UT Thanks Day Rebrand
An attitude of gratitude
UT Thanks Day is an annual celebration, hosted by the donor relations team, honoring donors who create opportunities for UT students. The goal is to encourage as many students as possible to come out to help say, "Thank you" to the UT donors as part of stewarding their gifts. This attitude of gratitude helps with donor retention.
Challenge
The client had an established Thanks Day look built on the campus tower—UT's signature landmark, but a cold, architectural one. They wanted a more "humanized" and evergreen design overall to connect better with college students, without completely abandoning the established look.
Approach
We added the mascot and let it lead, the tower stepping back. A tower is the institution's self-image; a mascot is the student's—spirit, belonging, the campus they actually feel. Thanks Day belongs to students, so its brand should align to them, not the skyline. And because a mascot seldom changes, an annual event gains staying power. A bolder palette carried it across a busy plaza. Field guides did the rest—scripting volunteers on what to say and how to address a donor—so the warmth reached the table, not just the banners.
Video Storytelling
Two videos, two audiences. A fast-paced promo rallied students to show up, while a 90-second impact piece spoke to donors—the president on why gifts matter, students on what those gifts made possible.
Awards
Tyler enthusiastically stepped into a role where our new team needed fresh creativity, even when we weren’t sure where to start. It was a true privilege to collaborate with Tyler. He’s incredibly professional, thoughtful, and very easy to work with. Without his talent, attention to detail, quick turnaround, and ability to work well remotely, this campus-wide campaign would not have been so successful. Grateful for Tyler and all he does for us—I could not recommend him more!
Next Steps
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