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UTSA Alumni Rebrand: Building Connections "For the Long Run"

UTSA Alumni Rebrand: Building Connections 'For the Long Run'

Year: 2024
Award Level: Grand Gold
Award Winner(s): University of Texas, San Antonio
Award: Circle of Excellence
Category: Marketing | Branding Programs | Branding (Department or Subunit)
See award winning materials(link is external) See award winning materials(link is external)
From the Nominator

The University of Texas at San Antonio (UTSA) Alumni Association recently unveiled its branding initiative to better engage with our Roadrunner community. Before the rebrand, a focus group concluded that our branding consisted of a mash-up of various university and athletic marks that weren't identifiable or connected to the overarching UTSA brand. We had very little brand consistency, and we were not effectively telling the story of who we are to the world. It was time for us to distinguish ourselves with a fresh identity and revitalized vision. Through the process, we adopted the slogan “For the Long Run,” which is a play on the university’s motto, “Now and Forever, I am a Roadrunner,” and, of course, also a play on the words of our mascot, the Roadrunner. The goal of our alumni engagement efforts fits perfectly into this four-word sentence. Our job is to keep alumni connected to the friendships, passion, support, community, and fun... the rowdy of UTSA. The logo is vibrant, modern, and easily identifiable. It contains the main university mark for easy identification, but, through strong graphical elements and the heavy use of orange, it sets the alumni association apart from the university’s branding.

From the Judges

The successful rebranding of the UTSA Alumni Association was accomplished through collaboration with a brand agency, staff, and the Roadrunner community. By conducting surveys, focus groups, and interviews, the alumni association gained valuable insights into perceptions and attitudes. They managed a clean, well-prepared rebrand within budget, resulting in a resonant new identity that earned widespread acclaim. Additionally, their creative and original swag effectively engaged alumni, strengthening their connection to the association.

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    Learn about the common set of standards, guidelines, and definitions for reporting the results of educational philanthropy activities at schools, colleges, and universities across the globe.  

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    CASE’s annual Circle of Excellence Awards showcase outstanding work in advancement. Meet our exceptional award winners.

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    In celebration of CASE’s 50th anniversary, CASE is proudly establishing the Future Fund – a visionary philanthropic initiative poised to support and shape the future of the advancement profession. Support the Future Fund. 

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