My goal was to create a single unified branding package to bring together both our Recruiting and Main Football Brands to increase our overall engagement and direct our content into a new social-forward and concentrated direction. The aim was to both increase the overall brand presence and increase monetization opportunities on digital for both the program and individual players with the dawn of NIL (Name, Image, Likeness).

Visually, my aim was to create unique creative assets that were both eye-catching to stand out on our platforms and also adaptable to all of our digital and marketing needs. I made a strong emphasis to show off our unique qualities such as our beautiful historic campus/the Bay Area as a whole, large lineage of successful NFL players, as well as shape where the program was headed in the future with the current team. 

I began establishing the new branding in the Summer during the offseason by focusing on Alumni, current relevant and trending events on social events, and Historical Content before the team arrived back on Campus. 

ProBears Alumni Birthday - Keenan Allen

Draft Stories - Aaron Rodgers

Draft Stories - Cameron Jordan

Alumni Mixtapes

Golden Legacy - NFL Draft Hype

Pro Day Recap

As we got closer to the players arriving, I transitioned to more player-centric content to help the current players grow their personal brands through NIL, build fan hype for the season, and capitalize on each monetization opportunity that came along with that for the program and the players.

Top Shot Tuesday - Weekly Video Series Showcasing Our Large Library Of Unused Photos For Each Player

Current Player Mixtape

Recruiting Hype

Giving Our Players The Platform To Speak On Topics They Care About

Daily Team Coverage

Game Day Content Package

The goal was to create dynamic content covering every aspect of Game Day that could be quickly branded and turned around in the live game window so fans could follow along play by play on our digital platforms. This also included creating content throughout the entire week leading up to the game to build hype even more for Game Day. There were base looks created for both Home and Away Games so that we could keep the content as fresh as possible over the entire season, while still staying on brand.