The Challenge
In March 2022, the St. Peter’s University Peacocks men’s basketball team completed the greatest Cinderella run in tournament history. The international spotlight shined bright, momentum was building, and the world wanted to know more. Yes& Lipman Hearne’s challenge was to harness that momentum into a university rebranding effort that distanced itself from the “scrappy underdog” perception to something more accurate.
The Impact
What St. Peter’s needed was a brand story. A big idea that reflects the people that make this university special: When Peacocks fly, they lift up everybody. Our foundational brand work and the urban campus location inspired the campaign: The world needs more Peacocks. Like the culture at St. Peter’s, the visual design is student-centered, highlighting the spark, strength, and diversity of individual Peacocks.
Project components
- Creative concept
- Campaign Identity
- Campaign brand guide
- Brand narrative
- Messaging
- Original photography
- Original video/broadcast
- Radio
Brand Narrative
When Peacocks fly, they lift up everybody.
They never forget their roots, they don’t take anything for granted and they’re not afraid to question the status quo. At Saint Peter’s, they find a university that thinks like they do. We value their life stories, care about their whole person and build on their confidence by equipping them with the knowledge and experiences they need to belong anywhere and know anything is possible. That’s why people look at what we offer and want to be part of it — why words like “grit,” “tenacity” and “fearless” are so often evoked in talking about our students and alumni. Peacocks come here with big hearts and big dreams, and they leave ready to give back to the world in a big way — as role models for their families, their communities and their professions.
Yes& Lipman Hearne listened, asked the right questions, and discovered the best way to communicate what makes this university special.
Sarah Malinowski Ferrary
Assistant Vice President for University Communications, Office of University Communications
