RICE ATHLETICS
SERVICES
Logo Design
Motion Design
Copywriting
Signage
Graphic Design Production
Video Production
TIMEFRAME
11/2022 - 7/2023
RECOGNITION
Lone Star Emmy Nominated
Category: Brand Campaign
LONE STAR EMMY NOMINATED
LONE STAR EMMY NOMINATED
“ASCEND TOGETHER”
The Rice campaign, "Ascend Together," was created to rally student-athletes, fans, and alumni to unite in unwavering support of the Owls' new journey to the American Athletic Conference, channeling the true spirit of Rice Fight Never Dies.
Rally Department created a powerful call to arms across multiple touchpoints, igniting a collective force that inspired Owl fans towards greater heights and uniting the realms of both academia and athletics to come together and celebrate a massive moment as one.
Nestled in the vibrant heart of Houston, Texas, Rice University has long been celebrated for its academic excellence rather than its athletic achievements. To elevate their athletic programs, Rice University gained entrance to the American Athletic Conference. The slogan “Ascend Together” was chosen to represent this introduction.
This exhilarating promotion needed to ignite a renewed spirit within student-athletes and alumni alike, and fuel a passionate wave of fan and donor support for the Owls' journey towards greater competition and achievements. Rice needed a creative partner to make them feel bigger and more competitive, and show they were ready for this new opportunity.
THE CHALLENGE
To change perception of Rice athletics in an artistic approach, we chose to collaborate with noted Creative Writing Professor and MacArthur Fellow Keise Laymon to write a manifesto for the campaign. This allowed us to tie together academics and athletics of Rice in an authentic and collaborative way.
The captivating script called upon greatness, showcasing the vibrant synergy between intellect and athleticism. The video showcases fast cuts, intense music, and a spirited feeling of unity.
The campaign visuals featured the student-athletes themselves, with strong messaging from the video script. A mural on campus was also designed to add another touchpoint around campus.