Rooted in Heritage. Inspired by Revolution.

Tribute & Transformation

A member of the Division I A-10 Conference, Duquesne was looking to modernize, distinguish, and elevate the overall image for their Athletics program – locally, regionally, and nationally. Building upon the school’s rich history and deep ties to Pittsburgh, while also leaning into the next era of Duquesne Athletics, Change Up developed a transformative visual identity that celebrates the intense passion, commitment, and pride of the University and its student athletes.

Our team began the design process by co-creating with members of the Athletics department and Duquesne’s staff and student body. The collaborative work session ensured our creative work was guided by the heart and soul of the school and athletic community.

Services Provided


A new modern gothic monogram conveys a sense of pride, strength, and ferocity, and inspires the rest of the design system. The secondary wordmark, tertiary logo, and quaternary abbreviation bring consistency to the identity suite. A differentiating range of colorways will drive recognition and bring flexibility in application. A custom-built typeface – ‘The Bluff’ – was developed to complement the monogram and another layer of ownability to the identity’s assets.

A dynamic and captivating photography style highlights the student athletes and the variety of sports, and continuously pushes Duquesne’s red and blue pride. The newly created visual identity system was brought to life via a range of touchpoints including the uniforms, athletic facilities, and fan gear to showcase all the design elements in action.

“It’s so far from where we’ve been and has exceeded my expectations for what we’d achieve.”
- Megan Jahrling
Associate Athletic Director / External Relations