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The Big 12 Conference
Rebuilding a storied collegiate conference around the NIL-era athlete, a new visual identity, and the conviction that the future belongs to those bold enough to write it.
Legacies collect dust if they’re not actively being built, because you’re only as good as what you do next.
The world of college sports is rooted in history and tradition, but even after 28 years of countless banners, trophies, and epic moments, the BIG XII continues to innovate with an insatiable hunger for progress. With the loss of two institutional powerhouses (Texas and Oklahoma), The BIG XII aims to make their mark as the only Power 5 school that can have a storied past and move at the speed of culture.
This campaign served as a relaunch of the brand and an introduction to the new, 16 university strong , BIG XII.
The world of college sports is rooted in history and tradition, but even after 28 years of countless banners, trophies, and epic moments, the BIG XII continues to innovate with an insatiable hunger for progress. With the loss of two institutional powerhouses (Texas and Oklahoma), The BIG XII aims to make their mark as the only Power 5 school that can have a storied past and move at the speed of culture.
This campaign served as a relaunch of the brand and an introduction to the new, 16 university strong , BIG XII.