London Business School – A new school of thought.
Despite being ranked among the world's leading
business schools, London Business School faced growing competition from both established institutions
and new global entrants. Its brand lacked distinctiveness and consistency, while the digital experience no longer reflected the quality of its world-class education.
We evolved the brand and reimagined the digital experience to create a more premium and distinctive expression of London Business School. The result was
a connected brand and digital ecosystem that strengthened consistency, improved the user experience, and better reflected the school's global reputation
and academic excellence.
Role
Designed and directed London Business School's brand evolution and digital transformation, partnering with senior stakeholders to establish a bolder, more distinctive brand presence.
Led creative direction across multidisciplinary teams, including brand, digital, copywriting, and experience design, evolving the visual and verbal identity and delivering a connected digital ecosystem that strengthened brand expression and enhanced the user experience.
Deliverables
Brand Evolution, Visual and Verbal Identity, Experience Ecosystem Design, Brand Governance, Design Frameworks, Creative Management, Design Systems
Impact
+19% Increase in conversion rate
No. 1 Financial Times Executive Education Ranking 2026
