University of Virginia: Darden School of Business

University of Virginia: Darden School of Business

Emerge fearless: A vibrant picture of a hands-on business education.

The Challenge

The Darden School of Business does things differently, and the old site didn’t allow its distinctive advantages to shine. Darden trains its students with a uniquely hands-on, collaborative approach—the Case Method—that gives graduates an immediate competitive edge. That benefit needed to be the primary focus, so that Darden’s target audiences—especially prospective students hungry for practical information—could be informed and inspired by a window into the school’s academic community and global impact.

The Solution

To give the Case Method the star treatment and thorough explanation it deserved, we prioritized the classroom experience through visually striking, multimedia storytelling. In engaging videos, students explain their collaborative work with professors. Faculty interests come alive with up-close profiles and editorial photography. An interactive map demonstrates the school’s reach around the world. To ensure a clean, consistent interface, we streamlined the site’s navigation so that both prospective students and current members of the community can find what they need quickly and intuitively. Throughout, we ensured that Darden’s distinguished history and transformational methods are the DNA of every piece of content.

The Result

Darden didn’t want to look or sound like every other business school, and they now transcend the genre with an online experience as dynamic as the education it represents. Through the site, interested students get a real taste of Darden life even before they apply, and witness the reasons that recruiters place Darden graduates with such confidence. As we worked with the Darden team on the relaunch, we kept coming back to what we heard from those recruiters: that its students hit the ground running and “emerge fearless.” That now describes the user experience as well as the upper hand Darden delivers.