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rebrand case study :
PENN ATHLETICS
teamup Consulting Limitedwww.teamupco.com Fred Popp Sharlene SonesLONDON BOSTON+44 (0)7889-718179 +1 (386) [email protected] [email protected]
With over 20 years of experience, teamup ispart of the sports branding conversationeverywhere it’s happening. Across the world,our clients are evolving their businesses, placing the fan at the core of all they do.
Ask any one of the hundreds of clients we’veimpacted by winning customers, transformingorganisations, and achieving best-in-class.What challenges face your organisation?
WE BUILD HIGH PERFORMANCE BRANDS
building high performance © 2016 All Rights Reserved
high performance brandingHow we operationalized the PENN brand
evaluate ideate activatebrief
journeys
ecosystem
alignment
business
industry
experience
customer
visual identity
voice & tone
portfolio management
contextual design
synthesise
positioning
architecture
purpose attributes
02 03
PENN Athletics now has it’s own unique, defensible and authentic story. It provides the context for the value of PENN Athletics to the broader University community.
Consequently, they’ve united their division,scholars and staff in an understandingof the PENN brand, bringing everyone together within a common sense of purpose.
PENN’s Story
building high performance © 2016 All Rights Reserved
04 05
We initiated a deep-dive beyond the brand identity to clarify the fundamental values and meaning behind the PENN brand
building high performance © 2016 All Rights Reserved
06 07
We needed to uncover the underlying ethos of PENN in order to provide the Division with a platform that serves everyone from staff to coaches to the athletes, themselves, by providing them with a litmus test and core focus for why we pursue sport in the way we do
building high performance © 2016 All Rights Reserved
"The Teamup group was inspiring to work with, and meticulous in the way they researched the PENN brand, thoughtfully involving various constituents throughout the process." Dr. Grace Calhoun, Director of Athletics and Recreation.
08 09
Champion Your Life is about celebrating the spirit that resonates all across campus for the pursuit of excellence. Providing the context for — and celebrating — what makes Penn unique. A rally cry that resonates not just with the athletes, but with the entire community
building high performance © 2016 All Rights Reserved
"This Campaign becomes a way to showcase that belief in a deeply human and relevant way. There isn’t a more fitting story to wrap the PENN brand around than one that explores the motivations that fuel the will to win."Roger Reina Senior Associate Athletic Director, External Affairs
10 11
OUR WORK WITH PENNTEAMUP IS THRILLED TO HAVE PLAYED A PART IN HELPING PENN CAST A LARGER STORY THAT UNIFIES AND BRINGS-TO-LIFE THE VISION FOR PENN ATHLETICS. THE CHAMPION FOR LIFE CAMPAIGN CREATES SPIRIT THROUGH A MOTIVATING AND ENGAGING RALLY CRY THAT RESONATES
WITH ALL CONSTITUENTS ACROSS CAMPUS.
building high performance © 2016 All Rights Reserved
