The marketing director at Business School Lausanne, in Switzerland, discovered our Hampshire website and asked me how their generic homepage could have the cogency of ours. I explained that they needed to start with messaging, and proposed that I lead them in the process, pro bono. I wrote this brief over two weekends based solely on background materials I found on their site, buried layers deep. “Who you are, what you stand for, and what you aspire to do are all there,” I said, “but hidden.” I surfaced those qualities and immediately we had text and images organic to Lausanne that could reach the hearts and heads of their stakeholders. We also had a trove of key words so now the school could be readily found in web searches.