Robert Morris Athletics Rebrands With New Creative Strategy, Introduces ‘UNITE’ Campaign

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PITTSBURGH (Newsradio 1020 KDKA) — The Robert Morris University Department of Athletics announced on Wednesday its new creative strategy through the “UNITE” campaign.

The campaign has been orchestrated to drive the engagement of RMU students, fans, donors, and the community.

With this new focus on engagement, RMU is hoping to provide “maximum accessibility to a premium experience while communicating with an authentic tone that resonates for each group.”

"We're excited to share this new brand platform and creative direction for RMU athletics," RMU Vice President and Director of Athletics Chris King said. "We will unite the department behind a strong culture and a clear and consistent brand internally to elevate the perception of RMU athletics externally, both on campus and in the Pittsburgh area."

"We recognize there is an abundance of notable and prominent collegiate and professional options for the sports fan in the Pittsburgh market, but RMU athletics is uniquely positioned to differentiate our brand through premium accessibility," King said. "The RMU athletics brand will be enhanced by featuring the authentic experiences of our student-athletes, students, donors and fans that support RMU athletics."

RMU teamed up with Old Hat Creative to bring the new campaign to life.

"Our role was to help establish a clear and unified brand message that would resonate with student-athletes, the campus student body and the community surrounding Moon Township," Old Hat COO Robert Smith said. "Our intent was to leverage the university's positive reputation, using this as a foundation for the athletics brand."

After large-scale surveys of the RMU staff, athletes, fans, and the community, Old Hat Creative was able to home in on a momentum-focused plan for RMU’s rebranding.

"For those in the community that are supporting RMU athletics, they have a very positive outlook on the program and see momentum continuing to build," Old Hat CEO and founder Zac Logsdon said. "Fans, most of which are RMU alum, have a true desire to see all RMU athletics programs succeed."

After Old Hat’s surveying, the rebrand strategy boiled down to two major tenets: increasing support and attendance form the student body and improving marketing and advertising.

"In order to unite campus and the community around RMU athletics, we begin by establishing a clear and consistent vision of our brand internally," RMU Deputy Athletic Director and Chief Marketing Officer Chelsea Blakely said. "By recognizing areas of improvement that can have the greatest impact on campus and community support, this vision should unite all athletics programs by celebrating athletic accomplishments not individually, but as RMU athletics."

To ring in the advancement of its athletics experience, RMU has had the primary logo enhanced to reflect the new creative changes.

The primary and secondary marks were also modified to make them more streamlined.

Fonts were freshened up, as well.

The logos hadn’t been updated since 2007.

In addition to the logos and fonts, the RMU website will also be getting a makeover to bring it up to date.

It’s set to be launched sometime this fall.

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