Rebel brands. Bold strategy. Purpose driven design. In this LAUNCH lecture, Jennie Myers takes us inside the real work of branding at a high level. As the founder of Against, a creative consultancy for challenger brands, and an Associate Clinical Professor of Innovation and Design at Boise State, Jennie brings more than 20 years of experience blending clarity, courage, and strategy. In her session, she walks through the behind the scenes process of branding a professional soccer league. From early positioning to final execution, Jennie unpacks the decisions that shaped the identity and the thinking that made it resonate. This talk is a masterclass in turning chaos into clarity and ideas into meaningful impact. Visit our website to explore upcoming programs and ways to connect.