CWRU Weatherhead School of Management

Overview

Weatherhead School of Management was ready for a complete reintroduction. Despite the prestige of Case Western Reserve University, the school lacked a unifying identity that communicated its true strengths — purpose-driven innovation, unpretentious excellence, and leadership that shapes real-world impact.

TWIST was selected to redefine how prospective students and employers perceive Weatherhead: not as another business school defined by rankings, but as The Leadership School — a place where leaders learn to navigate uncertainty, lead through change, and create meaningful impact across industries.

Goal

Reignite interest in graduate business education, clarify the value of a Weatherhead degree, eliminate misconceptions about affordability and access, strengthen enrollment across MBA and Specialized Master’s programs, and position Weatherhead as the home for purpose-driven, future-ready leaders.

Solution

TWIST helped Weatherhead uncover its most powerful differentiator: leadership defined by substance, not symbols. Through the Dare Greatly brand platform and The Weatherhead Effect storytelling system, the team built a unified identity that replaced outdated prestige messaging with a fearless, purpose-first narrative.

Every component — from editorial storytelling and alumni features to digital performance campaigns, campus installations, and B2B recruitment materials — reinforced one idea: Weatherhead is where leaders learn to lead through complexity, change, and uncertainty. The result was a clear, confident, elevated brand presence that aligned the school’s mission, programs, and enrollment experience.