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.”
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.
