A never ending battle cry for Big Blue Nation and Kentucky football.
Brand Positioning & Strategy  
Brand Identity

Rallying the troops

How do you rally support so powerful that fans carry the message in a way that’s on-brand and actionable? You align with the leaders of your program. You speak the language of your most dedicated fans. And you won’t find many fanbases more dedicated than Big Blue Nation.

Our work for UK Football has evolved from coining a signature sideline chant (“Go Big Blue”) over a decade ago, to building a first-of-its-kind digital fan hub (#WEAREUK) that converted Big Blue Nation’s social comments into real-life outdoor displays and posters.

In the Coach Stoops era, our message has been delivered directly from the general himself, energizing the fanbase and setting the tone for the season. It injected swagger into the program with a statement (“Why Not”) that’s as powerful in a regional Super Bowl spot as it is in a banner spanning the width of the student section.

Like all movements, it’s an ongoing battle. But it’s one that has already shaped an entirely new culture around Kentucky football.