Entrepreneurship is more than a start-up, it's a mindset for successful business people at all levels. As the leader in entrepreneurial education, Babson needed to expand people's conceptions.
We created a site asking people to define the word themselves. Definitions poured in from 147 countries and all 50 states with great insights and diverse perspectives. As the campaign continued, we repurposed those definitions in new and creative ways and reminded people that they can define their own paths.
responsibilities: art direction, creative direction