Client Love: USCA Rebrand

The University of South Carolina Aiken, or USCA, is a local gem nestled in the heart of Aiken, South Carolina. The school offers a broad range of academic programs, boasting small class sizes that prioritize hands-on learning, with championship athletic teams and a supportive, vibrant campus community - all in a beautiful setting. Extra credit: tuition has been described as affordable for residents and out-of-staters alike. 

With so much to offer, USCA is a community favorite that has alumni scattered throughout almost every professional setting in the local area and region. Recently, the USCA marketing department reviewed data from professionally-administered surveys and discovery sessions. From these findings, they learned that their university brand no longer reflected who they are and the direction they are heading. The reports concluded that the brand needed fresh energy, cohesion, and distinctiveness in an increasingly competitive higher education environment.

With those results in their hands, the USCA team partnered with Wier / Stewart - our sister company - to create an inspiring, energetic brand update. After months of work, the brand was ready for a reveal. And with a fan-base as big as USCA’s, the team decided the new unveiling also needed to be big. Take-over-downtown-Aiken big, which is exactly what they did on Saturday, August 23, 2025. In preparation, the Showpony, Wier / Stewart, and the USCA marketing teams put our heads down and crafted an armada of promotional products that showcase the new logos and colors while encapsulating that hometown student and alumni pride. 

Some of our staff were able to attend the rebranding launch at The Downtown Takeover event. It was a real treat to be on-site and see the new brand come to life - to the joy and excitement of the student body and faculty. We especially loved seeing the new mascot design unveiled. 

After the event, we had the opportunity to talk to Christen Engel, Vice Chancellor of Marketing & Communication for USCA, regarding the entire experience. 

SP:  Christen, how does the new brand identity better represent the university's values and future vision?

CE:  The brand better connects with our past and present stakeholders, and very quickly communicates our unique value proposition to our target audiences. It pays homage to our rich history and sets a forward-looking ideal for where we aim to be moving forward.

SP:  Can you share a story about the initial success with the merchandise and rebranding?

CE:  At our brand launch event, merchandise flew off the shelves, and individuals continue to visit and contact our office asking for additional orders of these products.

SP:  What surprised y’all the most about the merch and the rebrand?

CE:  Given the unique and fun offerings, we expected early adoption. Still, we continue to be impressed with how frequently we see these items adorned or used by individuals inside and outside our campus community. 

SP:  What items have stood out the most to the students, faculty, and alumni; any initial clear favorite?

CE:  Fan favorites have included unique t-shirt designs, stickers, and koozies, which are unique to Showpony and our campus community.

SP:   Is there anything additional that you can share about the merch, the experience, or the general vibes around campus?

CE:  The vibes on campus are energetic, bright, and infectious. People continue to say how good they feel seeing the new colors and patterns and the opportunity to sport unique university and athletics merchandise on campus, in the community, and in their homes.

SP:  What did you enjoy most about the process of working with us?

CE:  Showpony was a collaborative partner in every sense of the word. They sourced unique products that demonstrated our brand's unique positioning with target consumers, namely prospective students, alumni, donors, and the USCA campus community. They handled a mass merchandise order from start to finish, providing multiple options and securing delivery, allowing our team to retain our internal focus on communication, brand launch, and adoption. 

Some of our favorite pieces that we created in collaboration with USCA were the District Tri-blend t-shirts. These are a favorite among our clients, and for good reason; they’re soft, durable, and have an incredibly long life, even as your favorite tee. We also love any chance we get to make custom enamel pins, and USCA’s branded lapel pins were no exception. Christen mentioned the koozies specifically, and we heard lots of great compliments about how crisp the colors looked. The tote bags are always a hit (the bigger the bag, the more it’ll hold swag?) and we loved seeing these on people’s shoulders during the launch event. 

We created a large roster of branded merchandise for this rebrand, and in reviewing each product, we can honestly say it’s been a pleasure, and an honor, to partner with USCA on this project. We’re looking forward to continuing our relationship with them and watching the Pacers' new brand stand out amongst others for years to come.