Macomb Automation & Robotics Zone
discovery
Macomb Robotics was previously nestled under Sterling Height’s Velocity Center–both in brand architecture and on their website. Their brand was dated, lacked ownership, and was struggling to differentiate itself from the Velocity Center. However, the Macomb Robotics team knew there was a demand for science, technology, engineering, art, and mathematics (STEAM) programs just like the ones they offered so they were ready and willing to do whatever it took to establish themselves in the STEAM space as an adaptable collaborator with schools, employers, and the community.
strategy
Macomb Robotics needed an entire brand established from a new name and logo to marketing materials and ground–up strategy. They needed an image that reflected their mission to create a space for curious participants of any age to create freely and make impactful discoveries in a safe and inclusive environment while connecting students, mentors, and employers through resources that promote STEAM learning, collaboration, and unique opportunities in the community.
creative
Our collaborative team set to work to first name their new program and space, now proudly known in Eastern Michigan as the Macomb Automation & Robotics Zone or MARZ. Then, we designed a logo that reflected the innovative, creative, and dynamic nature of their nonprofit. We also helped design marketing materials that the MARZ team can use at competitions, conferences, and other events. We also developed a detailed social media strategy they could implement until they were ready to add an internal or outsourced marketing team.
results
With a newly defined brand architecture and differentiation from the Velocity Center, MARZ is able to reach more students, parents, and educators and better articulate what they do for the community and why. They’ve also been able to enter other STEAM spaces beyond robotics to encourage learning and growth, and to connect individuals to new resources and opportunities.