����ԭ��

A Brand is a Promise

The Name

The witty one-liner made a promise, but ����ԭ��’s former brand motto, “more than you expect,” could not fully describe what awaited students who came to ����ԭ�� Baptist Bible College in Watertown, Wisconsin.

Something needed to change.

“����ԭ�� had never been a traditional Bible college, nor a traditional liberal arts college,” shared Dr. Marty Marriott. “So our name had often caused us to be misunderstood.”

For many years, prospective students and donors had no indication that ����ԭ�� offered programs outside of those of a traditional Bible college. nursing program, ROTC, public service internships, online and distance education, Bridge to Campus sites, or majors in humanities, business, digital communications, English, and biology were well beyond the scope of a traditional Bible college.

“In addition,” Marriott said, “to many people around the world, a ‘college’ is a vocational school or a two-year institution.”

In 2013, under Marriott’s leadership, the Board of Trustees of ����ԭ�� Baptist Bible College adopted a strategic plan to make the message plain to improve the recognition and understanding of who ����ԭ�� was as an institution. Board members sought counsel from many about the possibility of a name change, and the final vote was unanimous.

What would not change was of greater significance.

“����ԭ�� will always be Baptist, dispensational, and evangelistic,” stated Marriott. “We will not abandon our separatist position. We will always emphasize the local church and hold fast to our mission.”

In a special faculty and staff chapel on November 27, 2013, Marriott shared, “To best define who we are, our name must define what we are, our name must define what we are. And when we look in the mirror, we see ����ԭ��—a name that reflects what we are and what we have been becoming for many years.”

The announcement to students followed on December 13, 2013, just before Christmas break. Each student received a t-shirt with ����ԭ�� emblazoned on the front and First Class stamped on the back.

“I remember soon after that, when flying home to New Hampshire, a gentleman on my flight asked what school I was attending,” shared Emily Timblin (’14, Palmer). “Out of habit I started to say ‘����ԭ�� Baptist Bible College,’ but I stopped myself just in time. I then explained that I was a student of ����ԭ��. I was proud and extremely excited all at the same time.”

The Secret

Secrets and surprises and plans and ideas surrounding the new name abounded the following spring semester. The Communications team met with the Executive team regularly and began to define the new look of ����ԭ��. An advertising agency assisted with the refreshed brand identity. Under the creative direction of Beckie Manley, now CEO of Fierce Strategy + Creative, a team of designers visited campus and experienced the best of ����ԭ��—from chapel and classes to the food in the DC.

“Working with Dr. Matt Davis and Dr. Marriott was such a privilege for my creative team,” Manley said. “Everyone provided incredible insight into the history of MBU and shared a clear vision for the future of the university. Ideas for the new brand began to take shape quickly, and we were thrilled to be a part of that story. To this day, every time we see the new brand in action, we feel a great sense of pride in MBU and in our working together.”

The rebranding needed a proper platform for an announcement, so the administration tasked the Student Body Council with developing the program and organizing the moving pieces for one of ����ԭ��’s most epic events ever— “UNLEASHED”—where the new branding, logo, and mascot would be revealed to faculty, staff, and students. Students debated the possibilities for what the new mascot would be for almost three months, but not even the minutest slip of the truth leaked out. It was the most well-guarded secret on campus.

“The anticipation up to the ‘reveal,’ the theories debated over what the new mascot would be, and the ‘reveal’ night itself created such an excitement and unity within the student body,” said Ethan Hokanson (’14), then-president of the Student Body Council. “I remember having so much fun with my friends and faculty that night. The new logos, colors, and mascot were a fresh, welcomed update to ����ԭ��’s branding.” Hokanson and Bobbi (Shepp) Geosling emceed the evening to an audience overfilling the bleachers and standing in every open space possible in the gym. Between sections of the branding explanations, both emcees came on stage dressed as another mascot possibility.

Finally ROTC cadets dressed in fatigues accompanied Hokanson to the center-gym stage where Dr. Matt Davis and Dr. Marty Marriott stood. The briefcase was opened and the secret announced.

“I remember the moment when the mascot was revealed and the confetti went everywhere,” said Hokanson. “We had fog, and the band was playing. It was awesome! This was definitely one of the highlights of my time at MBU. I’m honored at the small part that I got to play in it.”

Dr. Bruce Meyer had rooted for a Sabercat since the university announced its name change. Undeterred by the mascot being top-secret, he began purchasing anything sabercat-related in an effort to influence the minds of any who saw him walking around campus. “I looked for hope in the title ‘Unleashed,’” he explained, “since only a Sabercat would fit that description, right? A lame and tame mascot wouldn’t need restraints. Imagine my ecstatic shock when Snarly the Sabercat, the snarliest mascot ever, was unveiled. I will never forget that night.”

Once the branding agency delivered the new assets and brand style guide to MBU, it was up to in-house designers Kristina Hendrickson and Corinne Kutz to bring the artwork to life.

The Snarl

In a second spectacular event, B. Snarly (the “B” is after B. Myron Cedarholm) was introduced to the student body. Smoke and vapors surrounded B. Snarly as the curtain was raised on the larger-than-life Sabercat, posing with strength and agility. His snarl was heard around campus.

“The first game appearance of Snarly was as exciting as the “UNLEASHED” event,” Meyer remembered, “since all the waiting and hoping for a snarly mascot was over. His appearance on stage out of the evening mist was absolutely electrifying! Now Snarl and I are best buds—we’ve even golfed together. He’s a beast off the tee—and he’s quiet when I’m putting!”

The Brand

The new branding brought ����ԭ�� together into a cohesive whole. Every office and department must follow the branding guidelines. Now every athletic jersey and choir tour shirt, every email written and admissions packet sent gives the same message: we are ����ԭ��.

“A brand is so much bigger than any one person, message, or logo,” stated Karen Hansel, who was part of the Communications team. “A brand is a promise. And for MBU, that promise is wrapped up in a rich heritage, a commitment to a mission, and a consistency in message and design. As prospective students and families come in contact with the MBU brand, we trust that what they see and hear and feel inside aligns with the excellence and excitement they experience in real life—and that they love being a part of it all!”