As our strategists worked to uncover new selling points and develop clear messaging for key audiences, Grafik’s design team helped fine-tune parts of the school's identity that were hard to explain. We created a scalable brand identity—logos, iconography, a brand palette and imagery guidelines— that harmoniously tie back to Georgetown’s master brand. Additionally, we delivered digital brand guidelines to ensure consistency across all future marketing efforts.
McDonough School of Business
Repositioning a storied brand
Leadership at Georgetown University’s McDonough School of Business understood that the university was well established as a top-tier institution in the minds of prospective students. To a great extent, however, that brand positioning was hampering efforts to attract a more diverse MBA applicant pool, grow revenue through executive education, and engage new audiences worldwide. The directive to the Grafik team was simple: position McDonough as a unique, future-forward school while aligning seamlessly with Georgetown’s enduring master brand.
Working in partnership with ADV, a research firm that specializes in the educational space, we surveyed over 1,600 respondents and hosted stakeholder roundtables of prospective and current students, alumni, faculty, staff and leadership to gain deep insights into their perceptions of Georgetown and McDonough. Findings informed a compelling new brand story that underscored the school’s unique ability to empower passionate problem solvers to view the world’s most pressing challenges through the lens of global business.
Today, McDonough School of Business is equipped with a powerful brand strategy that positions the school as a leader in global business education, driving advancements to make the world a better place for everyone while engaging a broader, more diverse audience.
