Skip to main content


With a new commissioner and a bold vision to compete at the highest level of collegiate athletics, the West Coast Conference needed a positioning and identity equal to its aspirations.


Legend Labs worked with the conference and its ten institutions to articulate a powerful and ownable brand positioning as a platform for storytelling.

In-person Campus Visits
Virtual Campus Visits
Athletic Director & Staff Interviews
Media Interviews
Student Athlete Focus Groups
Student Athlete Survey Responses

The Brand Steering Committee decided that the Conference identity needed a refresh to align more closely with the personality and tone the positioning.

Our rebranding efforts required input from university presidents, athletic directors, student athletes, creative talent, administrators, faculty, and others… at ten schools… and the conference.
Gloria Nevarez
Commissioner, West Coast Conference

Brand Positioning

A story that reframed the concept of ‘faith’ in the context of sports and community impact.

Positioning statement excerpt

The West Coast Conference is fueled by faith. Faith in self. Faith in each other. An unwavering belief that we can make a difference. It might be the sea breeze, mountain air, or just sheer beauty around us that inspires belief. One doesn’t have to go far here to find individuals imagining, shaping, believing in, and creating a better future.

Faith may be malleable, but on these ten campuses, it is palpable and ever present in the hearts and souls of our student athletes. It is manifest in character.

Brand Workshop

An interactive brand workshop, with representatives from across the Conference, shaped the story, words and expression of the new West Coast Conference.

Creative Concepts

Our process involved a comprehensive exploration of innovative visual directions. Early designs explored the potential for using ‘C’s as arrows pointing West. An iteration on this idea would ultimately feature in the new mark.

Our Way is West

Brand Launch Video