ELEVATE APP STATE

"Elevate App State" is a student-led campaign developed by me to create a rally cry that reflects the unique identity and spirit of Appalachian State University. The university’s current chant, “Roll ’Neers,” borrows heavily from Alabama’s “Roll Tide” and, through extensive research, I found it lacked originality, cultural connection, and emotional impact within the App State community.

My goal was to craft a new rally cry that’s memorable and energizing, that fully embodies what it means to be a Mountaineer.

Below, you’ll find my full campaign process: research insights, media planning, creative strategies, design executions, and more — all leading to the final concept and campaign delivery.

PROBLEM

Appalachian State University's current rally cry, “Roll ’Neers!”, is widely perceived as an adaptation of Alabama's iconic “Roll Tide!” slogan. Through research and brand analysis, it became clear that the phrase lacked originality, emotional resonance, and a distinct connection to Appalachian State’s unique identity and community. The university’s spirited culture deserved a rallying cry that felt authentic, memorable, and deeply rooted in Mountaineer pride.

SOLUTION

Develop a new rally cry that feels original, powerful, and distinctly “Mountaineer" while embodying Appalachian State University’s unique spirit. The phrase should resonate with students and alumni alike, fostering pride, unity, and identity while setting the university apart from others in the collegiate landscape. Most importantly, it should feel like it belongs to the App State community — something they’d be proud to chant, wear, and rally behind for years to come.

CLICK FOR RESEARCH

Students' responses when asked for their opinion on “Roll Neers” being closely related to Alabama’s “Roll Tide":

“Poorly, it feels like we lack originality, BUT it is fun.”
“Feels like it makes us lesser.”
“Makes it unoriginal”
“I feel like it’s cringey. Like a cheap ripoff. We need something better.”

THE CREATIVE

CLICK FOR FULL PRESENTATION

If you have a moment, I highly encourage you to check out the full presentation for this campaign. The presentation includes research insights, proposed solutions, rollout timelines, and a range of creative strategies designed to embed the new rally cry into the culture of Appalachian State University. This is a campaign I was truly proud to put together to showcase my love for the university.