What started over 135 years ago has become one of the largest alumni associations in the world. And it was time to reconnect alumni to the Longhorn Nation in a meaningful and consistent way.


With a new mission, vision and strategic plan, The University of Texas at Austin’s alumni association, the Texas Exes, asked us to rebrand the organization to ensure its relevance with key constituents.

Using our own comprehensive brand audit – which included email surveys, focus groups and dozens of interviews – we found high brand awareness and positive perception, but muddled messaging and visual identity. We developed a visual schema for the brand and created graphic standards for the organization. We also refreshed the group’s logo and alumni magazine, and helped with the internal and external rollout of the new branding.

Brand Audit
Story and Messaging
Visual Identity
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—Mark Jackson | Chief Development Officer