CASE STUDY
Brand Strategy
Outdoor Industry MBA
Repositioning a niche graduate program for visibility, alignment, and long-term credibility. I led a strategic brand project that helped clarify OIMBA’s identity, defined a smart path forward in Western’s brand architecture, and provided long-term recommendations for industry engagement and communication strategy.
The Research
To build a relevant and lasting brand strategy for the Outdoor Industry MBA, I started by listening — to students, faculty, and the industry itself. But I didn’t stop there. I enrolled in the program myself to earn a graduate certificate, immersing fully in the student experience. I didn’t just research higher ed branding — I lived it. From survey data to firsthand insights, I gathered a complete view of the program’s internal and external challenges, uncovering where the gaps were and what students and stakeholders really needed.
Enrolling in the program gave me a firsthand view of the gaps, challenges, and opportunities that shaped this strategy.
The Optimization
This phase was about turning insights into action. I created diagrams, maps, and messaging frameworks to help visualize OIMBA’s opportunities. Using higher education brand models, I explored options for brand architecture, evaluated sub-branding risks, and mapped out a hybrid approach that allowed OIMBA to remain distinct while staying aligned with Western’s parent brand. These visual tools helped simplify complexity, clarify direction, and build a foundation for smarter communication and strategic growth.
I mapped the mess into something we could build from.
The Buy-In
A strategy only works if people believe in it. To move this forward, I created and delivered a detailed proposal that clearly outlined OIMBA’s brand challenges, strategic recommendations, and a path toward implementation. It wasn’t just a document — it was a tool to gain support, align decision-makers, and kickstart action. From there, I laid out a roadmap for internal communication, cross-team collaboration, and long-term brand stewardship — ensuring the work wouldn’t just be approved, but embraced.
You can’t build a brand people trust if the people behind it aren’t on the same page.
