The Longhorn Network, which launched on August 26, 2011, is a partnership between UT Austin, ESPN, and IMG College, and is operated by ESPN. As part of the launch, I was asked to develop a collection of unique t-shirts to help raise awareness of the brand and get UT fans excited.
The challenge was the lack of ownable assets that could be tapped into since the network was just getting started. The solution was an extensive research period into the school's football history, players and coaches. The result was distilled over many months with an increasing emphasis on branding and less storytelling, but in the end the collection was a success.