From Jefferson Roommates to Brand Builders

Roman Reed and Krish Sheth met as freshmen, roommates and teammates on the Jefferson baseball team. Over the years, they’ve shared practices, classes and the experience of growing within the Rams program. This year, their partnership took on a new dimension—one that moved beyond the field.

As student interns working between Jefferson Athletics and the University marketing department, Reed and Sheth helped shape a refreshed visual identity for Jefferson Athletics, bringing a student-athlete perspective to a university-wide branding effort.

“We wanted people to see Jefferson Athletics and immediately recognize who we are,” Reed says. “There’s so much pride here. We just needed to bring that.”

Defining the Opportunity
Jefferson Athletics is home to 17 NCAA Division II teams, conference championships and a strong academic track record among its student-athletes. However, Reed and Sheth saw an opportunity to present that excellence more cohesively across social media, apparel, facilities and recruiting materials.

“As athletes, we lived this every day,” Sheth says. “We know what Jefferson Athletics feels like. We wanted the brand to reflect that energy and pride.”

Reed, a visual communication design student, focused on visual consistency and storytelling. Sheth, a health sciences major pursuing a graduate certificate in organizational leadership, approached the project from a strategic lens, researching peer institutions and considering long-term impact.

The internship quickly evolved into a true collaboration.

“This experience has been mutually beneficial for everyone involved,” says Alexa Hayes, project marketing lead. “We’re incredibly fortunate to have such talented, driven students. In particular, Krish and Roman brought unique perspectives as former student-athletes who are still closely connected to the program. Their firsthand insight, paired with strong research and a constant flow of creative ideas, has made a meaningful impact in expanding and strengthening the athletics brand.”

Honoring Tradition, Elevating Identity
The goal wasn’t to reinvent Jefferson Athletics. It was to refine and unify it.

Working alongside Hayes, Assistant Vice President for Athletics Corey Goff and design lead Dan Falvey, the students contributed ideas that more closely aligned Athletics with the broader Jefferson brand, including incorporating the University’s signature “J” and creating more consistent visual standards across platforms.

“Krish and Roman played an essential role in shaping this project,” Goff says. “Their creativity and student perspective helped push us to think boldly from the start. Working closely with Alexa Hayes and the entire marketing team, we set out to enhance the visual identity of Jefferson Athletics in a way that honors our Rams tradition, unifies us with the broader Jefferson brand and demonstrates pride in the city we call home.”

By listening closely to fellow student-athletes and grounding their ideas in research, Reed and Sheth helped take meaningful steps toward a clearer, more distinctive identity—one that reflects Jefferson’s pursuit of excellence and mission to improve lives.

Built From the Inside
For Reed and Sheth, the work felt personal. They weren’t outside consultants studying a brand from afar. They were athletes who understood the culture firsthand—the commitment, camaraderie and pride that define the Rams experience. That perspective made a difference.

“Krish and Roman have been invaluable,” Falvey says. “Coming from the athletics program, they truly understand the culture, what it means to be a Jefferson athlete and the deep sense of belonging our community provides. Their insight, combined with their contributions to social media and graphic design, has elevated Jefferson Athletics, creating a unique footprint that’s authentically Jefferson.”

Seeing their ideas implemented, whether through social media graphics, branded materials or environmental updates, reinforced the impact of their work.

“There’s something different about seeing it in real life,” Reed says. “It’s not just a class project. It’s something your teammates wear, something recruits see.”

The internship also became a powerful professional experience. Reed learned how to design within established brand guidelines while still pushing creative boundaries. Sheth gained experience navigating cross-departmental collaboration and thinking strategically about long-term institutional identity.

“We received feedback and professional advice from leaders throughout the Jefferson Enterprise,” Sheth says. “The support from Nick Ragone, executive vice president and chief marketing and communications officer, and Tracy Donofry, vice president and executive creative director, has been incredible. Their input and guidance have been invaluable.”

Years after first meeting as freshmen, Reed and Sheth are still building something together: a stronger visual presence for the program that shaped them. If a prospective student visits campus or scrolls Jefferson Athletics online, they hope the message is clear.

“Pride,” Reed says. “You should feel proud to wear Jefferson across your chest.”