IRVING, TEXAS | August 26, 2024 – The Big 12 Conference has unveiled its latest “What’s Next” campaign, marking another important moment in the conference’s evolution.. The campaign was unveiled by Commissioner Brett Yormark at the 2024 Football Media Day in Las Vegas last month. It celebrates the conference’s expansion to 16 teams and also introduces a new look that is part of the Big 12’s brand refresh and symbolizes the conference’s growth. The brand anthem is sung by the Grammy-nominated duo and UnitedMasters artists, Earth passage. Earthgang joins the Big 12’s growing connection to contemporary culture and looks to the future.
View campaign HERE.
The brand anthem unifies the conference and showcases the expanded regional, athletic and cultural presence of Big 12. This is the first time that all 16 institutions of the conference will be celebrated together as part of the campaign, including new members — Arizona, Arizona State, Utah and Colorado. “What’s Next.” – turning a question into a statement – is a bold statement of the Big 12’s identity and purpose and demonstrates the Big 12’s confidence to chart a course forward and embrace the future.
“Our ‘What’s Next’ campaign in partnership with Translation will continue to establish the Big 12 as an innovative brand that goes beyond traditional college sports,” said Big 12 Commissioner Brett Yormark. “This enhanced look for the Big 12 Conference will resonate across the country as we continue to grow as a conference with 16 iconic institutions.”
The new campaign also unveiled further re-alignment efforts by the conference, introducing new logo designs and branding elements for the conference. The conference has developed a secondary, sport-specific logo system that encompasses 18 sports and its 16 member institutions. This updated branding will continue to roll out throughout the year. The latest design system features an updated color palette that incorporates each school to increase brand equity and reflect the evolving identity of the conference.
Click here to view the new secondary logo system for Big 12 sports.
This is the second brand campaign that has gone live in collaboration with Translation, the Big 12’s official creative partner. In October 2022, Translation was hired to modernize the conference, and with this new campaign, they continue to help bridge the gap between the growing conference and its diverse community. They are redefining what it means to be a college conference for today’s athletes by celebrating students and fans during this new tradition. This latest social campaign reinforces the Big 12’s role as a trailblazer in the college sports landscape and shows that they have always been bigger than 12.
“Our collaboration with the Big 12 has been transformative, allowing us to capture the conference’s spirit of innovation and evolving identity in college sports. This campaign celebrates the students, fans and new traditions and reinforces the Big 12’s position as a leader in college sports. As we continue to modernize the Big 12 and bridge the gap between the growing conference and its diverse community, we are excited to showcase how they are redefining the college experience,” said CEO and Founder of Translation Steve Stoute.
ABOUT BIG 12
The Big 12 Conference is comprised of 16 universities – Arizona, Arizona State, Baylor, BYU, UCF, Cincinnati, Colorado, Houston, Iowa State, Kansas, Kansas State, Oklahoma State, TCU, Texas Tech, Utah and West Virginia. The Big 12 is an NCAA Division I intercollegiate athletic conference spanning ten states and four time zones. Since its 29th year, the conference has produced over 780 Academic All-America nods and won national championship titles in 20 of its 23 sponsored sports. Its student-athletes and teams have combined to capture 764 individual national championship titles and 87 NCAA team national championship titles. Nearly 5,000 student-athletes from across the United States and the world compete annually under the Big 12 banner. For more information, visit Big12Sports.com. Follow the conference on Facebook (Facebook.com/Big12), Twitter (@Big12Conference), Instagram (Instagram.com/big12conference/) and YouTube (YouTube.com/Big12Conference).
ABOUT THE TRANSLATION
Translation is the world’s most influential, independent cultural impact creative solutions company. For two decades, we’ve helped ambitious brands harness the power of contemporary culture to solve their biggest challenges by identifying, activating and scaling cultural insights. We’re a unique blend of culture, technology and storytelling experts, rethinking how brands and artists tell their stories, create value and advance culture. For more information, visit translationllc.com. Follow us on Instagram (@wearetranslation).
Media contacts:
translation
Shanice Graves
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Big 12 Conference
Matt Ensor
[email protected]
