How we created a memorable Business School brand that stands out in a world full of business clichés.

Collaborating with Aston Business School (ABS), we helped to shape a bold new proposition and create a campaign that positions them as the home of an inclusive, entrepreneurial and transformational business education that empowers students to shape what comes next.

Brief

ABS wanted an engaging new brand inspired by Aston’s student value proposition, ‘University Will Never Be The Same Again’ – but built around the ambitions and motivations of its own audiences. Together, we set out to create something that felt distinctly ABS. A compelling brand narrative. Bold new creative. Simple, inspiring messaging. A campaign that looks and sounds a world apart from traditional Business School marketing.

Solution

The world of business is changing fast. AI. Rapid innovation. Global uncertainty. Environmental priorities. Today’s students don’t just want to get ready for the future. They want to help shape it.
ABS gives them the learning, experiences, opportunities and mindset to do exactly that and thrive on change at extraordinary speed. They can become flexible, ambitious and entrepreneurial leaders capable of leading what comes next. That thinking inspired the proposition and new strapline – The Future, Powered By You.
This puts students at the centre of their own transformation and makes them the driving force behind the future of business. We turned this spirit into a complete creative platform with a brand manifesto, powerful narrative, writing principles and an extensive messaging matrix, spanning different audiences, courses and stages of the student journey. Headlines were simple, confident and aspirational. Less Business School jargon. More attitude. More ambition. More reasons to believe that ABS can prepare you for a rapidly changing world.
We also provided a new visual energy that gives the campaign a bold and confident look. Students sit at the heart of the creative, framed with a distinctive glowing triangle that creates energy, movement and a sense of transformation. Bold. Edgy. Unmistakably ABS. The identity connects strongly with the wider University brand whilst giving ABS a distinctive visual world of their own.

Results

“Waterfall understood what we wanted to achieve with Aston Business School from the outset. They took ‘The Future, Powered By You’ and turned it into creative that feels distinctive, ambitious and true to the School. The work gives us a clear, flexible platform to speak to prospective students across channels, while keeping their ambitions at the heart of the story. And the results speak for themselves!”

Charlotte Rock, Head of Paid Media and Campaigns, Aston University