University communications and marketing launches new Winthrop brand.
Dakota Gold
Staff Writer
Winthrop University has launched their new brand campaign called “Bring the You” that aims to encourage students to mold the campus with the qualities that make them unique.
A brand campaign launch presentation held on March 25, 2026 at 11:30 a.m. described the process of development and strategic plan. This event debuted the campaign celebrating individuality to the campus and the media.
The work began in 2025 with Winthrop’s agency partner 160over90 with the goal to create a bold and unifying platform to elevate Winthrop and set it apart.
“The goal? To create a bold, creative and unifying brand platform and strategy that would heighten awareness of Winthrop with key audiences, elevate Winthrop’s reputation in the higher education landscape and set the university apart from its competitors,” said Winthrop News.
160over90 gave introductory remarks at the presentation. When addressing the “you’s” of the campaign, they shouted out generations of Eagles, first-generation college students, creative thinkers and all the other individuals who make the university what it is.
During the event, attendees received the first look at the new branding in ads, banners, and Winthrop swag. The banners are now visible along Oakland Avenue and other places around campus.
160over90 described the creative process in which “Bring the You” came to life.
In addition to the slogan, the project includes new visual identities such as fonts and colors.
Sean Pennington, the graduation associate for fraternity and sorority life, said the new brand is exciting and designed in a way that will stand out to students.
“I think the brand is bold and eye-catching. It will catch the attention of prospective students. The slogan is captivating and it allows for students to know they can help shape Winthrop in the way they want to,” Pennington said.
The new visual identity brought a makeover to Big Stuff, the university mascot, to celebrate his 50 years with the campus. Students chose the eagle for the school’s mascot on March 25, 1976.
Big Stuff has had several makeovers over the years. He was originally known as Mr. T.E.E., short for Tillman Edgar Eagle. His current and more common name likely came from an athletics event of the same title.
On launch day, tables were set up on Scholar’s Walk where students could write on sticky notes what they bring to Winthrop.
The brand campaign as a whole pushes for individuality and diversity, calling students to show up with all their potential to spark a campus energy that is unlike any other.
Dr. Amanda James, vice president for enrollment management and marketing, said the new brand invites new students of all kinds to bring their uniqueness to the school.
“The new campaign speaks to every prospective student wondering if Winthrop is for them. We are telling them to bring exactly who they are to Winthrop.”
More information about the brand can be found at https://www.winthrop.edu/ucm/our-brand.aspx.
