PROBLEM: Reframed EU Business School’s brand from distant aspiration to immediate entry point.
ACTION: Institutional tagline adopted across all materials.
RESULT: Supported acquisition and cross-network replication.

CASE:
#StartHere was developed as the primary institutional tagline during the 2016 rebrand of European University into EU Business School.

At the time, the brand framed success as a distant outcome. Alumni narratives focused almost exclusively on high-level executives who had studied decades earlier. While aspirational, this positioning created distance for prospective and current students, particularly those at the beginning of their careers.

The strategic shift was to reorient the brand around immediacy and identification. Audience insight showed that students were more motivated by examples that reflected where they were now, not where they might be years down the line. As EU Business School expanded its programs and professional certificates, the brand also needed a positioning flexible enough to speak to multiple entry points.

#StartHere became that anchor.

Still deployed across all corporate branded materials 10 years later, the tag works deliberately alongside, and in contrast to, the institutional logo. Where the logo signals legacy and authority, #StartHere introduces accessibility, momentum and relevance at the decision point.

The positioning reframed the institution as the beginning of many trajectories: starting a career in business, building professional networks, leveling up existing experience or laying the groundwork for future leadership. Rather than pointing to a distant end point, the brand claimed relevance in the present.