More Than Just a Website Redesign
The University of Maryland Robert H. Smith School of Business is one of the nation's top-ranked business schools, but judging from its old website, you wouldn't know it. The root issue, though, wasn't just the medium, it was the message.
The Importance of Knowing Your Brand
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?
Brand Pillars and Attributes
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.
Telling an Authentic Story
To reinforce the brand pillars, VisionPoint incorporated the brand into the information architecture, content strategy and visual design of the website.
The World Class Representation of a World-Class Business School
By uniting stakeholders around the attributes and differentiators that set Smith apart from its peers, the new website sparked a culture shift that extends far beyond just the website.
Living the Brand Beyond the Website
The brand has permeated the entire school, from its website 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.