The Challenge
In March 2022, the St. Peter’s University Peacocks men’s basketball team completed the greatest Cinderella run in tournament history. The international spotlight shined bright, momentum was building, and the world wanted to know more. Yes& Lipman Hearne’s challenge was to harness that momentum into a university rebranding effort that distanced itself from the “scrappy underdog” perception to something more accurate.
The Impact
What St. Peter’s needed was a brand story. A big idea that reflects the people that make this university special: When Peacocks fly, they lift up everybody. Our foundational brand work and the urban campus location inspired the campaign: The world needs more Peacocks. Like the culture at St. Peter’s, the visual design is student-centered, highlighting the spark, strength, and diversity of individual Peacocks.
Project components
- Creative concept
- Campaign Identity
- Campaign brand guide
- Brand narrative
- Messaging
- Original photography
- Original video/broadcast
- Radio
