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BIG12 Brand Evolution

System Re-brand
Design Direction
Translation, Client Relations
Steve Horn, Creative Direction
Jason Nuttall, Design Direction
Andrew Boudreau, Motion Design

As one of the largest and growing collegiate sports conferences in the nation, Big12 saw an opportunity to reframe their brand visuals from the simple insight that no matter the sport student athletes take pride in the company the conference keeps.

We worked to develop a suite system that would break out the Big12's brand mark integrated with all 16 sports they host. Allowing schools and students to uniquely identify with the conference while also showing their passion for specific sports.

The system thinks of sports equipment or athletes crossing over the surface of the XII mark creating an "X-ray" effect. Seamlessly creating 16 unique brand marks, along with active directional elements to expand usable elements for more diverse media content.

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