The horizontal We Teach Texas logo over the 11 A&M System universities it represents.
I directed a photoshoot with the Chancellor and 1st graders.
The following images are excerpts from the brand guide.
Since we were incorporating 11 brands, I had to be precise and simple on the visual execution.
This image shows guidance on how to handle logos for this campaign.
In every instance, most teams just need to be told what to do in order to fulfill a requirement. This gave us an opportunity to steer a consistent message and look.
This was one set of HTML5 ads I conceptualized for the agency that features the A&M System.
This HTML5 set is a proof of concept of how the digital ad will look for a university in the A&M System.
An example set featuring the A&M System that has limited space for content.
An example set featuring the a university in the A&M System that has limited space for content.
ClientS: Texas A&M University System department of Academic Affairs and support for 11 universities
Role(S): Brand development, social media management, campaign and messaging strategist
opportunity
In 2019, The Texas A&M University System Board of Regents sponsored a campaign to communicate the value of teacher preparation from our A&M System universities to Texas educators.
Governor Abbott tapped Chancellor Sharp of the A&M System to spearhead the Rebuild Texas Today Commission since the A&M System has been an example of state and national disaster relief.
challenges to overcome
BRANDING
With 11 universities and the A&M System branding involved, the branding needed to be simple and straightforward.
Solution
I built a brand guideline with respect to each university and its colors, using inverse logos.
With 11 universities and the A&M System branding involved, the branding needed to be simple and straightforward.
Solution
I built a brand guideline with respect to each university and its colors, using inverse logos.
MESSAGING
Not all institutions had spectacular value-added takeaways.
Solution
We worked with each university to create compelling headlines for each educator prep program, including a general message representing the A&M System.
Not all institutions had spectacular value-added takeaways.
Solution
We worked with each university to create compelling headlines for each educator prep program, including a general message representing the A&M System.
PARTICIPATION
The universities are usually over-tasked and understaffed. No one wanted a new mandate.
Solution
The AVP of Academic Affairs did not want this to be laborious for the universities, so I worked with her group to outline the best plan of action that can be absorbed internally.
The universities are usually over-tasked and understaffed. No one wanted a new mandate.
Solution
The AVP of Academic Affairs did not want this to be laborious for the universities, so I worked with her group to outline the best plan of action that can be absorbed internally.
FUNDING
A print and digital awareness campaign was envisioned, however, each university did not have the funds to contribute to a statewide initiative.
Solution
We advocated for funding from the Board to support the campaign.
A print and digital awareness campaign was envisioned, however, each university did not have the funds to contribute to a statewide initiative.
Solution
We advocated for funding from the Board to support the campaign.
YEAR 2020
Our #WeTeachTexas initiative took on a new meaning when the pandemic closed down public schools.
Solution
We kept our 'Why' as our story anchor, but the pandemic allowed us to reposition our initiative as a home for resources for public educators and administrators.
Our #WeTeachTexas initiative took on a new meaning when the pandemic closed down public schools.
Solution
We kept our 'Why' as our story anchor, but the pandemic allowed us to reposition our initiative as a home for resources for public educators and administrators.
tactics
My involvement with the initiative was off and on between 2018 - 2021
- Branding
- Messaging
- Art Direction
- Digital Ad support
- Facilitation and coordination
- Social media strategy and execution
- Short-form video