Branding  |  Collateral  |  Design  |  Identity

When Metropolitan State University of Denver was ready to open a new downtown Denver sports venue and rebrand its champion NCAA Division II athletics program, they called on Betterweather to develop an athletics identity that was “more fight, less flight.” After all, roadrunners are known for their tenacity and running speed—not flying!

The identity had to be distinctive among NCAA teams, relate to the university brand, have a pro-sports look and feel, and be scalable across mediums and contexts—everything from digital media, to signs and banners, ads, print collateral, uniforms and merchandise. It also needed commercial appeal, as the university intended to introduce a revenue-generating licensed product line. What we created is an identity that accomplishes all of those goals.