London Business School

Background

How does one of the world's most respected business schools rebrand itself and communicate its offering to some of the smartest people on the planet?

In a volatile economy, London Business School needed to reinforce its credibility and make its voice heard above the likes of Harvard and INSEAD.

Brief

Our task, for the School's Executive Education department, involved a brand and competitor audit; participant, decision influencer and faculty analysis; plus creative and message development.

Solution

The result was the creation of a new brand strategy and identity that captured the empowerment conferred upon programme participants. The underpinning thought was, 'Go Further'. A creative asset, or 'swoosh' was developed to conveyed the energising London Business School effect.

We devised, shot and produced the brand launch video to engage employees and interpreted the new identity across all media, including brochure suites, corporate videos and global advertising in print and digital.

Results

The brand strategy then laid the foundations for us to integrate the concept into sophisticated digital acquisition and retention work.