By Akin Duyar|Last Updated: 31. October 2025|Categories: References|

Relauching of the Berlin School of Creative Leadership

The Berlin School of Creative Leadership was the global benchmark for executive education in the creative industries. When the pandemic forced all on-site programs online, engagement dropped sharply and the school faced a moment of reinvention.

From 2023 until Summer 2024, we served as their full-service marketing agency. Our CEO, Akin Duyar, took over the role of the COO/CMO of the School during that time.

Challenge

Relaunch the Executive MBA with a more flexible, hybrid learning model, and rebuild engagement within a fragmented creative community. The Berlin School needed a renewed narrative and design system that could capture both the rigor of academic learning and the inspiration of creative practice.

Co-Creative Approach

We involved the global alumni network to rediscover what made the Berlin School unique.

Global co-creation sessions: decoding the emotional DNA of the experience
In-depth interviews: revealing unmet needs and new expectations
Core insight “The People”: the true value was the community, the people, the energy, the sense of belonging

Our Solution: Great Leaders Are Creative

We reimagined the brand and experience to reconnect with creative leaders worldwide.

Brand strategy: built on community, creativity, and transformation
Positioning statement: Great Leaders Are Creative
Visionary Voices: a creative leadership series connecting alumni and global pioneers through storytelling and shared inspiration
Marketing activation: across digital performance marketing, social media, LinkedIn thought leadership, newsletters, and online recruitment events