Opportunity
Lebanese American University's launching of a degree-granting NYC campus marked a strategic leap forward for the venerable Middle East institution. But reaching US students required communicating an unfamiliar institution's value in a competitive market for business degrees. Through market research, we uncovered what would resonate with prospective students seeking meaningful business education in the world's financial capital.
Insight:
Students don't just want credentials—they want personalized, startup-style learning that combines NYC's global business ecosystem with affordability and international perspectives.
Solution
We developed a new logo, distinctive positioning and messaging that emphasized LAU New York's unique advantages: intimate, hands-on learning in Midtown Manhattan, AACSB-accredited programs at accessible tuition, and a globally diverse community. The new website brought this strategy to life with compelling storytelling that positioned the campus as both accessible and exceptional—not forcing prospective students to choose.
