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Thoma Thoma


Founded in 1994, Monitronics was one of the largest security alarm monitoring companies in the U.S., with multiple awards for performance and customer service. As it pivoted from a pure business-to-business play to a business-to-consumer company, it knew it was time to redevelop its positioning strategy. Monitronics turned to Thoma to radically rebrand itself in a way that positioned it as a technological leader in its field and one that offered “whole life” security. Thoma helped it crystallize its core values and solidly identify its positioning in the marketplace. In addition, the company-wide rebranding gave it a consistent and contemporary visual and brand identity that cut through the clutter.


  • Brand name development from Monitronics to MONI – short, fast, approachable – just like the company
  • Development of a brand logo with specified versions and multifunctional frameworks of the brand identity
  • Curated a Brand Style Guide that consisted of the following: purpose, brand philosophy, logo and usage, color system, typography, and
  • Establishing Brand Pillars being Fastest Response, Customer Intimacy, and Comprehensive Security


MONI has been named “Connected Home Security Company of the Year,” was rated Highest Overall in Customer Satisfaction for Home Security by J.D. Power, and won its fifth consecutive Consumers’ Choice Award. Thoma’s rebranding campaign for MONI won a Gold MarCom Award for outstanding achievement by creative professionals.