University of Michigan Athletics

Challenge / Objective

University of Michigan Athletics is one of the world’s most iconic sports brands. It’s a brand that requires constant evolution to match its scale and responsibility. The brand’s power was undeniable, but it lacked shared definition and alignment across its many audiences. The objective was to create a focused, disciplined foundation that everyone — staff, coaches, students, fans, and athletes — could rally behind.

Solution

Through deep engagement with coaches, student-athletes, alumni, donors, and fans, we uncovered a unifying philosophy and a true sense of camaraderie. We established core values, clear brand guidelines, and a disciplined framework that brought structure and new creative freedom.

Working alongside Nike, we also defined the uniform experience and activated the brand through education and workshops.

Result

A consistent, emotional, sustainable brand experience embraced across the entire athletics community and the University of Michigan faithful.

But we didn’t stop there. We also used the new brand foundation to build a campaign that raised more than $350 million for a new athletics campus.

Metrics

50

Stakeholder interviews

588

Student-athlete survey responses

5

Focus groups

5,000+

Online surveys completed