Built on Bravery
The Built on Bravery Collection honors the history and tradition of the coal industry in West Virginia. We worked closely with WVU Athletics and leaders in the coal community to create a product line that celebrates the work ethic and bravery it takes to be a miner.
Client: West Virginia University
Deliverables:
Brand Identity
Naming
Strategy
The Strategy
Our team partnered with WVU Athletics and coal industry leaders to craft a brand identity and product line that authentically represents the heritage of West Virginia’s coal industry. From concept to execution, we developed a collection that blends rugged tradition with modern appeal, ensuring every detail from design to messaging honors the unparalleled legacy of the region’s coal miners.
Results
The Built on Bravery Collection resonated deeply with fans and the coal community, driving strong merchandise sales and engagement. The campaign strengthened the connection between WVU Athletics and the state’s blue-collar roots, reinforcing a brand story that celebrates resilience, hard work and pride.