Toward the end of the summer we will be rolling out two major marketing and communications initiatives that have been in development for more than a year. The first is a brand-new look and feel for the school. The second is the launch of our new SHA website. We can’t wait to share them with you.
Our new brand identity reflects our positioning not only as a world-class business school grounded in the hospitality industry, but as The World’s Most Adventurous Business School. Like hospitality itself, our alumni and students are everywhere in the world, but being adventurous means more than being everywhere.
To us it means being uncommonly ambitious, confident, knowledgeable, skilled, enthusiastic, focused, other-centered, imaginative, inquisitive, and world-embracing. Our faculty, students, and alumni are all of these things—and then some—and SHA is famed for offering the very best hospitality-focused business education in the world.
Just as rebranding the school will give us powerful new ways to express these ideas, our new website will enable us to express them to a far wider audience around the world. It will also allow us to direct them more effectively to our key target audiences.
The website is undergoing much more than cosmetic changes—it is being fully reimagined. Its contents will be streamlined, fully updated, and standardized, making navigation more intuitive and searching easier. Guided by our new branding specifications, it will be visually engaging, informative, and beautiful. It will provide a wonderful web destination where we can share compelling stories on a regular basis in the form of video profiles, blog posts, spotlights, and more.
Rebranding involves much more than the website. It touches every kind of event collateral—banner stands, programs, nametags, pens, tee shirts—you name it! It includes every kind of template and signage, from presentations and emails to business cards and the brand expression on the Statler Hotel vans. In other words, it includes everything that carries the SHA name.
But we will also be showcasing our brand in purely conceptual ways, as we do with Hotelie magazine. Along with telling great stories in print and on our new website, we will be exploring new ways to convey our brand visually through the endlessly expressive medium of photography. The photos included here provide just a few glimpses of the ways we intend to show what it means to be a part of The World’s Most Adventurous Business School. There is so much more to come!