Moon Township, Pa. – The RMU Department of Athletics unveiled a refreshed brand identity and creative strategy Wednesday, including the launch of the "UNITE" campaign.
"We're excited to share this new brand platform and creative direction for RMU athletics," RMU Vice President and Director of Athletics
Chris King '94 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."
The RMU athletics "UNITE" campaign is designed to engage students, fans and donors, as well as the community and regional surroundings, by providing maximum accessibility to a premium experience while communicating with an authentic tone that resonates for each group.
"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."
In the spring of 2020, RMU athletics partnered with
Old Hat Creative to undergo a comprehensive brand study, with the goal of developing a strategic direction for the athletic identity and brand.
"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."
RELATED: How We UNITE at RMU
Old Hat conducted research through the survey of internal staff, donors, season ticket holders, students, faculty and staff and the surrounding community within a 20-mile radius of campus. The research, along with external data, helped Old Hat discern that while RMU athletics has had success across its athletics program, the development of a new brand campaign would enable the department to continue positive momentum by presenting unique opportunities to reconnect and engage the campus and regional community.
"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."
Feedback from the survey identified two areas of recommended improvements for RMU athletics, including increasing student and campus support and attendance as well as enhancing marketing and advertising efforts.
"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."
The RMU logo and identity marks that have been in place since 2007 remain but have been streamlined to include one primary mark and a secondary mark. Included is a modification to the RMU primary logo, updated font package and brand campaign.
RELATED: RMU Athletics Brand Identify
"Old Hat's research-based approach made them the right partner for RMU athletics, specifically with their ability to translate data into a strategic direction for the athletics brand," Blakely said. "Identifying that brand and developing a positioning strategy will help RMU athletics communicate our value to the campus, community and Pittsburgh region."
Included among the RMU athletics rebrand is the development of an athletics gameday app as well as a redesign of the official website of RMU athletics at
www.rmucolonials.com, each of which will be launched in the fall.
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