Pheasant State
Client: South Dakota State University
Services Provided: Identity, Naming, Strategy
The Challenge
As the No. 1 place in the country for pheasant hunting, South Dakota attracts more than 70,000 non-residents in a single year. Interestingly, the title of “Pheasant Capital of the World®” belongs to the city of Redfield, which is just a stone’s throw away from South Dakota State University. The overlap of SDSU fans and the state’s popular sport is a story worth celebrating.
The Strategy
To create a university-branded merchandise collection that resonates with South Dakota’s rich hunting culture, we looked to pheasant hunting—an iconic pastime in the state—as our inspiration. By blending the aesthetics of hunting and outdoor apparel with the bold identity of South Dakota State University (SDSU), we crafted a collection that pays homage to both outdoorsmanship and scholarly pursuits. Alt: the pursuit of higher education.
Results
The Pheasant State Collection identity is made up of multiple logo variations that incorporate SDSU trademarks. The updated? colors deviate from the SDSU brand in favor of a color palette developed for use on hunting apparel. The apparel includes licensed Mossy Oak® and Realtree[PB1] ® patterns to ensure functionality along with style. Specially curated merchandise from best-in-class licensees includes Colosseum, L2 for Legacy Headwear, Blue 84, Orca, WinCraft and All-Star Dogs. In the second year, Under Armour developed Pheasant State apparel worn by SDSU football coaches and staff. Royalties from the sale of Pheasant State merchandise are designated for scholarships through the University’s Department of Natural Resource Management.