Small design firm gives Saint Peter’s a new look just in time for March Madness mayhem

By Michael Smith
The new Saint Peter’s look has garnered almost as much attention as the upset of Kentucky.getty images

When Saint Peter’s University emerged last week as the new darlings of March Madness, their snazzy blue uniforms and unique script across the chest generated just about as much discussion as Doug Edert’s three-point daggers and their upset of Kentucky.


The uniforms were of particular interest because the Jersey City, N.J., school had just undergone a brand reinvigoration that revamped the Peacocks’ complete look.

The company behind the rebrand was VPCo., a Charlotte-based design firm whose college clients also include Georgia, Pittsburgh and Villanova. For the three-man shop located in the shadows of Bank of America Stadium, their blue-collar approach matched up well with the words used to describe the Peacocks.

“Hard work, grit, determination. Those were the words that kept coming up” during the rebrand, said Tim Rebich, one of the agency’s partners and a graphic design graduate from UNC-Charlotte.

VPCo., founded in 2014, has performed a variety of design projects, both sports and non-sports.

At Georgia, the agency worked with the school on improving the fan experience at Sanford Stadium by using design to help illustrate the legacy of Georgia football.

Fan experience was again at the center of improvements at Pittsburgh’s Petersen Events Center, where VPCo. was able to design a new space that resulted in a sponsored premium area.

The agency’s next full-on rebrand like Saint Peter’s is underway now at Gardner-Webb, a small Division I school west of Charlotte in Boiling Springs, N.C. So, if fans are looking for the next Saint Peter’s in March, keep an eye on the Runnin’ Bulldogs next year.

Taking Notice

National interest in the Saint Peter’s Peacocks has grown quickly after their unexpected upset of Kentucky and advancement to the Sweet 16 in the NCAA Tournament:

■ St. Peter’s is the fifth-most mentioned college team of the tournament on Twitter in the U.S. behind Michigan, North Carolina, Tennessee and Kentucky, according to Twitter.
■ @PeacocksMBB has grown from 2,950 Twitter followers on Jan. 1 to 38,000 this week.
■ According to viewership data from Vizio’s Inscape, more than 50% of viewers of NCAA men’s tournament games have seen St. Peter’s play.

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