Humanizing AI: A Strategic Brand + Content Approach
Humanizing AI: A Strategic Brand + Content Approach
Humanizing AI: A Strategic Brand + Content Approach
Company
Company
Company
Northeastern University - The Roux Institute
Northeastern University - The Roux Institute
Northeastern University - The Roux Institute
Headquarters
Headquarters
Headquarters
Portland, ME.
Portland, ME.
Portland, ME.
Founded
Founded
Founded
2019
2019
2019
Industry
Industry
Industry
Academia & Research
Academia & Research
Academia & Research
Revenue
Revenue
Revenue
$2.3 billion (2024)
$2.3 billion (2024)
$2.3 billion (2024)
Company size
Company size
Company size
5,000+
5,000+
5,000+
Challenge
Challenge
Challenge
Despite offering cutting-edge AI and custom learning services, The Roux Institute struggled to communicate its human side. The brand was perceived as tech-heavy and institutional—intimidating to prospective partners and learners. Marketing efforts were channel-specific and lacked a cohesive narrative that tied together the Roux’s innovation, impact, and warmth. They needed a modern, multi-touch strategy to convert interest into meetings and sales, and fast.
Despite offering cutting-edge AI and custom learning services, The Roux Institute struggled to communicate its human side. The brand was perceived as tech-heavy and institutional—intimidating to prospective partners and learners. Marketing efforts were channel-specific and lacked a cohesive narrative that tied together the Roux’s innovation, impact, and warmth. They needed a modern, multi-touch strategy to convert interest into meetings and sales, and fast.
Despite offering cutting-edge AI and custom learning services, The Roux Institute struggled to communicate its human side. The brand was perceived as tech-heavy and institutional—intimidating to prospective partners and learners. Marketing efforts were channel-specific and lacked a cohesive narrative that tied together the Roux’s innovation, impact, and warmth. They needed a modern, multi-touch strategy to convert interest into meetings and sales, and fast.
Services Provided
Services Provided
Services Provided
Marketing Campaign Development
Website Development
Video Production (Brand, Event, Evergreen)
Photography (Brand, Event, Evergreen)
Funnel Architecture
Email Automation
AI Automation
Landing Page Development
Internal & External Stakeholder Alignment
Vendor Management
Marketing Campaign Development
Website Development
Video Production (Brand, Event, Evergreen)
Photography (Brand, Event, Evergreen)
Funnel Architecture
Email Automation
AI Automation
Landing Page Development
Internal & External Stakeholder Alignment
Vendor Management
Marketing Campaign Development
Website Development
Video Production (Brand, Event, Evergreen)
Photography (Brand, Event, Evergreen)
Funnel Architecture
Email Automation
AI Automation
Landing Page Development
Internal & External Stakeholder Alignment
Vendor Management
Process
Process
Process
Strategy & Positioning
We repositioned Roux from a sterile "tech institute" into a mission-driven partner for growth-minded businesses and professionals. The new narrative centered on human impact through intelligent systems, making AI and custom learning approachable.
Developed channel-specific, goal-driven roadmaps aligned with Roux's core objectives
Crafted evergreen brand stories reflecting the institute’s mission, philosophy, and impact
Created segmented offers and landing pages to personalize campaigns and increase conversions
Execution
Content & Storytelling:
Produced high-impact video to humanize the brand, spotlighting leadership, learners, and partner success stories
Filmed and distributed partner event recaps showcasing subject matter expertise and institutional credibility
Captured vibrant photo content used across social, web, and partner decks
Funnel & Automation:
Built landing pages tailored to distinct verticals (AI solutions, custom learning, partnerships)
Launched email campaigns synchronized with site content and lead-gen efforts
Designed evergreen assets to support HR, Business Development, and Sales enablement
Strategy & Positioning
We repositioned Roux from a sterile "tech institute" into a mission-driven partner for growth-minded businesses and professionals. The new narrative centered on human impact through intelligent systems, making AI and custom learning approachable.
Developed channel-specific, goal-driven roadmaps aligned with Roux's core objectives
Crafted evergreen brand stories reflecting the institute’s mission, philosophy, and impact
Created segmented offers and landing pages to personalize campaigns and increase conversions
Execution
Content & Storytelling:
Produced high-impact video to humanize the brand, spotlighting leadership, learners, and partner success stories
Filmed and distributed partner event recaps showcasing subject matter expertise and institutional credibility
Captured vibrant photo content used across social, web, and partner decks
Funnel & Automation:
Built landing pages tailored to distinct verticals (AI solutions, custom learning, partnerships)
Launched email campaigns synchronized with site content and lead-gen efforts
Designed evergreen assets to support HR, Business Development, and Sales enablement
Strategy & Positioning
We repositioned Roux from a sterile "tech institute" into a mission-driven partner for growth-minded businesses and professionals. The new narrative centered on human impact through intelligent systems, making AI and custom learning approachable.
Developed channel-specific, goal-driven roadmaps aligned with Roux's core objectives
Crafted evergreen brand stories reflecting the institute’s mission, philosophy, and impact
Created segmented offers and landing pages to personalize campaigns and increase conversions
Execution
Content & Storytelling:
Produced high-impact video to humanize the brand, spotlighting leadership, learners, and partner success stories
Filmed and distributed partner event recaps showcasing subject matter expertise and institutional credibility
Captured vibrant photo content used across social, web, and partner decks
Funnel & Automation:
Built landing pages tailored to distinct verticals (AI solutions, custom learning, partnerships)
Launched email campaigns synchronized with site content and lead-gen efforts
Designed evergreen assets to support HR, Business Development, and Sales enablement
“ With our new visual branding and language in place, the new Shopify brand clearly captures the essence of our current and target customer base, our employees, and our values. ”
“ With our new visual branding and language in place, the new Shopify brand clearly captures the essence of our current and target customer base, our employees, and our values. ”
“ With our new visual branding and language in place, the new Shopify brand clearly captures the essence of our current and target customer base, our employees, and our values. ”
Tobias Lütke
Tobias Lütke
Tobias Lütke
CEO, Co-founder | Shopify
CEO, Co-founder | Shopify
CEO, Co-founder | Shopify
Conclusion
Conclusion
Conclusion
$100,000+ in direct custom learning sales
$2.2M in research services closed with help from strategic content assets
Evergreen videos and social assets now fueling recruiting, sales enablement, and lead nurturing across departments
Increased engagement on social platforms and cross-institutional visibility through branded content collaboration
$100,000+ in direct custom learning sales
$2.2M in research services closed with help from strategic content assets
Evergreen videos and social assets now fueling recruiting, sales enablement, and lead nurturing across departments
Increased engagement on social platforms and cross-institutional visibility through branded content collaboration
$100,000+ in direct custom learning sales
$2.2M in research services closed with help from strategic content assets
Evergreen videos and social assets now fueling recruiting, sales enablement, and lead nurturing across departments
Increased engagement on social platforms and cross-institutional visibility through branded content collaboration
