Bayes Business School - 2025
MBA Creative Toolkit
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To support the launch of the Bayes brand and ongoing promotion the Bayes’ MBA programmes, I led the development of the MBA Creative Toolkit, a campaign-specific creative system designed to stand out in a crowded global MBA market while remaining tightly connected to the core Bayes brand.
Building on the overarching brand idea Always learning, the campaign evolved this into Always > progressing, a flexible positioning rather than a fixed strapline. This approach allowed the campaign to adapt its message to different audiences, markets and stages of the funnel, while maintaining a clear sense of forward momentum and consistency across all communications.
The toolkit brought together tone of voice, messaging, typography, colour, layout and motion into a clear, practical framework. Copy-led by design, it used short, energetic headlines, often grounded in real alumni outcomes, to provide proof and credibility, supported by a distinctive visual language built around the progress arrow. Derived from the core Bayes corner bracket, the arrow became a dynamic symbol of movement, ambition and change, helping the campaign feel both familiar and fresh.
Designed as a working creative tool rather than a static set of rules, the toolkit enables teams to confidently create on-brand work across social, digital, video, print and presentation materials. It balances clarity with flexibility, ensuring global consistency while giving creatives the freedom to adapt, localise and experiment.
The result is a scalable campaign system that reinforces Bayes’ position as a school built for real careers, real futures and demonstrates my approach to building creative platforms that travel, support teams, and deliver impact across multiple channels and markets.
