In 2022, following the NCAA’s landmark ruling on Name, Image, and Likeness (NIL), Valiant Management Group required a high-prestige visual identity for the Champions Circle—the premier NIL collective for the University of Michigan.
The Brief: Create a visual identity system for the Champions Circle that feels official, without infringing on any of the University of Michigan's marks. The identity should appeal to high-net-worth donors and current students, and student athletes.
Challenge: The primary hurdle was navigating strict collegiate licensing restrictions. The project required a design that felt linked to the University’s heritage while remaining a legally distinct, standalone entity.
Process: My initial exploration centered on the word "Champions" namesake and visual language of victory - specifically iconography of hanging championship banners. These early concepts (shown further below) utilized a vintage script wordmark and banner-style enclosures to lean into a classic athletic aesthetic.
Feedback: Initial feedback indicated that the "athletic-first" direction lacked the academic prestige required to appeal to a donor-class audience. To elevate the brand, I shifted focus to the laurel wreath elements from the first pass. We eventually settled on a refined badge system to communicate stability and tradition.
The trophy was the final element introduced—a literal symbol of Michigan’s century of multi-sport dominance. By pairing a traditional serif (Baskerville) with a clean sans-serif (Neuzeit Grotesk), the final identity successfully bridges the gap between old-world academic excellence and modern sports business.
