London Business School: A new school of thought

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The challenge

Despite being ranked number one business school in Europe for five consecutive years, and its status as one of the world’s leading business schools. London Business School faces aggressive competition from traditional business schools and new entrants delivering learning programmes online. Alongside this, the brand identity lacked distinctiveness and the website had become dated and inconsistent in its use of the brand over time.

Our visionary thinking

To support London Business School’s future growth, we needed to deliver a much more compelling and coherent brand and digital experience for both B2C and B2B audiences. An experience that felt premium, dynamic and ownable. To achieve this, there were two main objectives; demonstrate the School’s point of difference, heritage and impact, and create an onsite experience able to educate, inform, engage and excite.

Our detailed doing 

 Rufus Leonard worked with the London Business School development team as part of a blended, co-located team delivery approach. To deliver maximum efficiency, we reskinned the wider London Business School website in parallel to rolling out the new brand identity. This was complemented by a redesign and rebuild of the Executive Education section, implemented on Sitecore and with greater functionality. To ensure the new Executive Education section made an impact it included over 40 components with a new search function powered by Coveo.

"Working hand-in-hand with Rufus Leonard to modernise our brand and optimise our digital experience has been fundamental in continuing to demonstrate the impact that London Business School has on the way the world does business. Together, we’ve created a brand experience that feels premium, dynamic and ownable. We are delighted to see a more consistent and compelling expression of the London Business School experience that builds on our rich academic heritage and the strength of our global community."

Julie Davidson


London Business School

Rufus Leonard

Ever since our founders, Neil and Darrel, started Rufus Leonard 29 years ago, we have been helping businesses create extraordinary experiences for their colleagues and their customers across all touchpoints. We do this with an engineering mindset, which means we’re both visionary thinkers and detailed doers. We believe this holistic approach is critical for success in an increasingly complex world. Our integrated offer enables us to design, build and fine-tune the engines of Extraordinary Brand Experience – Organisational Engagement, Brand Optimisation, Service Design & Build and Technology. Supporting brands like Lloyds Banking Group, British Gas, Reckitt Benckiser, Royal Mail, Stagecoach, BBC and Aggreko.

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