Texas Creative

Crafting a concept that reflects a collaborative spirit.

Texas Creative, founded in 1979 as a sequence of university courses focused on the development of innovative advertising concepts, has been training art directors and copywriters for decades. With an incredible network of alumni, many of whom now lead global agencies, creative corporations, and impactful organizations worldwide, Texas Creative was the first of its kind. Entering its 45th year, the program sought an updated identity to celebrate its history, and embrace its future.

We were asked to reimagine the brand for Texas Creative, the world-renowned advertising creative sequence within the School of Advertising and Public Relations at The University of Texas at Austin, taking into consideration its well-known iterative processes of insight discovery and collaborative critiques.

A brand that’s more than meets the eye.

In the Texas Creative curriculum, ideas, and the work that follows, is the headline. So it was important to create an identity that worked as a simple structural system to showcase a wide variety of student work, which, naturally, manifests in many visual forms. In other words, the individual work shines, and the brand system supports.

The resulting identity blends monogram elements and clean visuals into a distinctive mark. Built from a T, X, and C, the mark embodies the spirit of discovery, vision, and new perspectives. The letterforms combine to create a whole, revealing elements of an eye, as well as critique session marks, and writing instruments. Through ideation, feedback, and collaboration comes new ways to see the world—and the big new ideas that follow.

Great ideas happen everywhere. Anywhere. Anytime.

The Texas Creative identity is designed to work flexibly across a wide range of media and applications, including print, digital, and motion, from websites and social platforms to curriculum materials, stationery, and gallery placards. Where creativity happens, the new Texas Creative brand is ready and waiting.