The strongest sports brands are built on emotion—the traditions, communities, and stories that exist beyond the field.

As a pitch concept for the Oklahoma Sooners, I developed the art direction and visual system for a season-long campaign inspired by a new era of leadership and centered around the original tagline “All Heart from the Heartland.” The goal was to create a campaign that honored the program’s deep-rooted identity while bringing a fresh energy to its next chapter.

The visual language draws inspiration from the power and unpredictability of the Heartland’s weather, with a custom type treatment influenced by the movement and intensity of a tornado. The result is a bold, kinetic identity that captures both the grit of Oklahoma’s landscape and the momentum of a program entering a new era.

The resulting campaign platform combines tradition and contemporary storytelling to celebrate the pride, passion, and unmistakable spirit of Oklahoma football.