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Intro

Ole Miss Landsharks

Mascot Identity + Reveal

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Rare x Ole' Miss

In early 2018, the University of Mississippi, often known as Ole’Miss, contacted Rare Design with the challenge of crafting a new system of logos representing their new mascot: The Landshark. Nearly ten years after the story began, and after continued support from the Ole’Miss athletics community, administration decided to adopt the Landshark as their official mascot.

With the character traits of a landshark inspired by Tony Fein, the Ole' Miss linebacker who started the legend, the challenge for our team was to represent a fictitious creature in a manner that connected it with Ole’Miss, its state wide fan base, and integrated it seamlessly with the existing brand system of the athletic department.

While on the team at Rare, I had the great opportunity to help design three of the mascot logos and create the official launch video.

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Iconic & aggressive Landshark logos.

Incorporate Mississippi

Mesh with Ole Miss athletics

Goals

Sports Branding

Identity Design

Iconography

Illustration

Motion Design

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Tony Fein -

Quarterback turned service-man, war veteran turned athlete.  Junior college journeyman, disciplined and determined.  Fein’s character, tenacity, and pursuit of victory set the standard for what it means to be an Ole’ Miss Landshark.

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First introduced by Tony Fein, a veteran who served in Iraq and linebacker on the Ole’Miss Football team, the ferocity of the Landshark and ‘Fins Up’ gesture was quickly adopted by the rest of the defense, the team, and school.  The Landshark became a rallying cry for the Ole’Miss Rebels and representation of their tenacity in competition, ruthless pursuit of their goals, and relentless ambition for victory.
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Tony Fein -

Quarterback turned service-man, war veteran turned athlete.  Junior college journeyman, disciplined and determined.  Fein’s character, tenacity, and pursuit of victory set the standard for what it means to be an Ole’ Miss Landshark.

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First introduced by Tony Fein, a veteran who served in Iraq and linebacker on the Ole’Miss Football team, the ferocity of the Landshark and ‘Fins Up’ gesture was quickly adopted by the rest of the defense, the team, and school.  The Landshark became a rallying cry for the Ole’Miss Rebels and representation of their tenacity in competition, ruthless pursuit of their goals, and relentless ambition for victory.
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Prowling its boarders, the “Territory” logo stands as the icon of a predator defending its home turf.

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Pacing of a Predator

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One of the unique challenges I had the chance to tackle was the design and animation of Ole Miss' launch video spearheading the new identity system. With the narrative in place and the Landsharks traits defined, my focus was on amplifying those characteristics from the dramatized vantage point of its unsuspecting prey.
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Above and below is glimpse into the process highlighting the 3D modelling, lighting, texturing, animation, and compositing.
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A key element was the development of suspense & momentum leading to the ending hero shot.

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To accomplish this, the speed of the camera movement, volume of the audio, and amount of the logo shown, all increased progressively. At the same time, the duration of each shot decreased, further amplifying the impending conclusion.
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As seen in the shots above, numerous camera angles were utilized to showcase the marks defining features while presenting it at a monumental scale.
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Huge shout out to Rodney and the whole team at Rare.  
None of this work would have been possible without everyone’s contribution!

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Rare Design‍

Rodney Richardson     |     Principal + AD
Jeremy Nelson    |     Designer
Brian Billig   |     Designer
Cody Bass    |     Designer
Ben Barnes    |     Designer
Marie Seigfried    |     Project Manager

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Ole Miss Athletics
Landshark story

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