Lahore University of Management Sciences (LUMS) is a leading university in Pakistan with a strong track record of achievement and ambitious plans for the future. Since its inception in 1985, LUMS has sought to accomplish its mission to be a world-class institution with cutting-edge research, a modern and rigorous curriculum, and socially responsible outreach to the nation and region. In 2019 I visited with LUMS to consult on their branding and marketing initiatives. Over the course of the week we both learned so much and identified many opportunities to improve the brand to accurately reflected the university. With almost 400,000 page views monthly we determined the website as the most impactful change. Over the course of many months I worked with the Marketing and Advancement team to reinvent the information architecture, design and user experience across the site. The strategy was simple - make it easy for users despite their device. I redesigned the entire site and subsequent sub-domains and redesigned a number of processes to work better and more efficiently for both the university and the end user. Since the relaunch of their new site LUMS has increased ~50 spots in QS Global World Rankings 2021.