To forge an adaptive brand identity that ties the local alumni
chapter with the university.

The University of Missouri-Columbia’s 80-plus alumni associations
donate time, energy and resources in support of University
initiatives and athletics programs. Each chapter is unique in size,
demographic and economic strength.

Atlanta’s chapter placed near the bottom in membership
percentages, event attendance and monetary donations, in part to
high turnover in its Executive Board.

Sparts Marketing created an icon Atlanta-area alumni could rally
around and use to help promote Mizzou to prospective students.

Borrowing from Mizzou’s baseball team’s cap logo, we designed an
interlocking “MA” logo for the renamed Mizzou Atlanta chapter. The
name was constructed to placed added importance to the
university first, and the local community second.

Since its launch in December 2005, Mizzou Atlanta has increased
its membership at a rate more than quadruple its previous quarterly
best, and generated scholarship revenues through Mizzou Atlanta-
branded apparel and fundraisers.