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

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.

October 10, 2024

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

Anne Peters

Chief Marketing Officer and Associate Vice President for Marketing and Special Projects

Heather Adkins

Senior Vice President and Chief Marketing and Communications Officer

Members

UTSA

Brett Calvert

Senior Executive Director, Marketing and Special Projects

Tina Garza

Associate Vice Provost, Enrollment Marketing

CeCe Frost Griffin

Associate Vice President, Donor Engagement

Rebecca Luther

Senior Director, Academic Strategic Communication and Marketing

Kimberly Maldonado

Associate Vice President for Strategy and Executive Communications

Brad Smith, EdD

Deputy Athletics Director, External Affairs

UT Health San Antonio

Jennifer Bittle

Senior Director, Brand and Creative Services

Jennifer Horton

Assistant Vice President, Marketing and Communications

Lety Laurel

Senior Director, Communications

Eddie Tamez

Manager, Brand and Creative Design

Eve White

Assistant Vice President, Institutional Advancement

Lizette Yanes

Senior Director, Marketing and Communications