Starting with market research and ongoing focus groups, Merit Mile performed a comprehensive branding exploration that weighed input from key stakeholders and an assigned "brand team". Ultimately, the new identity yielded a modern logo, refreshed website and social media properties, team uniforms, and promotional merchandise; including tailgate tents, embroidered hats, and conventional outerwear. The new brand has been depicted as fun, confident, and a brand that echoes values in boys and girls competition, sportsmanship and community.
The reimagined brand identity extends the newly defined brand essence across the team uniforms, web site, signage, and new merchandise. Merit Mile is also executing a media plan across all appropriate social media platforms.