Humanizing AI: A Strategic Brand + Content Approach
Northeastern University - The Roux Institute
Portland, ME.
2019
Academia & Research
$2.3 billion (2024)
5,000+
Challenge
Despite offering cutting-edge AI and custom learning services, The Roux Institute struggled to communicate its value in a clear concise manner. The brand was not well known, nor the value it's partnership and programs could provide to potential partners. 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
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
Strategy & Positioning
We assisted in repositioning the 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
“ Muyinza helped us see ourselves in a completely new light. He brought fresh ideas, a bold creative vision, and consistently pushed us beyond our comfort zone—which always led to great results.”
Liz Kohler
Managing Director of Strategy & Operations | The Roux
Conclusion
$100,000+ in direct custom learning sales
$2.2M in research and custom learning 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
