WashU Athletics engaged Advent at a moment of transition. In 2017, the Division III program hired a new athletic director and would soon replace a longtime chancellor and two longtime coaches. This represented a pivotal moment to understand and communicate the WashU story and brand that continues no matter the personnel. Through this partnership, WashU clarified a set of differentiators compared to similar institutions in the Ivy League and University Athletic Association. The Bears embraced a language to tell the story of the rare top-20 academic institution that competes for NCAA team and individual championships in nearly every sport.