Unabashedly analytical

Simon Business School—University of Rochester
Research, branding, viewbook, website

Two people facing each other. Image text as if they are conversing: Now I tell stories with numbers. Now I see data differently.

The Challenge

Simon has a longstanding reputation as a quant school—unusual within its U.S. News tier. It has one of the most diverse, collegial student communities of any business school. And students say they graduate feeling focused and confident about their goals. Could we find a core idea that would revitalize Simon’s storytelling and link all of its strengths into a compelling, unified offer? Yes.

The Impact

Our idea of “clarity” became the cornerstone for Simon. It was incorporated into the mission, vision, and values that we wrote for them, and drove all brand communications. The School enjoyed some of its largest gains ever in the overall rankings and was named Poets & Quants’ 2018 MBA Program of the Year.

Project components

  • Research
  • Core brand: mission, vision, values
  • Brand idea/narrative
  • Messaging
  • Marketing plan
  • Viewbook
  • Website design
  • Email templates
  • Digital media campaign
  • Brand training
Brochure cover. Headline says see through.
Brochure spread.
Brochure spread.
Now I tell stories with numbers.
Life Lessons.

Business degree programs at Simon are designed to help you achieve a new level of clarity: about how analytical frameworks drive success in business; about what it takes to collaborate and manage in the contemporary, global workplace; and about your professional growth and goals. It’s the understanding and confidence you need to make the right decisions and lead—no matter what the business forecast.

An Asian man at the front of a classroom.


To develop business leaders who have an exceptional level of clarity about business and about themselves. We achieve this through research and teaching focused on analytics and economics, and by being home to a tight-knit community that is among the most diverse of any business school.


As a part of the University of Rochester community, our character is defined by “Meliora”: a relentless endeavor to be ever better in the ideas we bring to the world, in the opportunities we offer our students, and in our commitment to inclusiveness.

Brochure cover. See sharper.
Brochure interior. See sharper.
Do more with numbers than crunch them. Brochure spread.
Brochure spread. Portraits of business people.
Brochure spread with charts and statistics, too small to read.
Photo of two women studying in a coffee shop.

Four guiding principles

Seek clarity.
Invest in relationships.
Embrace diversity.
Make an impact.

A new level of clarity, text on a tee shirt.
See yourself grow.
See the story more clearly.
See. Text treatment.
Clarity. Type treatment.