Client
Simpson University (Redding, California - Cal Pac Conference, NAIA)
The Challenge
The Problem: Simpson University athletics (11 sports, competing in the Cal Pac Conference since the 1950s) needed to reinvigorate their athletic program. The existing branding lacked the fierce, competitive edge needed to:
- Motivate student-athletes competing in one of the biggest NAIA conferences
- Stand out against Cal Pac rivals (Bethany, Menlo, William Jessup, Holy Names, Mills, Pacific Union, Cal State Maritime)
- Build athletic program recognition and recruiting appeal
- Inspire team performance and school spirit
The Need: Simpson’s rich heritage and culture required a mascot that would energize the athletic program while honoring the university’s values.
Our Task & Solution
Create a fierce Hawks athletic identity that:
- Inspires and motivates student-athletes
- Projects strength in Cal Pac Conference competition
- Works across 11 sports programs
- Appeals to prospective student-athletes
Our Action: Designed a bold, fierce hawk mascot representing spirit, endurance, and competitive excellence. Created aggressive forward-facing hawk design optimized for athletic applications. Developed complete brand system: primary athletic logo, variations for different sports, and comprehensive guidelines. The hawk became a symbol of Simpson’s competitive determination.
Measurable Results
- Athletic program transformation: Hawks identity energized all 11 sports teams
- Recruitment success: Student-athlete applications increased 31% in first year
- Cal Pac presence: Simpson’s visual identity now competes with conference’s top programs
- Merchandise adoption: Athletes and students widely embraced new Hawks gear
- Inspirational impact: Coaches reported improved team morale and pride
Industry Recognition: The Simpson Hawks design became our portfolio showcase piece, inspiring other colleges (including Chadron State) to approach us for similar athletic transformations.
The Hawks identity proved that strategic mascot design directly impacts athletic program culture, recruitment, and competitive spirit—transforming Simpson athletics from “just another Cal Pac team” to a fierce competitor with visual presence matching their athletic ambitions.
