Established entrepreneur Tom Golisano set out to launch an alternative business school in Rochester, New York—with the goal of enrolling the first class by 2024. To get there, the Golisano Institute needed to build a strong brand foundation, grow awareness, and clearly communicate what made the school different.

Traditional four-year programs are often packed with electives that feel disconnected from real-world goals. While general knowledge has its place, many students leave school with trivia knowledge. (I studied graphic design and somehow, I left college with far too many facts about ancient Greek civilizations—great for small talk, not so great for client pitches.)

The Golisano Institute recognized this gap and set out to build a program that was all business, all the time. Our task was to craft a brand and communication strategy that reflected a hands-on, career-focused learning environment—one that spoke directly to students hungry for relevant, real-world skills.