Local marketing firm Cossette was hired to develop the recently finalized new look, which will be made public later this summer. Boivin’s department decided early on that it was imperative to get students involved as much as possible in supporting the new brand.
“Our athletes are students first and foremost,” states Boivin, “so in the effort to engage the rest of the student body — and get them interested as fans — we knew we had to find a way to get them directly involved in the creative process we’re undertaking.”
Paula Giannone, a member of the Stingers cross-country running team, says she applied immediately once she heard about the opportunity through social media. “It really means a lot to me to be able to represent both the Concordia student body and the Stingers,” she says.
Along with Zablah and the other members of the writing team, Giannone is drafting scripts related to what she calls the core objectives of the rebranding. Mahoney and the team from Cossette are supporting their work.
“Everyone works together as a single unit, which is key when creating a project like this, one that aims to unify the greater Concordia community,” Giannone says, adding that she's confident the rebranding will be a success. “I really feel that it’s going to have a huge positive impact and instill a renewed school spirit and pride.”
Soon, photographers and videographers will begin creating the visual content for the rebranding. Award-winning photographer, videographer and Concordia alum John Londono will be overseeing their work. “John has a really unique style of photography and filmmaking that we thought would really represent our new brand,” says Mahoney. “He’ll be making sure the students’ work is in line with the mood and feeling we’re going for.”
Boivin says the Stingers new logo will be painted on the Concordia Stadium field by early August, but that the official launch of the new brand will only take place when the football team takes to the field for their first evening game on Friday, September 4, against Université de Sherbrooke.
“It will be the first time that the new uniform appears on the field of play,” he continues, adding that he’s fairly optimistic the new look will be well received. To date, the coaches and athletes who’ve been given a sneak peek have all responded very positively. “So far so good, but you never know until you actually get it into the public eye.”
Read more about John Londono’s involvement in the Stingers rebranding project.