are the sports team for Northland Community & Technical College. We designed their new visual identity system.
Northland contacted us to update the visual brand for their athletics program - the Pioneers. Before jumping into design we explored if they should keep the name or not. The outdated settler interpretation of a pioneer from the past didn't resonate with students & faculty and was not inclusive to race or gender.
In order to keep the name, we needed to redefine what a pioneer is. We set out to reimagine the old settler pioneer into something that was more innovate, inclusive, and forward-thinking – an astronaut, the space pioneer. We also wanted to create a solution that would fix the consistency problems from the past. (see FIG. 1.0 below)
To help increase engagement and excitement for sporting events we created a slogan for the Pioneers. The new slogan, "We Are Go" is a shortened version of the phrase "We are go for take off" used for space flight launches. This helps further build the new meaning behind the Pioneers space direction and gives fans a phrase to chant and student athletes a phrase to embrace.
We also have been collaborating with the Northland team to produce new products for the bookstore. The new visual identity allows the college to sell the academics brand and athletics brand in a cohesive set with allowing flexibility and expression.
- Brand Strategy
- Discovery & Research
- Identity System Design
- Brand Guidelines
- Uniform & Jersey Design
- Merchandise Design
- Brand Campaign
- Brand Launch & Rollout
- Garrick Willhite
- Bill Gunter
- Nikki Meyers
- Bryn Bundlie
- Northland Community & Technical College
- Northland Pioneers Visual Identity & Rebrand
- Underconsideration: Brand New, The Minneapolis Egotist