The environment of a university is increasingly moving into the digital era alongside the physical classroom. This circumstance not only changes the learning experience of students but also presents them with new challenges in terms of their work-life balance. So what does the image of a contemporary student look like? For the new visual language of the MBA program at the University of St.Gallen, students are not photographed in the usual university environment. Rather, they are pictured as should be expected from a progressive teaching institution: in the context of their daily lives.