London Business School revamps website with Rufus Leonard

17 January 2005

London Business School, one of the world's top business schools, unveiled its new online brand identity this week, with the launch of its new website, created by leading brand and digital media consultancy Rufus Leonard.

The new site is the final stage in a brand refresh undertaken by London Business School in the first half of 2004. Rufus Leonard was charged with bringing the website in line with the new identity, whilst also ensuring that it reflects the breadth and depth of the School's offer. The result is a site that is more informative, accessible and user-friendly for its core audience of prospective students, executives, corporates and recruiters. It also captures more effectively the advantages offered by the School's prime location in Central London, and its emphasis on developing graduates with a global business perspective.

The design and structure of the new site were developed after extensive consultation with internal stakeholders and external audiences. Working closely with the School's communications and IT teams, Rufus Leonard developed new designs, advised on the selection of a new content management system, supported an internal build team, and then put together guidelines for the online identity. Special attention was paid to ensuring the new site is both accessible and easy to use - initial testing amongst potential user groups suggests that significant improvements have been made in these areas.

David Lane, Director of Communications at London Business School said:
'We selected Rufus Leonard because of the company's combination of brand and digital experience, and its track record in developing compelling online brand experiences. We are delighted with the end result, which will undoubtedly lead to a much better experience of our brand online.'

 Andrew Pinkess, Client Partner at Rufus Leonard, said:
'London Business School needed an online presence which reflected its position as one of the top academic organisations in the world. It also needed a really practical tool to support its international student recruitment effort, and commercial partnership programme. Our strength in digital branding enabled us to create a site that is world class and we are delighted with the results.'