Challenge
The Baptist University of the Americas (BUA) is a mission-driven institute of higher learning tucked away in the heart of the Hispanic community in San Antonio, TX. However, many of its closest neighbors are unaware of its existence, let alone its affordability or its expanding degree programs.
This lack of awareness also extends to donors as well. Currently, the Southern Baptist Convention provides a large part of BUA’s funding. In order to compete and grow, BUA must attract, educate and engage new donors.
The challenge for BUA is to create a brand identify for the University that reinforced it’s core mission while presenting a relevant, professional and confident image.
Insight
Founded in 1947 as the Mexican Baptist Bible Institute, the University has always attracted a strong Hispanic student population. BUA enrolls more Hispanic ministry students in its Biblical/Theological program than the other eight Texas Baptist universities and the two seminaries combined. Over the past 60 years, BUA has developed a deep cultural understanding and sensitivity to serving the needs of underserved populations. As a result, BUA is ideally qualified to address the education gaps Texas faces now and in the future.
Solution
Mercury Mambo initiated extensive conversations with students, faculty, and administrators to gain an in-depth understanding of their current perceptions and their vision for BUA. Through these conversations, it became clear that the level of attention, dedication and the thoughtfulness provided by BUA served as the catalyst for student success. As a result of this experience, a true sense of servant leadership was/is instilled within all students.
Moving forward, it became paramount to balance the sense of empowerment and leadership with the grace, gratitude and compassion at the University’s core.
Results
A new brand identity resulted from this extensive work. The full brand rollout is scheduled to be complete for the fall semester of 2011. Highlights of the rebrand include:
Color Palate: Red, Yellow and Black were carried over from the previous identify as a visual reinforcement of the University’s heritage and forward evolution.
Tagline: Changing Our World.