After Saint Peter’s University’s historic 2022 NCAA tournament run, the school gained national attention and sought to evolve its image to a confident, mission-driven institution. The spotlight revealed a community defined by resilience, pride, and purpose, inspiring a brand that could resonate with students, alumni, and supporters alike. Yes& reimagined the university’s identity around the idea, “When Peacocks fly, they lift everybody,” resulting in the campaign The world needs more Peacocks. Through fresh messaging, design, and storytelling, the rebrand celebrates the authenticity, strength, and individuality of Saint Peter’s students and community.