Helping the Leaders and Best become more focused, more disciplined, and fully activated.
U-M Athletics is one of the most iconic brands in the world. With great recognition comes great responsibility. In order to unleash its power, it must be defined. Documented. And fully adopted by every constituency.
We engaged with everyone. Staff. Coaches. Fans. Alumni. Student-athletes. Donors. The greater university community. The non-affiliated public.
What we found was greater than passion — it was a tribe. It was a shared philosophy. And a grand opportunity.
Surveys. Focus groups. Workshops.
We created the never-wavering
values that defined them.
We created the rules that both confined them and allowed them new freedom.
We worked alongside Nike to define
the uniform experience.
Through education and workshops, we instilled and imparted.
The result? A consistent, emotional, sustainable brand experience.
But we didn’t stop there. We built a campaign that raised more than $350 million to create their new home.