TEXAS A&M UNIVERSITY

CHALLENGE

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​Just 37% of Americans outside of Texas knew or had an opinion about Texas A&M — vastly underrepresenting the institution's actual impact.​​​​​​​​

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THE STRATEGIC ROLE

​Served as AVP of Brand & Marketing Strategy and Brand Leader, also overseeing activations, research & analytics, and creative services teams. Chaired the Texas A&M Brand Committee, which included comms leaders from each of the institution's 17 major schools, while managing agency & partner relationships.​

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The strategic idea

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Following an in-depth discovery and development process, "Together, We Stand as a Force for Good." emerged as Texas A&M's first institution-wide brand positioning.  

BRINGING IT TO LIFE

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The strategic idea language in the positioning wound up becoming core to the external creative expression — informing brand identity, campaign and content strategy development, and activations at  South by Southwest and motorsports. The University's new Stories website was built to reflect the shift.

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IMPACT

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• +21% pre-post lift in national reputation among those exposed to new positioning/creative direction

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• Ranked #2 most visible U.S. public university (American Caldwell).

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• Only university recognized as part of Fast Company's Brands That Matter and Most Innovative Brands lists.

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• Finalist for Best Use of Video in the Content Marketing Awards.

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Developed with friends at Texas A&M and Ologie.

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