Brand Messaging, Website Redesign
When we first met, the University of Maryland Robert H. Smith School of Business was a top-ranked business school struggling with a website that failed to live up to its world-class reputation. Initially engaged for a website redesign, our team quickly learned that Smith School’s marketing challenges weren’t limited to just the website.
During the discovery period, our listening tour with key stakeholders uncovered that even senior leaders were unclear as to the foundational pillars of the school's brand. Everyone agreed that Smith was a world-class business school, but what exactly made Smith different from its prestigious competitors?
VisionPoint and the Smith School identified and honed four brand pillars which, taken together, illuminated the very essence that made Smith different from its peers.
To reinforce the brand pillars, VisionPoint incorporated the brand into the information architecture, content strategy and visual design of the website.
The website is a world-class representation of a world-class business school.
The Brand Pillars have permeated the entire organization, from the execution of the school’s content strategy to posters of the Brand Pillars and Attributes hung throughout Van Munching Hall. There's even a travel-sized copy tucked into the Dean’s suit jacket pocket.