TXST 125
Celebrating the university’s past while repositioning its future
Texas State’s 125th anniversary was an opportunity to reshape public perception of the university.
Despite rapid growth, many still viewed TXST as a relatively young institution. In reality, it has deep roots as a teachers college, with a legacy tied to public education and national impact—President Lyndon B. Johnson signed the Higher Education Act on our campus. We saw an opportunity to reconnect the university—and the public—to that story.
I helped lead the development of TXST 125: The Legacy of Tomorrow—a university-wide campaign designed to honor our past while reinforcing our forward momentum.
We created a flexible campaign system—including a distinct anniversary identity, digital storytelling platform, and visual language—that could scale across events, communications, merchandise, and campus environments. This included a commemorative issue of Hillviews magazine that brought the university’s history to life through long-form storytelling.
In partnership with teams across campus, we activated the campaign through a range of experiences—from the Celebrate 125 football field event, featuring a coordinated drone show, to donor engagement initiatives and campus-wide programming.
The result was a cohesive, high-visibility campaign that reframed TXST as an institution with both a meaningful legacy and a bold future.
Impact
87,334 users visited the TXST 125 campaign website
130,822 video plays of The Legacy of Tomorrow
78,600+ attendees across TXST 125 events
Helped reposition TXST as an institution with deep historical roots
Created a flexible campaign system adopted across campus
Integrated across major university moments and environments
Increased engagement through shared storytelling and events
Supported revenue generation through commemorative merchandise
Delivered a high-visibility, campus-wide celebration through Celebrate 125