University of Texas Medical Branch Marketing and Communications
Galveston, Texas
Rebranding of the University of Texas Medical Branch
Category: Achievement | 373. Team’s Body of Work Achievement
About Project
"Where Purpose Meets Passion: Transforming UTMB Health’s Brand for the Future"
Introduction: The Challenge
UTMB Health faced a pivotal moment: our brand needed to reflect the organization’s growth, innovation, and unwavering commitment to patient care. The existing identity no longer captured the depth of our mission or the energy of our people. Our team was tasked with leading a full-scale rebrand—one that would unify our message, modernize our look, and resonate with diverse audiences across Texas. And we had only 3 months to do it..
Our Approach
We began with research and listening:
Conducted stakeholder interviews across clinical, academic, and administrative areas.
Analyzed feedback and competitive benchmarks.
Identified key themes: trust, expertise, compassion, and community.
From these insights, we developed a brand platform anchored by the new tagline:
“Where Purpose Meets Passion.”
This phrase embodies UTMB’s dual commitment to excellence in care and the human connection that drives it.
Execution
Our team collaborated across departments to deliver:
Visual Identity Refresh: Updated logo, color palette, and design system for consistency across all channels.
Messaging Framework: Clear, compelling language for advertising, web, and internal communications.
Integrated Campaign Launch:
Multi-campus launch day event
Full-page print ads
:30 commercial
Brand Story Video
Digital campaigns (paid search, social, display)
Outdoor billboards (all changed out the day after the launch event)
Video storytelling featuring caregivers and patients
Full website redesigns for utmb.edu and utmbhealth.com
Updated digital assets across the enterprise
Updated collateral and high-impact signage
Internal Engagement: Town halls, toolkits, and training to ensure adoption across 13,000+ employees.
Impact
Brand Awareness: Increased recognition and positive sentiment in key markets.
Engagement: Social media engagement around the new brand was high, and campaign CTR exceeded industry benchmarks.
Alignment: Unified messaging across clinical and academic divisions, strengthening UTMB’s identity as a leader in health care and research.
Why This Work Matters
This rebrand was more than a design update - it was a cultural transformation. It gave UTMB Health a voice that reflects who we are today and where we’re headed tomorrow. Our team’s creativity, collaboration, and strategic thinking turned a complex challenge into a powerful, lasting brand evolution for years to come.
