Objective:

This post is part of my portfolio project on brand teardowns, where I decode how iconic Indian brands build cultural capital through storytelling, design, and strategy. This one features Mesa School of Business, India’s modern B-school reimagining management education for the startup era. The goal was to explore how Mesa blends startup energy, community culture, and design-first storytelling to position itself as the “anti-MBA”, proving that education can be aspirational without being traditional.

What I Focused On:

• Analyzing Mesa’s brand identity system, minimalist typography, bold layouts, and a color palette that signals creativity and confidence over corporatism.
• Understanding their tone of voice, how it humanizes B-school communication that’s usually rigid and elitist.
• Breaking down Mesa’s positioning strategy, which merges startup hustle with business education, appealing to doers, not just degree-chasers.
• Studying their digital storytelling, from alumni narratives to Instagram carousels that feel more like content drops than academic updates.
• Designing slides that echo Mesa’s clean, modern visual tone, aligning academic credibility with creative freshness.

Time Taken:

2–3 days (brand audit, positioning analysis, campaign ideation, and deck design)

Tools Used:

Canva, ChatGPT (for narrative structure and tone mapping)

Who Should Check This Out:

Marketers, brand builders, and education founders exploring how to position learning as lifestyle. Especially relevant for edtech, upskilling, and creative education brands that want to build authority without losing relatability. This teardown unpacks how Mesa turned “business school” into a cultural movement powered by ambition, aesthetics, and community.

Let’s Chat:

If you’re building a brand that wants to educate through culture, not curriculum, let’s talk about how to design learning experiences that feel like belonging, not schooling.