MANSFIELD, Mass. – Today, the Northeast-10 Conference, in conjunction with leading brand development firm SME, revealed an innovative new vision for its future with the launch of a comprehensive new brand platform and accompanying brand campaign. Additionally, the Conference unveiled a new identity system, focused on refreshing the existing logo and moniker.
WHAT THE NE10 STANDS FOR:
We do things the right way for the betterment of our institutions and student-athletes
We provide a platform for our student-athletes to build brilliant futures
THE COMPLETE COLLEGE EXPERIENCE:
We champion our student-athlete's academic and athletic pursuits
At the highest levels in all fields
We excel in the classroom, community and on the field of play
We embody the region we represent; we're ambitious, diverse, progressive and a driver for change
COMPETITORS: We compete at the highest level in everything we do
"Today is a new day for the NE10 and it is with tremendous pride that we share with you our new NE10 brand", said Julie Ruppert, NE10 Commissioner.
This launch and subsequent campaign is the perfect way for our Conference to embrace everything that's great about the Division II student-athlete experience in the NE10. We are confident that this project guides us into a brilliant future by proudly communicating our commitment to serving as an exemplary collegiate athletic conference, united by our quest to champion the development and well-being of our student-athletes."
The identified Conference pillars of the new platform are brought to life with the introduction of the NE10EMBRACE brand campaign. Utilizing a strong and versatile action verb that expresses unity, the EMBRACE campaign will positively communicate the NE10 experience and encourage unity while fostering universal buy-in.
It is reflective of each NE10 student-athlete's commitment to academics, athletics and service and speaks to doing things the right way – they are all in to stand out. The new Conference brand campaign is dedicated to inspiring every single student-athlete to embrace and build his or her future.
"I am excited for the NE10 and its member institutions as we embrace our new vision and identity campaign", remarked Fr. John Denning, Stonehill President. "Our student-athletes excel in the classroom and in the community while thriving in one of the most competitive athletic conferences in Division II. The EMBRACE campaign unifies the NE10 collectively in the commitment to our student-athletes to demonstrate character both on and off the field and further enhance their student-athlete experience as part of their intellectual development."
The NE10 brand identity refresh is the external representation of the new platform, beliefs and personality.
The new logo portrays the NE10 positioning as a premier Division II conference: the bold and steady typeface reflects its stability, strength and reliability, while the compass point within the 'N' symbolizes the Northeast region, forward-thinking approach and its' student-athletes' brilliant futures.
The development of Conference marks in each member school's own colors creates an additional opportunity for each institution to embrace its relationship with the NE10 and serves as a unifying element to the campaign. The introduction today of a fresh look to the Conference identity also includes revised digital assets, including an all new website and brand videos.
Going forward, the Conference will primarily use the moniker NE10 as its public facing expression of the Conference brand, embracing a practice already widely in place amongst its constituents.
The development of the NE10 brand platform, EMBRACE campaign and Conference identity program was a true collaborative effort, as hundreds of student-athletes, administrators, coaches, university presidents and vice-presidents were involved in the project over the past 15 months.
What they're saying about the NE10 EMBRACE Campaign:
"This is a significant moment for the Northeast-10 Conference. The collaborative process of developing this initiative with SME has produced a branding platform that strengthens the ties that bind us as member institutions. We are a distinctive NCAA Division II conference, and this program effectively identifies the unifying core strengths, beliefs and qualities of our diverse membership, and provides resources that will help tell our story and meaningfully enhance our brand."
-Chris Kenny, Director of Athletics, Saint Michael's College
-Matt Bassett, Assistant Vice President and Director of Athletics, Le Moyne College
-Aisha McAdams, Student-Athlete, Stonehill College
-Spenser Powell, Student-Athlete, Adelphi University
-Ed O'Hara, President & Chief Creative Officer, SME
-Jacob VanRyn, Associate Commissioner, NE10
SME is a full-service strategic brand-building and design consultancy headquartered in New York City. SME prides itself on being the most trusted branding firm in sports, entertainment, and higher education. For more information, visit smebranding.com
ABOUT THE NE10
The NE10 is an association of 15 NCAA Division II colleges and universities located in New England and New York that is committed to supporting balanced academic and athletic opportunities for more than 6,000 student-athletes.
Each year, 4,500 of those student-athletes compete in conference championships in 24 sports, making the NE10 the largest DII conference in the country in terms of sport sponsorship. Leading the way in the classroom, on the field and within the community, the NE10 is proud of its comprehensive program and the experience it provides student-athletes.