Background: In 2006, the entire graduate business program suite at the Daniels College of Business was totally redesigned. At the center of the effort was a curriculum-within-a-curriculum called the Daniels Compass, required courses in virtually all the Daniels graduate programs. The Compass focuses on what could be called the new disciplines of business: sustainable development, innovation, values-based leadership, and self, team, and community awareness. Never before had Daniels had such an opportunity for a single point of differentiation. It was a very important opportunity. But the Compass was complex and needed a succinct story and brand message about what it delivers (as opposed to what it is). link to background page link to process page link to direct response overview page link to website redesign overview page link to sales materials overview page link to media relations page link to sub branding overview page link to results page link to team members page links to the Daniels College of Business Homepage links to the Daniels Compass web page