Shedding Stereotypes

Associate deans and wellness staff at Kenan-Flagler's Undergraduate Business Program tasked my team with proposing a strategic rebranding plan. Acknowledging the questionable reputation of the business school on campus, characterized as “b-school snakes,” we aimed to address issues of elitism, inaccessibility, and competition.

 

We conducted primary research among UNC students, KF UBP students, and Chapel Hill-Carrboro community members to identify perception gaps. Our solution included an aspirational mission statement and a three-pronged action plan focused on internal collaboration, cross-campus synergy, and curricular equity. We realigned the program with student desires to reshape its perception on UNC's main campus. Following KF UBP brand guidelines, I designed a PowerPoint — visually echoing the transition involved in our proposed rebrand — to drive our points home.