To better understand what the UAB brand represents, how we see ourselves, and set the stage to answer big questions on the horizon, UAB has partnered with an outside marketing and communications agency, Lipman Hearne, to conduct extensive brand research throughout 2019. A high-level view of the planned research is outlined below, and research results will be shared with campus stakeholders. Our goal is to analyze the perception, meaning, and recognition of the UAB brand in its many forms. We also want a better understanding of how our brand connects with our various constituents. This research will be used to help create benchmarks and inform decisions regarding future brand development, including a potential new logo.

Phase 1: On-campus Focus Groups

In January and February, several small focus groups were conducted to engage multiple entities across UAB, including:

  • Health System Executive Leadership
  • School of Medicine Leadership
  • Undergraduate Admissions Staff
  • Graduate Admissions Staff
  • Graduate and Professional Students
  • Undergraduate Students
  • Alumni
  • Staff
  • Deans
  • Campus Executive Leadership
  • Faculty
  • Communications Staff
  • Development and Alumni Staff
  • School of Medicine Faculty
  • Student Affairs
  • Diversity, Equity, and Inclusion
  • Athletics
  • Community Partners

Online Focus Groups

In April - May, online focus groups were conducted to engage a sampling of alumni, prospective students, parents of prospective students, and high school counselors.

Phase 2: Online Surveys

Online surveys will be deployed to the following groups:

  • August 19-30 – UAB alumni
  • September 9-20 - UAB faculty, staff, and students

Phase 3: Additional Focus Groups

During winter, additional focus groups will be conducted to hone in on specific questions raised during previous brand research.

Phase 4: Research Reporting

In the winter, all brand research data will be compiled, analyzed, reviewed, and could potentially lead to brand changes (e.g. brand refresh, new logo, and / or marketing campaign) that would be implemented in 2020. Brand research results will be shared with campus stakeholders.

The 2019 – 2020 UAB Brand Research Committee

A committee of cross-campus representatives was formed in August 2019 to review and discuss UAB brand research outcomes and collaborate on recommended post-research actions. The committee will meet every other month through summer 2020. Current committee members are:

  • Alumni Affairs - Jennifer Breland, Assistant Vice President of Alumni Affairs
  • Alumni Representative - Nathaniel Wade
  • Alumni Representative - Sam Miller
  • Athletics - Brad Hardekopf, Senior Associate Athletic Director
  • Athletics - Erin Kraebber, Associate Athletic Director
  • College of Arts and Sciences - Julie Keith, Director of Communications
  • Facilities - Natalie Merrill, Facilities Communications Manager
  • Faculty - Douglas (Doug) Barrett, Art and Art History Associate Professor
    Stephen O'Connor, marketing professor, Health Services Administration
  • Finance and Administration - Melanie Martin, Program Coordinator
  • New Student Programs - DeeDee Barnes Bruns, Executive Director of Community Recruitment
  • O’Neal Comprehensive Cancer Center at UAB - Beena Thannickal, Communications Director
  • Procurement – Ron Collins, Executive Director
  • School of Medicine - Paige Dorman, Executive Director of Communications
  • School of Optometry – Satina Richardson, Communications Director
  • School of Public Health - Rebecca (Becky) Armstrong, Communications Director
  • Student Affairs – Patricia (Patty) Martinez, Assistant Vice President of Student Affairs & Director
  • UAB Medicine - Adrienne Steading, Director of Marketing & Digital Strategy
  • UAB Visual and Performing Arts – Lili Anderson, Executive Director
  • University Events – Kay Simon, Director
  • University Relations – Amy Bickell, Director of Creative Services
  • University Relations – Barbara Silor Perry, Brand Manager
  • University Relations – Evan Thrailkill, Senior Marketing Manager
  • University Relations – Rosie O’Beirne, Interim Associate Vice President of Digital Strategy & Marketing


If you have questions, or would like to learn more, please contact This email address is being protected from spambots. You need JavaScript enabled to view it..