The New Piedmont Highlanders
Every school has a special, cherished story from their past that sparks innovation in the future.
Gridiron Labs worked with Steve Humphries, media director and longtime brand ambassador, to donate a new brand strategy to Piedmont High School, a championship school with a very gender-diverse athletic program. We aimed to mold a forward-thinking system of elegance, bravery, and Scottish tradition that appeals equally to male & female athletes. 

A series of polls and votes by the leadership, staff, student body, and alumni molded this brand into a widely accepted movement that had an 85% popularity rating. The outcome has resulted in a steady increase in student merchandise, apparel and fan gear sales with the new brand language.

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