Picture Day

Business schools create unconventional portraits of students and alumni to brand and market their institutions.

BUSINESS SCHOOLS ARE in the business of educating people to be leaders, so most institutions prominently feature current students and successful alumni in their marketing materials. Whether the portraits are aimed at prospective students or existing business partners, schools use the images to show that their programs inspire real people to pursue meaningful careers.

But in an industry where most competitors are using similar marketing tactics, how can a school make its materials stand out? Recently, BizEd talked with representatives from three business schools that have created distinctive, memorable school portraits that capture the spirits of their subjects—and of the institutions themselves.


MARKETING THE UNCONVENTIONAL STUDENT
The Mendoza College of Business uses a fun series of portraits to demonstrate the range and depth of its student body.


CREATING AN AUTHENTIC BRAND
The University of Toronto Scarborough designs a portrait series that invites students to show their true selves.


COMMITTING TO TOMORROW’S LEADERS
Successful alumni from HEC Paris participate in a photo campaign that asks how business leaders can change the world.


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