THE MISSION

The passage of Name, Image, and Likeness (NIL) legislation in the NCAA paved the way for college athletes to get paid and maintain their amateur status. While intended for individual athletes, Justin King saw something different. As the Founder of Blue and White Collective and a former 1st Team All-Big 10 defensive back at Penn State University, King wanted to build a brand centered on the defensive backs group called Lockdown U, a term he coined during his time on campus. Our mission was to develop Justin's initial idea into a full-fledged brand that would communicate what Lockdown U is, create opportunities for student-athletes to make money, and aid PSU's recruitment process.

THE OUTCOME

We designed the Lockdown U visual identity referencing Penn State's rich history, creating a logo and brand style guidelines that capture the school's tradition and the excitement of the fans. We then developed a messaging package to communicate brand values, created custom merchandise, and established group social media pages to build awareness and drive followers to the website.

THE IMPACT

Since the brand launched, Lockdown U has done $10,000+ in sales, which directly benefits the student-athletes.