Texas A&M AgriLife has partnered with New City Media to research the AgriLife brand and digital presence in order to develop a strategic path forward, beginning in 2021. This partnership will assess the state of AgriLife’s brand identity, core messages and web presence. Beginning in the later half of 2021, AgriLife will begin executing on the institutional goal of brand unification and the integration of AgriLife’s digital presence. This partnership is meant to empower AgriLife team members and partners with resources, tools and strategies to grow and evolve the AgriLife brand in a cohesive and intentional manner.
While this will be a multi-year initiative, the below timeline introduces the 2021 scope of work for this strategic approach. This timeline will continue to evolve and be updated by AgriLife Marketing and Communications.
Frequently Asked Questions
Are we re-branding?
The Texas A&M AgriLife name is not going away. Instead, we are looking at opportunities to make relationships between our agencies, departments and programs more clear, which is in alignment with the Texas A&M AgriLife Strategic Plan. This work strives to showcase the breadth and depth of knowledge and expertise that exists within this comprehensive organization.
Updated brand guidelines are forthcoming.
What’s the new philosophy on our digital presence?
We are shifting our focus from web creation to web enhancement. How can we enhance the experience of our audiences when they engage with our websites? How can we make their experience more seamless?
For many years within the organization, websites were built as they were requested, without a comprehensive plan for how the sites would interact, or if the approach unintentionally split the user experience or created two sites under the same umbrella that ‘battled’ for viewership.
What will happen to my website?
At this point in the project, we cannot comment on recommendations for specific sites or pages.
Any recommendations that are put forward will be informed by stakeholder research and industry best practices and will be vetted in partnership with college or agency leadership. Comprehensive research performed during 2021 will inform these decisions, as well as uniquely focused research to specifically evaluate individual sites—which is forthcoming.
Why does my site need to be reviewed? I am reaching my audiences fine.
The team is working to ensure all the credible and valuable information and updates, like those that you provide to your target audiences, are even more widely accessible, affiliate with the master brand(s), and align with industry best practices for successful, seamless online experiences.
What about my programmatic logo?
At this point in the project, it is too early to comment on recommendations for programmatic logos or brand identities. Any recommendations will be informed by stakeholder research and industry best practices.
When will we know more about future web redesigns?
With more than 800 websites under the AgriLife umbrella, this will be an intensive, multi-year project. The initial focus will be on AgriLife Extension’s digital presence, but an outline of future web projects will be conducted during phase 3 of the project.
How long until my site can get re-designed or I can get a site created?
Until the project is further along, the Marketing and Communications team is not re-designing or creating new sites outside of the scope of the overall project. For the time being, Marketing and Communications continues to guide web management like content updates (text, images and faculty profile updates) on existing websites, as well as accessibility and software and security updates.
There is one exception—College departmental sites. Marketing and Communications has a comprehensive plan to transition department websites into the new, updated College design. This work will happen in parallel with the work of New City.