Hilary Braun
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Harvard Business School Executive Education

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ROLE: ART DIRECTION & DESIGN

While working at Weber Shandwick, our digital team collaborated with Harvard Business School's Executive Education program to revitalize their voice and visuals on social media. My challenge was to create a flexible design system that could work across social media platforms, and be implemented by the design team at Harvard.

All photography provided by Harvard Business School

 

COLLABORATORS

Copy: Brooke Tarnoff
SOCIAL STRATEGY: Shaun Campos

 
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Sharing Faculty Insights
Our team adjusted the tone of voice used on social so that it was approachable, while still remaining elevated. We encouraged staff to highlight engaging talking points from program leaders to showcase the dynamic curriculum, and to pique interest in the diverse set of potential students they were targeting.

 
 
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Life at Harvard Business School
We endeavored to bring the student experience to life by sharing posts about the classroom experience, the living experience and the peer relationships.

 
 
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Student Testimonials
The Executive Education students were passionate about the program and eloquent speakers. Many of the existing testimonial posts on their channel were text heavy, so we helped develop guidelines for creating shareable content that would entice viewers to read more via links in the post copy.

 
 
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Program Announcements
Using bold visuals to announce guest speakers, application deadlines and events with the flexibility to be program specific by adding a simple tag.