TXST Next
Driving enrollment and awareness through a bold, distinctive brand platform
As Texas State continued to grow, we saw a disconnect between the university’s momentum and how the brand was being perceived—particularly among prospective students and the broader Texas market.
Traditional higher education marketing wasn’t breaking through. To increase awareness and support enrollment, we needed a more distinctive, attention-grabbing approach—one that would stand apart in a crowded landscape and resonate with a new generation.
I helped lead the development of TXST NEXT, a brand platform designed to bring new energy, visibility, and cohesion to how the university communicates. Rather than focusing on differentiation alone, we leaned into a strategy of distinction—creating something bold and disruptive that could capture attention and make the brand more recognizable, memorable, and easy to engage with.
The campaign introduced a more expressive visual language and confident voice, drawing inspiration from brands outside higher education. At its core, it positioned students at the center of the story—creating moments, activations, and experiences that gave them a sense of ownership and visibility within the brand.
To extend reach and engagement, we explored nontraditional tactics including wild postings in key markets, limited-edition merchandise drops with student influencers, and the Wear NEXT upcycling event—where over 550 shirts were repurposed, connecting sustainability with school spirit. A campaign toolkit and self-service templates also enabled adoption at scale across campus.
The result was a more visible, culturally relevant brand that strengthened awareness, improved perception, and helped position Texas State for continued growth.
Impact
Contributed to record first-year classes for three consecutive years
Increased brand visibility and awareness in key Texas markets
Improved perception of Texas State among the general public
Enabled campus-wide adoption through toolkits and self-service templates
Created high-impact, student-centered brand activations and experiences
Achieved fundraising goals for the first time since 2014
Earned national recognition, including AMA Higher Ed Marketing Team of the Year (2022), multiple CASE Circle of Excellence awards, and UCDA awards
