Sam Houston State University

Establishing a unifying brand DNA for the Bearkats rebrand from WAC to Conference USA

Sam Houston University football players in locker room during video production shoot


In the ever-evolving landscape of collegiate athletics, Sam Houston State University joined the highly competitive Conference USA. This strategic move demanded a complete overhaul of their branding and promotional efforts to capture the essence of this new chapter. To achieve this ambitious goal, we recognized the need for a design package to encapsulate the Sam Houston State identity and set the stage for an ownable campaign to engage fans, alums, and recruits.

In a strategic collaboration with Nine Nine Creative, we empowered the Sam Houston State University Bearkats as they transitioned into Conference USA. Our involvement in this transformative project ranged from initial conceptualization to crafting a comprehensive campaign strategy, including the development of a design package to the creation of a national TV spot and in-stadium entrance video.

The cornerstone of our collaboration was the creation of a comprehensive design package, crafted to ensure that every aspect of the Bearkats' new identity was thoughtfully considered to establish a cohesive and visually appealing brand that would resonate with the university's diverse audience while setting the stage for a powerful campaign.

We designed a dynamic in-stadium entrance video to create an immersive experience for fans attending Bearkats' games. This video served as an electrifying introduction to the game, blending the rich history and tradition of Sam Houston State with the promise of a new era in Conference USA. The video was a seamless fusion of storytelling, emotion, and electrifying visuals, ensuring that fans felt a deep connection to the team when they stepped into the stadium.

A compelling national TV spot was central to the campaign's success, and the spot we developed was a visually stunning and emotionally resonant video highlighting the Bearkats' journey, relentless pursuit of excellence, and determination to make their mark in Conference USA. The "We Are One" TV spot became a rallying cry that ignited excitement among the university community and ensured that the buzz surrounding the Bearkats remained high.


  • Branding + Identity
  • Broadcast Production
  • Campaign Strategy
  • Content Strategy
  • Creative Direction and Development
  • Marketing Campaign
  • Motion Post Production
  • Sound Design
  • Strategy
  • Video Production


2 Months
2 Months

Overall Project Timeline

1 Week
1 Week

National TV Spot Timeline

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