Task Force Charter
To clearly define and articulate a visionary framework for the newly merged university, capturing this transformational inflection point and embodying the aspiration to be recognized as a world-class institution. This vision will serve as the cornerstone for a cohesive brand narrative and positioning that unites the university’s diverse components under one compelling, unified identity while preserving brand equity and fostering cultural and institutional integration.
Task Force Updates
December 10, 2024
Members are holding listening and input sessions with internal and external audiences to gather insights for developing our new university brand narrative. Concurrently, our brand consultant, Prophet, is conducting brand audits of peer institutions and synthesizing audience perception research from both UTSA and UTHSA.
November 15, 2024
With approval from the Integrated Executive Committee, the task force has selected a highly-respected national branding agency partner, Prophet, to develop our world-class brand narrative, engage stakeholders and roll out a high-impact, national awareness campaign.
October 10, 2024
Members are selecting a pre-qualified national branding agency partner to assist us with our world-class narrative, developing a scope of work and timelines, and researching integrated brand best practices at peer institutions.
Task Force Charge
The Branding Task Force is charged with overseeing brand development for the merged university, ensuring robust undergraduate, graduate, athletic, research, and patient care brands.
To clearly define and articulate a visionary framework for the newly merged university at this critical inflection point, as it aspires to be recognized as a world-class institution. This vision will serve as the cornerstone for a cohesive brand and visual identity architecture, uniting the university’s diverse components under one compelling, unified umbrella. The process will preserve brand equity, while fostering cultural and institutional integration, ensuring a strong foundation for the university’s future success.
Through thoughtful engagement with internal and external constituencies, this task force will develop a brand narrative and visual identity architecture that preserves brand equity while amplifying the comprehensive strengths and values of both institutions. The task force’s work will address cultural institution integration, communication strategy, legal and compliance considerations, market positioning and differentiation, brand architecture strategy, and long-term brand management.
The Branding Task Force will be engaged in September 2024 through at least the conclusion of Phase 1 (June 2025), and likely thereafter. Timelines, milestones, and expectations for working groups will be defined in respective charters.
Stakeholder Advisory Groups
Stakeholder Advisory and Working Groups — consisting of representatives from our stakeholder constituencies — will help shape our brand platform development, providing input at critical junctures. These groups will evolve with the process.
UTSA
- Faculty
- Staff
- Current Students
- Alumni
UT Health San Antonio
- Faculty
- Staff
- Current Students
- Alumni
- Residents
External
- UT System
- Prospective Students + Families
- Principal Donors + Philanthropists
- Athletics Fans
- Patients
- Corporate Partners
- Community Leaders
- Elected Officials
Task Force Members
Task Force Co-Chairs
Members
UTSA
UT Health San Antonio
The Unified Web Working Group will focus on ensuring the integrated institution’s websites align with its new brand. This work will serve as the foundation for ongoing website integration efforts, ensuring a seamless user experience and a cohesive digital presence for the newly merged institution.
Leads
UTSA
UT Health San Antonio
The Brand Guidelines Working Group will develop a comprehensive visual identity system and brand style guide for the integrated institution. This guide will inform how the merging institutions consistently communicate and implement the brand strategy and brand expression across all platforms, materials, and audiences.