Founded by visionary politician and entrepreneur Baron Andre Vlerick in 1953, Belgian’s leading business school had a well celebrated maverick reputation to uphold. Over the years the brand and identity had dated badly and the true vibrancy and defining spirit of this school had been lost. We challenged the norm for business schools: no corporate green or blue to be found, or heritage shields and emblems with Latin inscriptions relevant for people from yesteryear. Instead a bright and forward looking identity set for the next generation of business leaders and entrepreneurs. We simply brought out the spirit of the school to make it relevant to the next generation of students.