Project Overview:
The primary goal of this project was to generate excitement around the University of Southern California's inaugural season in the Big Ten Conference. We aimed to not only elevate the school's visibility in this prestigious conference but also to engage fans, drive ticket sales and boost attendance at games.
The creative concepting for the USC Big Ten Launch was a collaborative process involving marketing teams, leadership, and sport teams. Aligning all stakeholders was challenging, with marketing emphasizing a unified visual identity and leadership focusing on school pride. One concept featuring the Roman numeral X tied to the Trojan brand, but it was ultimately rejected due to concerns from the Big Ten Conference.
While not all initial concepts made it into the final design, the outcome closely aligned with our original vision. We blended USC's traditional colors with the bold Big Ten logo, using dramatic lighting to evoke excitement. The design emphasized simplicity, letting the Big Ten logo take center stage, with the athletic mission statement as the only background element to reinforce core values. The final design resonated with all stakeholders, balancing celebration with a commitment to excellence, and fostering unity as we prepared for USC's pivotal season in the Big Ten.
This campaign took over Los Angeles, with a widespread presence across both digital and traditional platforms, including billboards, wheatpaste posters, social media graphics, and email campaigns.
Outcome:
The USC Big Ten campaign launch generated an electrifying buzz across the city, with a seamless blend of digital and traditional media placements. From eye-catching billboards to engaging social media assets, the campaign created an undeniable presence that captured the city’s attention. The strategic blend of creative storytelling and bold visuals sparked excitement, driving fan engagement and contributing to the sell-out of several games. The campaign not only elevated USC’s brand visibility but also garnered widespread recognition for its innovative approach and impact.