The Ex-Students' Association of The University of Texas is one of the nation's leading alumni associations. That being said, as a towering, complex, 130-year-old organization, it was essential for Texas Exes to project a single and clear image to its members, stakeholders and through the entire brand hierarchy. In a key transition period (which brought a new internal plan, core purpose, vision, and value system), we were brought into the organization to investigate, perform a brand audit, and re-brand the organization around their new core purpose and initiatives.
Plan of Attack
Our strategy was completely driven by primary and secondary research. We conducted a complete brand audit, including surveys to members and non-members, in-depth interviews, email campaign analyses, audience analyses, and more. We utilized the deep insights gathered from the Texas Exes community to drive the brand refresh and logo consolidation into one cohesive brand that all strands of the brand family wanted to rally behind.
The Texas Exes logo features custom-built type made to be used through all marketing and branding efforts. The 130-year-old logo required modernizing and unifying for all existing associated organizations, while also paying homage to the massive amount of tradition associated with the brand. Along with the new typeface designed specifically for Texas Exes, we created a new logo and brought structure to the overall brand.
responsive Website Re-Design
We built a responsive web system for Texas Exes that includes navigation for the many organizations (like the Alcalde) that fall under the larger brand.
We also created various other deliverables for Texas Exes, including giveaways like window stickers and the icon for their Texas Exes app. Hook 'Em.