One University’s Story of Purpose-Led Vision
The University of Mary Hardin-Baylor in Belton, Texas, is united in a bold vision for the future:
To be the university of choice for Christian higher education in the Southwest.
Ideas of such dimension call for equally bold action. Putting power behind their vision, UMHB recently embarked on a major branding initiative.
Prioritizing current marketing, communication, and advancement planning, the university’s leadership engaged 5° Branding in a comprehensive brand audit and refinement followed by a fresh enrollment marketing campaign.
UMHB launched the brand in the summer of 2022, incorporating all new printed materials, storytelling videos, and campus signage. Ashley Smith, Director of Marketing and Public Relations, reported on the initial rollout: “I love how the new branding truly reflects the UMHB people and experience. It’s friendly, authentic, and deeply rooted in Christ.”
Dr. Rebecca O’Banion, Vice President for Advancement, shared that “Students, trustees, alumni, members of the community, and parents have commented on how the campus looks so polished and spirited.”
LET’S TAKE A LOOK AT HOW IT ALL CAME TOGETHER.
THE DISCOVERY PROCESS
Foundational to the project, the 5° Branding team engaged in a multi-faceted discovery phase, including both qualitative and quantitative research components.
For in-depth input from the campus community, the 5° team visited the campus for a series of interactive brand workshops. Interaction with UMHB students, faculty, staff, administration, and alumni gave insights to the university’s defining strengths, course for the future, and important areas for growth.
Concurrent with the qualitative discovery, 5° also conducted comprehensive quantitative surveys of key constituent groups. Analysis of the survey data supported the workshop findings by measuring the depth and scope of opinions, priorities, perceptions, and concerns.
Smith described the research phase as “crucial” to the success of the project, revealing important elements that guided the work.
O’Banion pointed particularly to the in-person aspects of the discovery phase. “When I read some of the storytelling that 5° produced after they came to campus, I was overwhelmed. They somehow captured the essence of who we are in that visit and told our story in a compelling way in a few words.”
THE DISCOVERY FINDINGS
Research across the discovery process consistently demonstrated many strengths of the university. Notably, there was unequivocal unity in core values and a shared sense of mission among constituent groups. The university’s identified attributes included:
A Christ-centered atmosphere fostering spiritual growth
Ideal university size
Highly regarded faculty offering personal attention
An attractive campus with a number of standout features
Guidance in vocational calling and career preparation
Holistic, faith-based life preparation
In summary, we heard the UMHB community tell us: We want people to know, “something’s going on here” that sets us apart.
The Heart of the Discovery
5° Branding knew that presenting UMHB’s one-of-a-kind story—the singular blend of distinctive qualities that make UMHB the special place that it is—would indeed set the university apart from other schools in the region. Understanding the attributes of the university that are demonstrated in a distinctive way, or with distinctive priority, guided us to the heart of UMHB’s identity.
But how could they take so many strong features and encapsulate those in one distinctive promise for prospective students?
The secret was in the “Why.”
Throughout our visits at UMHB, 5° saw a visible commitment that resonated altogether with distinct intentionality: “We’re here for a reason.” This is why the university’s leadership had established its bold region-leading vision. The unifying, driving passion pointed to what would be identified as the “essence” of the UMHB brand:
We learn and grow in community for purpose—grounded and motivated by faith.
Capturing this essence led easily to an ownable, authentic brand promise: Your Purpose Is Our Promise.
TELLING THE STORY
Launching the new brand called for expressive messaging to reflect the university’s heartfelt passion. UMHB landed on a “rally cry” as the brand’s call to action that would be central to storytelling:
Live on Purpose.
The rally cry is not just a statement. It’s about making a statement. UMHB wants each student to understand: You’re called to a life of purpose. We’re here to help you discover the remarkable potential God has given you to follow his calling—with purpose.
New marketing materials showcase the personality of the university—upbeat, personal, and vibrant. The UMHB letters lead a visual style that is colorful and bold. Storytelling videos bring the message to life with a glimpse into the energetic UMHB experience.
Purposeful Partnership
Looking back on the process, Smith and O’Banion reflect on the project’s success and the planning that started even before the project began. Recognizing the scale of the branding and enrollment marketing project, O’Banion said, “We needed a partner we could fully trust, and we knew 5° was that partner.”
“Our long-term partnership with 5° contributed to our desire to work together again in this capacity,” Smith explained. “We also interviewed half a dozen institutions that worked with 5° on similar branding projects and heard nothing but wonderful things about their creative work and how they served their clients well.”
“The 5° team feels like an extension of our UMHB family,” Smith and O’Banion agreed. “They ‘get us’ and have our best interests at heart.”
DELIVERABLES INCLUDED AN ENTIRE SUITE OF UNDERGRADUATE ENROLLMENT MATERIALS FROM VIEW BOOK TO TRAVEL COLLATERAL, ACCEPTANCE MATERIALS, AND DIGITAL COMPONENTS.
Equipped for the Vision
So what about that bold vision for the future?
On a campus splashed with purple and gold and teeming with a message of purpose, the vision is more vivid than ever. “The new brand equips us with strong messaging, bold visuals, and meaningful storytelling,” Smith said, “which allows UMHB to stand out in the crowd of Christian universities in Texas.”
To learn more about the distinct 5° research and branding process and participate in a no-fee brand consultation, contact us today.
