The Challenge
As the youngest business school of a top-ranked RI institution—and one of the youngest in the nation to receive AACSB accreditation—the Rady School of Management is not a place where you’ll hear, “We’ve always done it this way.” But the school wanted to extend its reach beyond a local audience, and that demanded a new approach to storytelling: one that reflected the extraordinary quality of its faculty and research, the benefits of studying business at a STEM powerhouse, and the connections to San Diego’s booming sectors in life sciences, defense, and international trade.
The Impact
Our big idea, “Business is a science,” is built on the equity of UC San Diego and drove new messaging, website design, and a digital campaign for all the school’s master’s programs. “I’m not necessarily a branding person,” one faculty member wrote our client, “but I just wanted to say how energizing and exciting it is to hear Ana describe the brand story and positioning … this is the kind of institution I want to be a part of, and it made me feel good that I could even see a place for me in supporting this vision.”
Project components
- Messaging
- Message testing
- Program messaging
- Digital strategy
- Website redesign
- SEO strategy
- Website governance strategy
- Digital banner ads
- Photoshoot art direction
You have helped Rady build a brand foundation and that is huge! MIL GRACIAS.
Ana Amado-García
Director, Marketing & Communications University of California, San Diego Rady School of Management
Brand Narrative
At the Rady School of Management, Business is a science. We believe in the power of rigorous discovery. We experiment and test business ideas from every angle. Our programs are intensely hands-on, innovation-focused, and inspired by the cutting-edge research of our faculty. We use analytical tools to solve business problems, whether in management, strategy, or product development and marketing. We’ll take your quantitative and analytical skills to a new level, so you’ll become a leader with a better kind of business brain—ready to create the essential bridges between science, data, and innovation.
