"do you want evolution or revolution?"

Agency partner Change Up asked every stakeholder involved in the initial focus groups that simple question. Internally and externally, the universal response was "revolution." However, as important as it was to create a distinct, bold and "revolutionary" brand, it was also essential to incorporate key University and Pittsburgh elements into the new system. Additionally, to elevate our brand, not only had to identify those components that were unique to Duquesne but also competitively benchmark against the larger collegiate and professional sports industries.

And so, throughout the process we were guided by the mindset to pay tribute but transform.