Rutgers Newark Launches New Mascot with Branding & Design from Phoenix Design Works!
Newark, NJ [February 23, 2025] - The Rutgers Newark Scarlet Raiders have launched their new “Game Day” Live Event Mascot created by Phoenix Design Works! The new mascot design and production is based on the new logo branding program also created by Phoenix. The new mascot will engage with the Rutgers Newark community of constituents and stakeholders such as students, student athletes, fans, alumni and boosters, functioning as a good will ambassador and university representative.
“Amy, Jamie and Phoenix Design Works worked with Rutgers Newark to develop the new look of our mascot and oversaw the production from start to finish”, said Kimberlee Williams, Director of Communications and Marketing, Rutgers University, Newark. “We started this logo project to refresh the mascot logo and reconnect the Scarlet Raider with the Rutgers Newark community. We launched the logo and unveiled the new mascot costume and character last week.”
“We absolutely love working with Kimberlee and all our friends at Rutgers Newark," said Amy Skiles, Phoenix Design Works SVP Business Development, Client Service. ”Kimberlee and her team were so great to work with on their new mascot branding - Everyone contributed to the process in so many smart and exciting ways, it’s been a wonderful experience working together!”
“It is a joy, as always, to work with Kimberlee and her team at Rutgers Newark! Everyone has been such wonderful team players to work with,” said Jamie Skiles, Phoenix Design Works President & Creative Director. “Each aspect of building the brand presents new opportunities for us to create exciting and original content for the brand story as we work together to build the Rutgers Newark Scarlet Raiders brand. The live event or “Game day” mascot has been a great new chapter for us all - It’s wonderful to see the mascot suit so closely correlate to the graphic branding. All brand assets come together to create a strong and unified branding program for Rutgers Newark and all of the university’s many constituents. The combined efforts of all of us working together has given us a mascot that not only is visually within the overall character of our brand, but is also designed to deliver the range of emotion and excitement we want our brand to convey as well - The new Rutgers Newark Scarlet Raiders mascot will be a dynamic and enthusiastic Brand Ambassador for the institution, and will help to bring community alliances and fan engagement to new levels of enthusiasm for the university!”
Phoenix Design Works creates branding & identity programs, advertising & promotion campaigns, and new product development. Phoenix has created comprehensive brand & logo identity programs for hundreds of America’s best known sports & entertainment properties including Rutgers Newark, the NJAC Conference and fellow constituent schools; Kean University, Montclair State University, Ramapo College & Rowan University, the ECAC Conference and fellow constituent schools; Binghamton University, Boston University, Brown University, Bryant University, Colgate University, Delaware State University
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