Q began working with the University of Michigan Business School in 2002 when we were selected to develop a new brochure for prospective graduate students. As one of the top masters of business administration (MBA) programs in the nation, the School constantly competes for exceptional students. Q interviewed recent graduates, analyzed the competition, and created an MBA brochure that broke through the conventional formats that most business schools use in their recruiting materials.

The MBA brochure was so well received by internal and external audiences that Q was asked to create a new graphic identity for the School. Unlike the previous brand, the new mark leveraged the University of Michigan brand and established a consistent and, most importantly, an appropriate image across all media. Q developed identity standards and created an interactive presentation that Robert J. Dolan, Dean of the University of Michigan Business, used to introduce the new brand.

Two years later, when the school received a $100-million gift, Q was selected to update the identity with its new name: Stephen M. Ross School of Business.