Opportunity
Simon Business School at the University of Rochester had long been known for its analytical rigor—a reputation rooted in its strong economics and quantitative approach to business education. But that strength wasn’t always translating into a compelling story for prospective students.
The school needed a unifying idea that could connect its analytical heritage, diverse community, and career-focused outcomes into a clearer and more powerful brand narrative.
Insight:
Students aren’t just seeking a prestigious MBA. They want confidence about their decisions, their path, and their future. What Simon uniquely delivers is clarity: about business, leadership, and personal direction.
Solution
Yes& partnered with Simon Business School to build a brand platform centered on a single idea: clarity.
The concept became the cornerstone of the school’s storytelling: shaping the mission, vision, and values we developed, as well as the messaging that carried through every touchpoint. The work extended across viewbooks, website design, digital campaigns, email templates, and brand training, creating a cohesive narrative that connected Simon’s analytical strengths with the personal and professional clarity students gain through its programs.
THE RESULTS
Significant gains
in business school rankings following the brand rollout
Named
Poets & Quants MBA Program of the Year (2018)
