Boston University School of Law

Turning strategies into action

Each year, more than 50,000 aspiring lawyers take the LSAT exam and apply to law schools with the hopes of landing a seat in a top law school. And law schools vie for top recruits—those with the highest LSAT scores, the best grades and the richest life experience. From both sides, it’s ultra-competitive.

Boston University School of Law ranks in the top 25 law schools in the nation, according to U.S. News & World Report. But the school’s positive attributes—especially its top-notch faculty—are hardly known to prospective students. We were assigned to rebrand the school and bring its marketing messages to life, starting with the J.D. catalog.

Our first step was to replace the school’s moniker, BUSL, with BU Law. We swapped out the school’s inconsistently used purple with the bright, bold and memorable red of Boston University.

We redesigned the J.D. catalog and Web site to feature prominent images and stories of students, faculty and alumni. Headlines herald the school’s key messages and play off the “B” in BU Law: “B inspired by scholars who love to teach.”

The message is clear: Forget about “The Paper Chase.” Learning at BU Law is both challenging and fun. And the school will help you achieve your dreams.