Georgia Tech’s athletic program spans over a century of tradition, but in a fast-evolving college sports landscape, history alone doesn’t guarantee relevance. With the rise of NIL, transfer portals, and high-stakes recruiting, the Yellow Jackets needed more than a refresh. They needed a message and identity that could cut through the noise and reignite pride across athletes, fans, and alumni.
This wasn’t about nostalgia. It was about unlocking a new mindset. We returned to the school’s most iconic assets—patterns, colors, typography—and reimagined them for the modern stage. Our goal was to build a system that respected the past but moved with urgency. The result was "Tech-Minded," a brand platform that communicated intelligence, toughness, and purpose. It became the through-line for everything from recruiting materials to sideline gear.
"Tech-Minded" is more than a tagline. It’s a mentality. It encapsulates the school’s unique blend of academic rigor and athletic ambition. We built a full visual identity around this concept, with legacy-inspired patterns, schematic-style graphics referencing gameplay strategy, and visuals that emphasized both grit and intellect. This was an identity that didn’t just look good, but spoke directly to the character of the program.
A successful college athletics brand has to function across dozens of programs. We developed a flexible system that adapted to every sport and gender while maintaining a cohesive voice. Color, typography, graphic treatments, and campaign messaging were modular by design, allowing each team to own the look while staying under the same Tech-Minded umbrella.
The Georgia Tech work was about competing with attitude and identity. That meant pushing swagger wherever we could; on warmups, in weight rooms, across recruiting kits and out-of-home placements. Every touchpoint reinforced the idea that Georgia Tech was tough, smart, and playing to win in a different way.
