SME and the Big Sky Conference unveiled a new conference identity and brand expression as part of the league’s summer kickoff in Park City, Utah this July. The NCAA Division I Conference unites some of the most scenic landscapes and competitive schools of the western United States: including institutions in Montana, Utah, Colorado, California and more.

Extensive qualitative and quantitative research helped SME uncover the threads of commonality between members of this diverse conference, and build an all-new identity and positioning grand enough for a conference that dubs itself “Big Sky.” Supported by advertising and promotional efforts, the conference now claims the fitting tagline: Big Sky Conference - The Heart of the American West!