Ready. South. Go.

As a tagline, Ready South Go serves as a strong call to action. Taking a familiar phrase, Ready, Set, Go, but giving it a slightly different arc, makes it uniquely South. The word Ready can be a question or a statement, but either way, it makes the assumption that the audience is primed and receptive to what we have to offer. South is the answer to the question or follows the definitive statement as the logical next step. Go holds a multitude of meanings for a variety of audiences, but regardless of who’s listening, the call to action is unequivocal: whatever it is you’re ready to take on, we’re ready to see you go.

This :30 television commercial ran on ESPN during the 2024 football season.

Branding a University

This is the second rebrand of my tenure at the University of South Alabama, and without a doubt, this one was more challenging than the first time around. We set the bar high with the first rebrand, and selling the concept was a major hurdle. Successfully launching a new brand requires buy-in from executive administration, the board of trustees, and many stakeholders across all the colleges and schools and student organizations. Once we got the green light, we had to move quickly to get ready for a fall launch. Strategy is key, and by communicating the brand platform and nuances of the visual language, as well as providing a tool kit to the campus community, the roll out was seamless.