USFL advertisement, Arynn Nease, SCAD Phoenix Project

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05/30/2009

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The Phoenix Project
Savannah College Of Art & Design and BrandlandUSA.com

Brand: USFL
Student: Arynn Nease
Professor: Sean Trapani

Br... (More) The Phoenix Project
Savannah College Of Art & Design and BrandlandUSA.com

Brand: USFL
Student: Arynn Nease
Professor: Sean Trapani

Brand Problem: The USFL lasted only three seasons and ended with millions of dollars in debt. The original marketing of this league positioned its self as a fun, laid back, almost goofy football league.

Brand Solution: Allow fans to relate to the USFL players on an emotional level. Position the USFL as a “regular guy/gal” brand with real people and real players. The campaign is based off the true inspiration for which the USFL players are on the field.
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