We partnered with

Brand refinement for the original online MBA

After years ranking in the #1 spot of U.S. News & World Report’s “Best Online MBA” list, in 2022, IU Kelley found themselves in a more competitive environment and tied with 2 other institutions.

So, the Kelley Direct Online MBA partnered with Direct Development to refresh its brand identity and remind the world of its origins as the boldest degree in business.

In a sea of flexibility and customization, online MBAs are presented as an alternative to a full-time MBA. Yet, Kelley Direct has always believed that their online MBA should feel like a preference. Students learn with the best from the best, and that rigor, the relationships cemented in their cohorts, and the innovative in-house program management are just a few reasons why there’s no beating The Original Online MBA.

With an insight that bold, we helped Kelley Direct establish a creative identity that could match. And then some.

For the Kelley Direct Online MBA, rankings (theirs and their competitors) are a large factor in how success is measured. With the help of Direct Development, Kelley Direct has continued its commanding run and has started to outpace the competition again.

Direct Development brought a fresh perspective and an exceptional creative approach to our initial brand research project. Their partnership enabled IU Kelley to refine our messaging strategy, deepen our understanding of mindsets, and enhance our overall brand positioning.