UVA Darden

Branding a top business school that dares to be different.

Communications • Creative & Content • Media • Strategy & Research

Opportunity

UVA Darden’s brand didn’t reflect its bold, pioneering, unconventional edge.

Insight:

Prospective students weren’t just comparing rankings—they were looking for a place that felt different, more personal, more real. In a sea of sameness, that’s just what UVA Darden delivered: NOT “business school as usual.”

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Solution

This wasn’t your typical buttoned-up MBA. So we built a brand that challenged expectations—rooted in strategy, powered by emotion. From identity and messaging to tools and training, Darden’s new brand expressed what made it different: more daring, more human, and more future-focused.

Not business school as usual, finally branded that way.

THE RESULTS

150%

increase in share of feed among Top 20 MBA programs on LinkedIn