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NE10 Launches Bold New Vision for Its Future

NE10 Launches Bold New Vision for Its Future



December 1, 2016

NE10 Brand Book
NE10 Positioning Statement
NE10 Look Tools Kit

MANSFIELD, Mass. – Today, the Northeast-10 Conference, in conjunction with leading brand development firm SME, revealed an innovative new vision for its future with the launch of a comprehensive new brand platform and accompanying brand campaign. Additionally, the Conference unveiled a new identity system, focused on refreshing the existing logo and moniker.

The NE10 is a model NCAA Division II Conference that embraces the values ingrained in DII athletics to provide opportunities for all of our student-athletes to build brilliant futures. Through this 15-month project, the Conference has clarified its beliefs and identified certain characteristics for which it stands above all others.

“Today is a new day for the NE10 and it is with tremendous pride that we share with you our new NE10 brand”, said Julie Ruppert, NE10 Commissioner.  

“The NE10 brand represents far more than sports, championships or individual academic and athletic success. It is a unifier; a source of pride that connects each of our member school's students, alumni and communities together as we collectively embrace the NE10. The heart of our platform is a reflection of our student-athletes’ hard work and excellence in the classroom, community and field of play. They represent the best of college athletics. 

This launch and subsequent campaign is the perfect way for our Conference to embrace everything that's great about the Division II student-athlete experience in the NE10. We are confident that this project guides us into a brilliant future by proudly communicating our commitment to serving as an exemplary collegiate athletic conference, united by our quest to champion the development and well-being of our student-athletes.” 

The identified Conference pillars of the new platform are brought to life with the introduction of the NE10EMBRACE brand campaign. Utilizing a strong and versatile action verb that expresses unity, the EMBRACE campaign will positively communicate the NE10 experience and encourage unity while fostering universal buy-in.

It is reflective of each NE10 student-athlete's commitment to academics, athletics and service and speaks to doing things the right way – they are all in to stand out. The new Conference brand campaign is dedicated to inspiring every single student-athlete to embrace and build his or her future.

“I am excited for the NE10 and its member institutions as we embrace our new vision and identity campaign”, remarked Fr. John Denning, Stonehill President. “Our student-athletes excel in the classroom and in the community while thriving in one of the most competitive athletic conferences in Division II. The EMBRACE campaign unifies the NE10 collectively in the commitment to our student-athletes to demonstrate character both on and off the field and further enhance their student-athlete experience as part of their intellectual development.”

The NE10 brand identity refresh is the external representation of the new platform, beliefs and personality. The new logo portrays the NE10 positioning as a premier Division II conference: the bold and steady typeface reflects its stability, strength and reliability, while the compass point within the 'N' symbolizes the Northeast region, forward-thinking approach and its’ student-athletes’ brilliant futures.

The development of Conference marks in each member school’s own colors creates an additional opportunity for each institution to embrace its relationship with the NE10 and serves as a unifying element to the campaign. The introduction today of a fresh look to the Conference identity also includes revised digital assets, including an all new website and brand videos. 

Going forward, the Conference will primarily use the moniker NE10 as its public facing expression of the Conference brand, embracing a practice already widely in place amongst its constituents. 

The development of the NE10 brand platform, EMBRACE campaign and Conference identity program was a true collaborative effort, as hundreds of student-athletes, administrators, coaches, university presidents and vice-presidents were involved in the project over the past 15 months.

What they’re saying about the NE10 EMBRACE Campaign:

"This is a significant moment for the Northeast-10 Conference.  The collaborative process of developing this initiative with SME has produced a branding platform that strengthens the ties that bind us as member institutions.  We are a distinctive NCAA Division II conference, and this program effectively identifies the unifying core strengths, beliefs and qualities of our diverse membership, and provides resources that will help tell our story and meaningfully enhance our brand."

 -Chris Kenny, Director of Athletics, Saint Michael’s College

“This brand represents a generational opportunity for the NE10 to redefine how we deliver intercollegiate athletics collectively and with a shared purpose, while creating the platform that serves the greater goal of setting THE standard for Division II, and challenging the expectations of the intercollegiate athletic enterprise as a whole." 

 -Matt Bassett, Assistant Vice President and Director of Athletics, Le Moyne College

“When I was offered the opportunity to take part in the rebranding of the conference I was thrilled. The new brand represents us on a whole new level; that the NE10 allows its student athletes to embrace every opportunity during our college career, whether it's during competition, in the classroom, or serving our communities.”

 -Aisha McAdams, Student-Athlete, Stonehill College 

I love what the NE10 and SME have done with the launch of the new identity. With the EMBRACE platform, it gives the student-athletes a sense of pride that we aren't in just any other conference – we’re a part of the NE10. The EMBRACE campaign is not just for athletes, but also for all of the students at all of our schools. The NE10 is the premier NCAA Division II Conference in the country and this platform will serve as a reminder and a unifier for all of us that are proud to call the league a part of who we are.

 -Spenser Powell, Student-Athlete, Adelphi University

"It’s been an honor to collaborate with the NE10 in helping define its brand and the shared DNA which binds all its member institutions together. SME is proud of the work we have done together and is looking forward to seeing the new brand and messaging bring the unique values of DII competition to life and for the NE10 to stand apart on the national stage."  

 -Ed O’Hara, President & Chief Creative Officer, SME 

“The thing that I’m most proud of with regards to the EMBRACE campaign is that it was such a collaborative effort from day one. There were a number of other suggestions that were put forth and discussed throughout the process, but they just didn’t speak to whom we are or what we wanted to accomplish like the EMBRACE campaign. I truly believe this is a great day for the league, its membership, and its future.”

-Jacob VanRyn, Associate Commissioner, NE10

SME is a full-service strategic brand-building and design consultancy headquartered in New York City.  SME prides itself on being the most trusted branding firm in sports, entertainment, and higher education. For more information, visit

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