Big 12

BRand Stewardship / AOR

Our boundary-pushing design work has fundamentally shifted public perception of the Big 12, transforming it from a standard regional athletic conference into a national lifestyle brand with deep cultural equity. By replacing traditional, generic corporate graphics with sleek, hip-hop-influenced visual ecosystems and modern, sport-specific secondary logos, we developed a distinct identity that stands out in a crowded media landscape. This visual evolution did more than just decorate the league's multi-million-dollar expansion; it actively legitimized the Big 12's new commercial narrative to recruits, corporate partners, and a younger generation of fans. By ensuring every digital backdrop, merchandise drop, and tentpole event felt like a premium entertainment experience, our design evolution provided the vital aesthetic backbone that turned abstract marketing taglines like "Greater Than Twelve" and "What's Next" into a highly visible, cohesive, and culturally influential reality.

Agency: Translation
Role: Group Design Director

Responsibilities: