ALUM is a community of like-minded folks with an innovative mission to create the future of the fan experience. Grounded in three principles— a sense of belonging and modern nostalgia, and being true to your roots— ALUM aims to create an elevated experience in collegiate hospitality. It gives members a place to retreat that is rooted in game day culture while highlighting the college town, making each location unique. 

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Our job was to create a brand that reflects ALUM's innovative spirit while being rooted in sport. We looked at visual cues from collegiate nostalgia through a modern lens and ultimately landed on the pennant flag. An aspirational symbol grounded in celebration, it is inherently sport-centric yet neutral of any specific sport or team. The brand uses repetition, structure, balance, and restraint to have minimal touches while having subtle nods to sport throughout. The end result is a refined visual identity that has the ability to scale with every new property ALUM establishes.