EDISON, NJ (November 20, 2025) – The Metro Atlantic Athletic Conference (MAAC) has initiated a comprehensive Brand Repositioning project designed to strengthen the Conference’s identity and enhance clarity around its name and acronym, while honoring its 45-year history and tradition. As part of this effort, the Conference has selected Joe Bosack & Co., a nationally recognized brand strategy and design firm, to lead the project.
Since its formation in 1980, the MAAC has built a strong competitive and academic reputation across its member institutions. However, the Conference continues to face persistent confusion surrounding the “MAAC” acronym, due in part to its similarity to the Mid-American Conference (MAC) and frequent misinterpretation by external audiences. This has contributed to challenges in brand clarity and overall recognition.
The Brand Repositioning project is designed to address these challenges thoughtfully and strategically. The goal is to ensure that the MAAC stands out among the 32 Division I conferences with a clear, distinctive, and recognizable identity that reflects both its legacy and future direction.
“Too often, we have to explain our acronym or concede that we are ‘the other MAAC,’” said MAAC Commissioner Travis Tellitocci. “This initiative is about ending that confusion once and for all. Our goal is to establish a distinct, consistent identity that is recognizable, clearly communicates who we are, and allows the Conference to stand on its own without ever having to be explained.”
The project is currently in its Discovery and Assessment phase, which includes broad engagement with campus leadership, administrators, staff members, student-athletes, and coaches across the Conference. Input gathered during this phase will help guide the direction of the brand identity work. The initiative is being guided by the Conference’s Technology & Digital Marketing Committee, comprised of senior-level campus administrators, with support from the Conference office.
“This initiative represents a pivotal moment for the MAAC to strengthen its identity and ensure it reflects both the conference’s proud legacy and its forward momentum,” said Dr. Gerard J. Joyce, Chair of the MAAC Technology & Digital Marketing Committee and President of Mount St. Mary’s University. “Joe Bosack & Co. bring exceptional experience in higher education and athletics branding, and the committee is confident they are the ideal partners to help us elevate and unify how the MAAC presents itself across the national landscape.”
Joe Bosack & Co., based in Pottsville, Pennsylvania, brings decades of experience in sports and higher education brand identity. The firm’s portfolio includes brand development work for the Heisman Trophy, NCAA Final Four, Orange Bowl, College Sports Communicators (CSC) and several Division I conferences and universities nationwide.
“We are thrilled to be working to rebrand one of the most competitive conferences in NCAA DI athletics,” said Joe Bosack, founder and creative director at Joe Bosack & Co. “The MAAC and its member schools have plenty of athletic history as well as present day success to bring forward in an updated brand identity.”
The updated brand identity is targeted for launch in 2026.
About the Metro Atlantic Athletic Conference:
With 13 institutions strongly bound by the sound principles of quality and integrity in academics and excellence in athletics, the Metro Atlantic Athletic Conference (MAAC) is in its 45th year of competition during the 2025-26 academic year. Current conference members include: Canisius University, Fairfield University, Iona University, Manhattan University, Marist University, Merrimack College, Mount St. Mary’s University, Niagara University, Quinnipiac University, Rider University, Sacred Heart University, Saint Peter’s University, and Siena University.
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About Joe Bosack & Co.:
Joe Bosack & Co. has been active in collegiate institutional and athletic branding since its inception in 1998 and has developed or refined almost 100 brand identities. Most recently, the agency worked with the NCAA to update its Championships brand identity system, the Heisman Trophy Trust to reimagine the trophy’s brand identity, and the Jackie Robinson Museum on its new logo. More of the firm’s work can be seen at
JoeBosack.com.