Going into this project, I understood that the voice for CougarFEAST needed to incorporate everything it means to be a Cougar fan. The brand would be presented as if developed by the players, for the fans. A way for Cougars to connect with their football team, no matter where they lived in the nation. The tagline "On Game Day, FEAST Like a Cougar" came quickly, and was solidified in its importance during interviews with players where I asked each one to state the tagline as if hyping up their teammates for a big game. The resulting clips gave chills and the brand voice naturally filled in with a sense of urgency and connection. A feeling of "you get to feast like your favorite Cougars. What are you waiting for? Order a Game Day box, NOW!"