Higher ed marketing is a sea of copy clichés, stock photos, and bombastic “We’re #1!” claims. We needed to make the Miami Herbert Business School brand as unique as the city itself. Through smart copycraft and thumb-stopping illustrations we created an innovative campaign that reflects Miami’s 1-of-1 global vibe. A campaign that acknowledges the city you’re in can be as impactful as the school itself - and shifts the focus from rankings alone to the holistic student experience.