While working at Weber Shandwick, our digital team collaborated with Harvard Business School's Executive Education program to overhaul 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. The system was created with four communication goals in mind:

Sharing Faculty Insights
Our team adjusted the existing 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 pique interest in potential students.

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

Showcasing Student Testimonials
The Executive Education students are passionate about the program and excellent communicators. Many of the existing testimonial posts on the HBS channels were text heavy, so we developed guidelines for creating shareable content that would drive users to the school’s website.

Sharing Program Announcements
Using bold visuals to announce guest speakers, application deadlines and events. With several programs that fall under the Executive Education program, we needed to create a visual tag that cleared up any confusion about which announcements belonged to each program.

All photography provided by Harvard Business School