NCAA Division II: Make it yours rebrand.

D-II came to Barkley with a challenge: how do can they bring the Division-II brand experience to life in a way that resonates with primary external audiences (the modern consumer) and also reinforces a sense of pride with internal audiences, all while competing for talent against their D-I counterparts?

D-II needed to strengthen awareness among external audiences, primarily future scholar-athletes, by communicating the unique and valuable experience of being a D-II athlete. 

Barkley had to communicate the D-II experience in a way that is distinctive and differentiating so that it substantiates the Division in relation to the NCAA and the community it serves. The surest way to build this differentiation was by reimagining what the D-II brand stands for. The existing positioning — “I Chose Division II” — fell short of meaningfully communicating the unique value of D-II. So, Barkley stepped back and conducted months of original research. We iterated designs and concepts, validating every move on membership feedback. “Make It Yours” emphasized the unique position of D-II as a competition of extraordinary young people who have the freedom to excel in athletics and education alike. Barkley showcased the final design and strategy at a conference of 1,200 Division II stakeholders, a third of whom were current scholar-athletes.