The Big Ten Conference represents the biggest schools and the biggest athletes, playing on the biggest stage in front of the country’s most rabid fans. With a new network president, a new conference commissioner, and the emergence of competitive conference networks, the time was right for sharpening the Big Ten Network brand.
Troika began by looking at the brand from the inside-out, starting with research and insights. We conducted 140 employee surveys, 40 one-on-one intakes, and consumer research that culminated in a deep-dive findings report. What we learned from employees, stakeholders and fans is that the network needed to more closely align with the conference.
Digging into the visual identity, we began with a new evolution of the logo -the centerpiece of the identity- with B1G more prominently featured. To bring it all to life, we crafted the “This is B1G” campaign that announced the new era to fans.