When the University of Maryland wanted to take their Annual Cupid's Cup business competition national, they needed a brand that would build recognition quickly and have no equal. With their sponsor, Kevin Plank, CEO of Under Armour, the pressure was on to create a brand identity that would outperform all other collegiate business competitions in the U.S.
This identity concept was presented as a heavy-hitting design with all the weight and power of a defensive linebacker. The seriousness of the design is accented with witty and informal copywriting that sets the tone of a smart, goal-oriented competition. From the logo to the typography, and from color to copywriting, I created an identity that demands attention, offers no apologies, and clearly sets the brand in a league of its own.