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.
I partnered across campus to bring the campaign to life, including Celebrate 125, a large-scale football field event featuring a coordinated drone show and a donor engagement experience.
The result was a cohesive, highly visible campaign that helped the university tell a more complete and compelling story about who we are.
Impact
Helped reposition TXST as an institution with deep historical roots
Developed a flexible campaign system adopted across campus
Integrated across major university moments and campus environments
Increased engagement through events and shared storytelling
Supported revenue generation through commemorative merchandise
Delivered a high-visibility celebration through the Celebrate 125 event