand can make and defend — with a messaging framework that cascades from enterprise to unit level.
Core Engagement
Brand Narrative Development
The origin, mission tension, and belief system that connect strategic plan to public identity — delivered as a master narrative document, audience-specific key messages, and an editorial voice guide.
Leadership Focus
Executive Voice Development
Distinct voice, positioning, and communications architecture for presidents, chancellors, and CEOs — including speechwriting frameworks, public platform strategy, and the relationship between executive and institutional brand.
Activation Layer
Campaign Strategy & Creative Direction
Concept development, narrative architecture, channel strategy, and the creative brief that guides internal teams and agency partners through execution — for enrollment, fundraising, awareness, or advocacy.
Ongoing
Brand Advisory Retainer
A senior brand voice on call for positioning questions, communications decisions, and real-time counsel on the moments that shape institutional reputation. Monthly or quarterly — built for organizations without a dedicated Chief Brand Officer.

Where the strategy was proven.

Shinola Detroit — brand strategy
University of Illinois System
Institutional Brand Architecture
University of Illinois System — brand strategy
University of Illinois System
Institutional Brand Architecture
Public Higher Education
University of Illinois System
$24.9B · 101,000+ students · 3 campuses
Scope of Work
Brand StrategyInstitutional PositioningContent DirectionCampaign DevelopmentMarket Toolkit
Direct brand and marketing strategy across a $24.9B public university system. Built the system-level brand architecture from a fragmented state — producing the "State of the Brand" report that shifted institutional positioning from awareness to authority. Developed the Chicago Market Ambassador Toolkit and nine-piece market one-pager suite. Moved brand ranking from 5th to 1st in under twelve months.
American Luxury Consumer Brand
Shinola Detroit
$77M+ in measurable sales impact
Scope of Work
Content StrategyBrand StorytellingEditorial DirectionNarrative MappingBrand & Sales Copywriting
Developed content strategy for a brand that had to do something genuinely difficult: refine a luxury positioning rooted in American manufacturing and Detroit's comeback narrative without romanticizing hardship. Audience-targeted content and narrative strategy contributed directly to $77M in measurable sales impact during key selling seasons.

What institutional clients say.

I work closely with Ash to develop retail outreach assets supporting our clienteling efforts in over 20 stores. Her attention to detail, creativity, consistency, and quality level are unmatched. She is truly an incredible partner.
Zachary Roach
Brand Training Manager
$107k in total ecomm. $1M total to date. We are now almost double what we did last year.
Scott Zimmerman
VP of Merchandising
Ash is one of the most extremely talented, professional, creative, joyful copywriters I have worked with. She interprets brands with keen vision and passionate words. She is so fast and sharp — it's baffling how spot-on her creative vision complements the work she is involved with.
Ken Whiting
Cinematographer / Director

How we structure the work.

Project
Defined Scope Engagement
A contained project with a specific deliverable
Fixed scope, fixed fee, defined timeline. Best for organizations with a specific brand problem to solve or a defined moment to prepare for.
Timeline4–16 weeks
Investment$15K – $75K+
Best forRepositioning, launches, leadership transitions
Retainer
Ongoing Advisory
Monthly or quarterly strategic counsel
A senior brand voice on call for communications decisions, brand governance, and real-time counsel on the moments that shape institutional reputation.
Commitment6-month minimum
InvestmentFrom $5K / month
Best forWithout a Chief Brand Officer
Integration
Fractional Brand Leadership
Senior strategist embedded in your leadership team
Attending key meetings, reviewing major communications, building internal capability, and holding the brand standard across the full scope of output.
Commitment12-month, renewable
InvestmentCustom
Best forFull brand transformations

What organizations ask us.

Marketing teams execute. Brand strategy is the thinking that determines what they execute toward. Most institutional marketing teams are resourced for output — not the upstream strategic work that makes output coherent. Moxied fills that gap as the senior strategic voice that gives your team something defensible to execute against.
Large agencies bring scale and production capability — most of which will not involve the people doing the actual strategic thinking. Moxied brings one senior strategist who does the work directly. No junior team presenting on behalf of someone else. No overhead built into the fee. The person you hire is the person who builds the strategy.
We have experience working within institutional and enterprise procurement frameworks — RFP processes, vendor registration, net-30 payment terms, and the approval chains that come with public institutions.
That's the core competency. Getting a provost, a board, a communications team, a president's office, and a development office to agree on what the brand says is harder than writing the brand. We know how to run a process that produces alignment without producing mush.
Yes. Institutional and enterprise work often involves sensitive strategic information. NDAs are standard and expected. References from prior institutional clients are available upon request.
A 30-minute discovery call — no pitch deck, no proposal, no sales pressure. We want to understand the brand challenge and whether this is the right engagement for both sides. If it is, we'll scope accordingly. If it isn't, we'll say so and point you somewhere useful.
Ready to close the gap?

Every institutional engagement begins with a conversation. No pitch. No pressure. Just an honest assessment of whether this is the right fit — for both sides.

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