The basketball fans in Iowa had long referred to the Iowa Hawkeyes, the Iowa State Cyclones, the Drake Bulldogs and the UNI Panthers as the “Big Four”. The four schools decided to make it a formal brand and to create a one day event where they would all compete on the same court. Our assignment was to manage the process between the four schools (and the title sponsor, Hy-Vee) while designing an eye-catching graphic. The resulting rivalry brand highlighted these four great schools as well as the host city of Des Moines.