The CIB website had to meet three major objectives: have a clear commercial vision, communicate its unique positioning, and generate engagement with its target. Access to the programmes, information requests and the admissions process were approached as if it were a digital-native brand. And, to underscore what sets the CIB's programme apart, we made a great effort to explain the methodology. Finally, turning to alumni who studied under its founders, we presented a set of people sharing their stories. A unique website for a unique cooking school.