The Challenge
Sam Houston State’s move to Conference USA called for a complete rebrand to match the magnitude of the transition. The university needed a campaign that would unify fans, alumni, and recruits—while confidently asserting its presence in a more competitive conference.

‍

Our Approach
In partnership with Nine Nine Creative, we developed a comprehensive campaign from the ground up. From strategy to execution, we created a bold identity and narrative that positioned the Bearkats as ready for the national spotlight:

• Built a full campaign strategy from concept to delivery
• Developed a cohesive design system to guide all brand applications
• Created the “We Are One” campaign platform to rally the university community
• Produced a national TV spot highlighting the Bearkats’ story and future
• Delivered a powerful in-stadium entrance video to energize home crowds

‍

Key Deliverables

• Campaign strategy and creative direction
• National television commercial
• In-stadium entrance video
• Brand identity system
• “We Are One” messaging and rollout

‍

The Impact
The campaign generated major buzz across campus and beyond, with over 1 million national TV spot views. It gave Sam Houston State a confident, unified brand voice as it entered Conference USA—energizing fans and establishing a new visual DNA for the Bearkats.