The document outlines TeamUp Consulting's work with Penn Athletics, emphasizing the creation of a unique and authentic brand story that unites the division and its community. The 'Champion Your Life' campaign celebrates excellence and motivates all stakeholders, including staff, coaches, and athletes, by providing a common purpose. This collaborative effort has successfully clarified Penn's brand values, enhancing their overall organizational impact.

1. rebrandcasestudy:
PENN ATHLETICS

2. teamup Consulting Limited
www.teamupco.com
Fred Popp Sharlene Sones
LONDON BOSTON
+44 (0)7889-718179 +1 (386) 846-8621
fredpopp@teamupco.com ssones@teamupco.com
With over 20 years of experience, teamup is
part of the sports branding conversation
everywhere it’s happening. Across the world,
our clients are evolving their businesses,
placing the fan at the core of all they do.
Ask any one of the hundreds of clients we’ve
impacted by winning customers, transforming
organisations, and achieving best-in-class.
What challenges face your organisation?
WE BUILD HIGH PERFORMANCE BRANDS
building high performance © 2016 All Rights Reserved

3. high performance branding
How we operationalized the PENN brand
evaluate ideate activatebrief
journeys
ecosystem
alignment
business
industry
experience
customer
visual
identity
voice
& tone
portfolio
management
contextual
design
synthesise
positioning
architecture
purpose attributes
02 03

4. PENN Athletics now has it’s own unique,
defensible and authentic story. It provides the
context for the value of PENN Athletics to the
broader University community.
Consequently, they’ve united their division,
scholars and staff in an understanding
of the PENN brand, bringing everyone
together within a common sense of purpose.
PENN’s Story
building high performance © 2016 All Rights Reserved

5. 04 05

6. We initiated a deep-dive beyond the brand identity to
clarify the fundamental values and meaning behind the
PENN brand
building high performance © 2016 All Rights Reserved

7. 06 07

8. We needed to uncover the underlying ethos of PENN in order to provide the Division
with a platform that serves everyone from staff to coaches to the athletes, themselves, by
providing them with a litmus test and core focus for why we pursue sport in the way we do
building high performance © 2016 All Rights Reserved

9. "The Teamup group was inspiring to work with, and
meticulous in the way they researched the PENN
brand, thoughtfully involving various constituents
throughout the process."
Dr. Grace Calhoun,
Director of Athletics and Recreation.
08 09

10. Champion Your Life is about celebrating the spirit that resonates all across campus for the pursuit of
excellence. Providing the context for — and celebrating — what makes Penn unique. A rally cry that
resonates not just with the athletes, but with the entire community
building high performance © 2016 All Rights Reserved

11. "This Campaign becomes a way to showcase that belief
in a deeply human and relevant way. There isn’t a more
fitting story to wrap the PENN brand around than one that
explores the motivations that fuel the will to win."
Roger Reina
Senior Associate Athletic Director, External Affairs
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12. OUR WORK WITH PENN
TEAMUP IS THRILLED TO HAVE PLAYED A PART IN HELPING PENN CAST
A LARGER STORY THAT UNIFIES AND BRINGS-TO-LIFE THE VISION FOR
PENN ATHLETICS. THE CHAMPION FOR LIFE CAMPAIGN CREATES SPIRIT
THROUGH A MOTIVATING AND ENGAGING RALLY CRY THAT RESONATES
WITH ALL CONSTITUENTS ACROSS CAMPUS.
building high performance © 2016 All Rights Reserved