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 various outside marketing and communications agencies over the past few years to conduct extensive brand research. Our goal is to analyze the perception, meaning, and recognition of the UAB brand in its many forms, and to better understand how our brand connects with various constituents. This research is used to create benchmarks and inform decisions regarding future brand development, including a potential new visual identity system. A high-level view of the research is outlined below, and results and updates continue to be shared with campus stakeholders.
Please note: Brand research provides one of many data points for UAB to consider future branding decisions. At this time, there is no commitment to implement changes to the UAB brand.
Phase I
On-campus Focus Groups
During January and February 2019, several small focus groups were conducted by Lipman Hearne to engage multiple entities across UAB, including
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Focus Groups
- 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
During April and May 2019, online focus groups were conducted by Lipman Hearne to engage a sampling of alumni, prospective students, parents of prospective students, and high school counselors.
Online Surveys
Online surveys were deployed by Lipman Hearne to the following groups:
- August 19-30, 2019 – UAB alumni
- September 9-20, 2019 – UAB faculty, staff, and students
UAB Arts Focus Groups
In January 2020, UAB partnered with Birmingham-based New South Research to conduct a series of UAB Arts focus groups.
UAB Brand Research Town Hall
In early February 2020, Lipman Hearne presented research findings in a town hall-style event that was free and open to all UAB faculty, staff, and students.
The UAB Brand Research Committee
A large committee of cross-campus representatives was formed in August 2019 to review and discuss UAB brand research outcomes from Phase I, and collaborate on recommended post-research actions for Phase II. The committee met regularly through Spring 2021 before it retired. Committee members included:
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Committee Members
- Advancement - Katie McDowell, Director of Communications
- Advancement - Rebecca Gordon, Associate VP Development
- 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
- Callahan Eye Hospital - Leah Glenn, Communications Marketing Manager
- Collat School of Business - Molly Wasko, Prof/Assoc Dean
- College of Arts and Sciences - Mallory Brasseale, Communications Specialist
- Diversity, Equity & Inclusion - Ashleigh Aldridge
- Enrollment Operations - Chenise Ryan, Executive Director
- Facilities - Natalie Merrill, Facilities Communications Manager
- Faculty - Douglas (Doug) Barrett, Art and Art History Associate Professor
- Faculty - Stephen O'Connor, marketing professor, Health Services Administration
- Finance and Administration - Steve Murray, Executive Director Operations
- New Student Programs - DeeDee Barnes Bruns, Executive Director of Community Recruitment
- Office of the Provost - Karen Templeton, Director of Communications
- O’Neal Comprehensive Cancer Center at UAB - Beena Thannickal, Communications Director
- Organizational Learning & Development - Susan Coan, Executive Director
- Procurement – Ron Collins, Executive Director
- Research – Chelsea Crawford, Director of Research Development
- School of Medicine - Paige Dorman, Executive Director of Communications
- School of Optometry – Satina Richardson, Communications Director
- Student Affairs – Patricia (Patty) Martinez, Assistant Vice President of Student Affairs & Director
- Student Government Association - Tyler Huang, Vice President
- UAB Medicine - Adrienne Steading, Director of Marketing & Digital Strategy
- UAB Visual and Performing Arts – Lili Anderson, Executive Director
The following key staff from University Relations support the coordination and facilitation of the committee.
