Brand & Marketing Task Force
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
- Advanced major brand initiatives, including the UT San Antonio brand video, VIP merger ceremony (Sept. 12), expanded brand booklet, brand migration listening sessions, and alignment with the Communications Task Force using shared metrics and KPIs.
- Continued brand migration across logos, websites, and branded resources, alongside planning for the January 2026 MarCom all-hands and development of the UT San Antonio Year in Review video.
- Outlined next steps focused on team development, paid media performance dashboards, creative campaign updates, continued brand and web migration, signage and wayfinding, brand guidelines, and brand and web governance.
- Placed sponsored merger content in The Chronicle of Higher Education, Inside Higher Ed, and LinkedIn.
UT San Antonio is actively progressing toward a unified brand identity, aligning both academic and health campuses under the newly launched parent brand. This migration is a foundational step in our journey to become one nationally preeminent university, strengthening our reputation and fostering a sense of unity.
We are hosting listening sessions with schools, colleges, centers, and institutes through December 2025 to understand unique needs and gather input. The Brand & Marketing Task Force will provide a comprehensive logo suite and brand guidelines to those entities to help transition smoothly beginning in early 2026.
- Executed an extensive brand rollout that included brand socialization sessions, brand campaign media placements and events that engaged faculty, staff, students and external audiences.
- Redesigned and launched new websites to support launch of the brand, notably new UT San Antonio homepage (utsa.edu) and the Our Story page (our.utsa.edu).
- Provided resources for internal employee audiences, including a Brand Toolkit, Web and Swag Guidelines, Quick-Start Guide for Web Managers.
- Co-leads hosted an Integrated University Brand Campaign Planning Summit in May 2025, bringing together marketing and communications professionals from both institutions for the first time.
- The task force secured approval for the new university logo and is continuing to develop brand socialization, campaign and working group initiatives.
- Members held listening and input sessions with internal and external audiences to gather insights for developing our new university brand narrative. Concurrently, our brand consultant, Prophet, conducted brand audits of peer institutions and synthesized audience perception research from both UTSA and UTHSA.
- With approval from the Integrated Executive Committee, the task force 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.
Task Force Team
Working Groups
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.
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.
