Client: The Big 12 Conference | Agency: Translation | Role: Group Creative Director
The Big 12 is at an inflection point. Two iconic institutions – Texas and Oklahoma – are entering their final year in the league, and four new schools – BYU, Houston, Central Florida, and Cincinnati – are joining for their inaugural season.
But as the landscape for college sports continues to shift on a near-daily basis, one thing has remained clear throughout the conference’s storied history.
No matter who’s coming or going, they’ve always been greater than twelve.
The relaunch of the brand also coincided with a refresh of the league’s visual identity.
The new look and feel of the brand rolled out in many ways. From a full takeover at Football Media Days (where our anthem film launched on the jumbotron of the “Jerry Dome”) to school-specific design toolkits to a summer hoops activation at world-famous Rucker Park.
Every football game this season also commences with a coin toss featuring a commemorative coin we designed featuring our rallying cry GREATER THAN 12.
The statement has come to mean even more: since our launch, the Big 12 added four more institutions – Colorado, Arizona, Arizona State, and Utah – joining the conference next season.
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AdAge, Sports Business Journal, Sports Illustrated, and many more
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Agency: Jason Campbell, Mina Mikhael, Karan Raikar, Kevin Lu, Jen Wang, Deirdre Hering, and many more
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