Orchestrating a Brand Evolution for a
National Research Powerhouse
The Challenge
As Interim Vice President for Communications and Marketing, I led a 27-person integrated team through a critical transitional period. The goal was to move the university beyond its reputation as a “hidden gem” and establish a bold, unified brand identity that reflected its status as a top-tier national research institution.
The Strategy
We initiated a comprehensive brand research study to identify the unique “UMBC DNA.” This wasn’t about a new logo; it was about defining a creative messaging framework that could be deployed across the entire campus ecosystem.
- Team Leadership & Optimization: Managed and mentored a diverse 27-member team, aligning departmental workflows with the university’s strategic goals.
- Brand Research Oversight: Launched a deep-dive research project to gather stakeholder insights, ensuring the new brand voice was authentic to faculty, students, and alumni.
- "Difference Makes a Difference": Developed and implemented core messaging that highlighted UMBC’s unique position at the intersection of grit and academic greatness.
- Omnichannel Alignment: Ensured the new creative strategy was seamlessly integrated into digital platforms, print collateral, and campus environments.
The Results
Team Cohesion
Transformed a large, siloed marketing department into a unified, strategy-driven internal agency.
Messaging Clarity
Delivered a finalized brand research foundation that served as the roadmap for all future university communications.
Institutional Pride
Successfully launched the "Difference Makes a Difference" campaign, significantly increasing brand recognition.
