BRAND STRATEGY / CREATIVE DIRECTION / COPYWRITING / DESIGN

Milo the Lynx

Bringing CU Denver’s first official mascot to life

Driven by years of passionate student feedback, as well as the rapid growth of intramural and club sports programs, it was time for the University of Colorado Denver to implement a mascot brand extension that accurately reflected its personality, spirit and drive.

Approach

Co-leading a multidisciplinary team of students, alumni, fans and industry experts, we began by connecting directly with CU Denver’s community via a robust series of conversations, surveys, focus groups and workshops.

Using insights from these conversations, our in-house marketing and creative teams led the strategy and design phases, involving community stakeholders at every step of development.

Following visual refinements, trademark protection and creation of a brand persona, we once again leveraged the power of CU Denver’s community to name its new mascot. After a brisk and passionate response, Milo the Lynx was born.

Insight

CU Denver has spirit. It’s time to show it.

Impact

Milo the Lynx was introduced during a campus-wide event featuring live music, exclusive giveaways and special appearances from the Denver Broncos, Colorado Rockies and Denver Nuggets team mascots.

Milo immediately proved both a critical and commercial success, contributing to a 37% increase in licensed apparel and merchandise sales. Embraced by students, faculty and alumni alike, Milo quickly became a beloved fixture at CU Denver events, athletics and recruiting opportunities.

Over a decade later, Milo is still going strong.