- University Relations – Rosie O’Beirne, Chief Digital Strategy & Marketing Officer
- University Relations – Barbara Perry, Brand & Licensing Director
- University Relations – Jim Bakken, Chief Communications Officer
- University Relations – Amy Bickell, Director of Creative Services
- University Relations - Annee Cook, Director of Marketing
- University Relations - Julie Keith, Assistant Vice President of Content Strategy
- University Relations – Evan Thrailkill, Director of Digital Strategy
Phase II
Creative Agency Selection
During October 2022, UAB submitted a request for information (RFI) to 18 different creative agencies across the U.S. to identify the best partner to refresh UAB’s visual identity system. Five agencies presented formal pitches to a small selection committee that included:
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Committee Members
- UAB Advancement - Katie McDowell, Sr. Communications Director
- UAB Athletics - Brad Hardekopf, Senior Associate Athletics Director for External Affairs
- UAB Collat School of Business - Julie Senter, Communications Director
- UAB Department of Art and Art History - Douglas Barrett, Associate Professor
- Faculty Senate - Joe March, Chair of Faculty Senate and Professor (College of Arts and Sciences)
- UAB Heersink School of Medicine - Paige Dorman, Executive Director of Communications
- UAB Medicine - Adrienne Steading, AVP of Marketing
- UAB Medicine - David Randall, Chief Strategy Officer
- UAB Performing and Visual Arts Consortium - Lili Anderson, Executive Director
- University Relations - Rosie O’Beirne, Chief Digital Strategy & Marketing Officer
- University Relations - Barbara S. Perry, Brand Manager
- University Relations – Annee Cook, AVP of Marketing
- University Relations – Amy Bickell, Director of Creative Services
Medicine Branding Survey
During April 2023, UAB launched an internal survey to select employee groups (below) to probe branding challenges affecting UAB Medicine and the UAB Heersink School of Medicine. This shaped subsequent focus groups, and dovetailed into work with our hired creative agency to refresh UAB’s overall visual identity system.
- Heersink School of Medicine
- Health System
- UA Health Services Foundation
- UAB Hospital
- UAB Callahan Eye
- Faculty in health-related schools and programs
Medicine Branding Focus Groups
During April/May 2023, UAB partnered with New South Research to conduct in-person and virtual focus groups that tested potential branding models for UAB’s future medicine branding. Participating audiences included
- UAB Heersink School of Medicine leadership
- UAB clinical staff
- Community physicians
- UAB Health System Leadership & clinical operations
- UAB research faculty
- UAB patients and potential UAB patients
Visual Identity Refresh
To help expand our reach and address brand challenges identified during previous research, UAB partnered with marketing and branding agency, Ologie, for a months-long project to refresh the UAB visual identity system. The scope of work began April 2023 and includes a three-phased approach:
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Discovery + Immersion (4-6 weeks)
- Project kickoff
- Review existing brand research and study of brand assets
- Audit of current identity architecture system
- Interviews and small group discussions with key internal stakeholders
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Visual System Strategy (7-10 weeks)
- Working session to clarify visual parameters that will establish the identity architecture system
- Key stakeholders input and buy-in
- Final approval on architecture strategy
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Creative Exploration (14-18 weeks)
- Iterative exploration of the visual identity system (logos, colors, typography) based on strategy developed in Phase II
- Concept/market testing
- Final artwork for all evolved and/or changed logos
While this work involves the participation and input of many key stakeholders across UAB, the project is managed by a small core team that connects weekly with Ologie:
- Rosie O’Beirne, Chief Digital & Strategy Officer – Marketing & Communications
- Barbara Perry, Brand & Licensing Director – Marketing & Communications
- Annee Cook, AVP, Marketing – Marketing & Communications
- Adrienne Steading, AVP, Marketing – UAB Medicine
- Paige Dorman, Executive Director, Communications – UAB Heersink School of Medicine
Market Testing
The creative exploration phase of the visual identity refresh includes market testing. UAB will launch an online survey January 24 - 31, 2024 to measure the strength and viability of potential logo designs. This research will help inform the university's decision on a final logo. Survey audiences include:
- Students
- Faculty
- Staff
- UAB Medicine employees
- Alumni and donors
- General public
Information Session
UAB Brand Refresh Information Session 1.19.24
UAB’s Chief Digital Strategy & Marketing Officer, Rosie O’Beirne, delivered a live update on the status of UAB’s brand refresh. Watch the recording to learn about the years-long process, get a sneak peek of potential new UAB logos from the creative agency, Ologie, and hear next steps for UAB.
Questions and Comments
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