New Members, New Momentum, New Identity

When the Mountain West Conference called on us to create, manage and execute a game breaking branding initiative, it was about more than a new look.

Mountain West

It was all about a new attitude.

Fighting for attention from the national media, encumbered by longstanding misperceptions and literal distance, the Mountain West needed a bold statement to underscore its solid success.

Thus, the Rock.

What We've Done

  • Analytics
  • Brand & Identity Development
  • Communication Plan
  • Cross-platform Campaign
  • Graphic Design
  • Media Production
  • Print
  • Social Media Communications
  • Video
  • Website Design/Integration
  • Workshops
  • Written Communications
Mountain West
Mountain West

We employed a comprehensive strategy involving three major steps: Analyze, Synthesize and Differentiate.

In the Analysis phase, we reached out to more than 8,000 key constituents including university presidents, athletic directors, coaches, administrators, fans and members of the media.

Synthesizing these findings became the basis of the Mountain West’s new brand identity – strong, feisty and aggressive. We developed a range of 30 potential marks and logos, which the Mountain West whittled down to a set of finalists with our guidance. The winning design, nicknamed “The Rock” is a strong symbol of a league on the rise.

Differentiation was achieved through a revolutionary identity package. The color scheme and design elements were crafted to allow the logo to be displayed by every institution using their own school colors.  The accompanying style guide created guidelines for the seamless integration of conference and institutional use. It worked perfectly.

Mountain West

The new brand was launched through a Loma-produced campaign that included a branding video, web and social media components, print executions, TV & radio PSAs, and a broadcast special.


  • Rebranded a major national Conference
  • Synthesized input from 8,000 respondents
  • Generated consensus among 11 institutions
  • Created a unique identity package
  • Achieved national recognition
Mountain West

“The Rock” received immediate critical acclaim and is universally recognized today as singularly distinctive with the collegiate landscape. ESPN has called it “one of the most distinctive brands in sports.

“Loma Media has proven to be a tremendous partner in the rebranding of the Mountain West Conference. From concepts and research to branding and production, the entire Loma Media team has truly become a member of the Mountain West family and has proven to be a great asset to our organization.”

– Dan Butterly
Associate Commissioner, Mountain West Conference


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