Talking Stick - July/August 2013 - 40

living as part of the overall collegiate
experience.

EDucatIon aS a BaSE

Brand Honors Campus History and Heart
The priority to preserve history and honor alumni in the design of a new
residence hall directly correlates with the brand at Texas A & M (TAMU) in
College Station, an institution with a long history and strong traditions. The
“Aggie Spirit” is ingrained in campus traditions like the Aggie ring, which
symbolizes the values of excellence, integrity, leadership, loyalty, respect,
and selfless service; and the 12th man, the extra player who waits, selflessly
ready for duty if and when the team needs him. When three residence halls
were demolished for construction of the new Northside Residence Hall,
honoring their history was a priority. Treanor Architects and SHW Group,
the design firm and architect for the Northside project, used the project
mission statement as a guide for the design.
The new Northside Residence Hall will be a world class livinglearning community and destination – a place to live at the Heart of
the Aggie Experience that celebrates diversity and draws students
together through academic success, history, tradition, and spirit.
This sustainable and environmentally friendly facility will seamlessly
blend indoor and outdoor experiences. Serving as the “living room”
for the Northside community, this innovative, creative, and fun
residence hall will feel like home.
With this mission in mind, the design team made a strategic decision
to incorporate the long history of the previous residence hall buildings
into the fireplace. “In any building, after a fire or demolition, the fireplace
is always the last thing standing. Northside’s fireplace is the heart of the
building and a focal point, acting as a symbol of permanence,” says Nadia
Zhiri, vice president and principal at Treanor.
Bricks from the original halls were used to build Northside’s lobby
fireplace, and trees from the original site were used for the wooden mantel.
“TAMU is the best at leveraging their brand through rich traditions. Their
well-represented history instills a sense of community, respect, and civility
in their students and alumni,” says Don Hensley, higher education practice
director for the SHW Group. “This fireplace is a tribute to the alumni
who lived in the residence halls and created their own memories and
traditions.” In addition to preserving parts of the original buildings in the
fireplace, they have also displayed artifacts recovered during the demolition
process in the lobby and throughout Northside.

One of the first steps in educating
staff is to make sure they understand
what branding means. A brand
is much more than a logo or a
combination of colors or a distinctive
typeface; it is something that is
incorporated into all points of
public contact within an institution,
especially the staff who are living
out the brand every day. Since
staff outside of the marketing and
communications departments
are often responsible for creating
marketing pieces or using the brand
logo, they need to understand the
basics of branding strategies and
management.
Staff training and education was
an important component of Louisiana
State’s attempt to institutionalize
their brand. After an extensive
market research study, they decided
that the best way to project the value
of their academic programs and
student services was to capitalize on
existing brand awareness. The fact
that LSU was already identified by
its size, school spirit, and athletic
programs provided a base for a
campus-wide campaign to provide
communications staff with training
on how to incorporate new brand
standards into their marketing pieces,
communication, web design, social
media efforts, and more. “At first the
brand standards can feel limiting,”
says Catherine David, assistant
director of communications for
residential life. “But ultimately they
drive creativity in our area. We are
challenged with finding new ways to
fit the experience of living on campus
into the bigger picture of LSU.”
Training in how to promote the LSU
brand was extensive. In addition to
receiving information from standard
branding materials like a style
guide and branding book, campus
communications staff are invited
to take part in monthly meetings.



Talking Stick - July/August 2013

Table of Contents for the Digital Edition of Talking Stick - July/August 2013

Talking Stick - July/August 2013
Contents
New Member Highlight
Vision
Just In
Your ACUHO-I
Transitions
Res Life
Business Operations
Facilities
Calendar
Common Space for the Common Good
Marketing the Residential Experience
Conversations
First Takes
Reporting Out
New Members
Snapshot
Talking Stick - July/August 2013 - Talking Stick - July/August 2013
Talking Stick - July/August 2013 - Cover2
Talking Stick - July/August 2013 - 1
Talking Stick - July/August 2013 - 2
Talking Stick - July/August 2013 - Contents
Talking Stick - July/August 2013 - New Member Highlight
Talking Stick - July/August 2013 - 5
Talking Stick - July/August 2013 - Vision
Talking Stick - July/August 2013 - 7
Talking Stick - July/August 2013 - Just In
Talking Stick - July/August 2013 - 9
Talking Stick - July/August 2013 - 10
Talking Stick - July/August 2013 - 11
Talking Stick - July/August 2013 - 12
Talking Stick - July/August 2013 - Your ACUHO-I
Talking Stick - July/August 2013 - 14
Talking Stick - July/August 2013 - Transitions
Talking Stick - July/August 2013 - Res Life
Talking Stick - July/August 2013 - 17
Talking Stick - July/August 2013 - 18
Talking Stick - July/August 2013 - 21
Talking Stick - July/August 2013 - Business Operations
Talking Stick - July/August 2013 - 21
Talking Stick - July/August 2013 - 22
Talking Stick - July/August 2013 - 23
Talking Stick - July/August 2013 - Facilities
Talking Stick - July/August 2013 - 25
Talking Stick - July/August 2013 - 26
Talking Stick - July/August 2013 - Calendar
Talking Stick - July/August 2013 - Common Space for the Common Good
Talking Stick - July/August 2013 - 29
Talking Stick - July/August 2013 - 30
Talking Stick - July/August 2013 - 31
Talking Stick - July/August 2013 - 32
Talking Stick - July/August 2013 - 33
Talking Stick - July/August 2013 - 34
Talking Stick - July/August 2013 - 35
Talking Stick - July/August 2013 - Marketing the Residential Experience
Talking Stick - July/August 2013 - 37
Talking Stick - July/August 2013 - 38
Talking Stick - July/August 2013 - 39
Talking Stick - July/August 2013 - 40
Talking Stick - July/August 2013 - 41
Talking Stick - July/August 2013 - 42
Talking Stick - July/August 2013 - 43
Talking Stick - July/August 2013 - Conversations
Talking Stick - July/August 2013 - 45
Talking Stick - July/August 2013 - 46
Talking Stick - July/August 2013 - First Takes
Talking Stick - July/August 2013 - Reporting Out
Talking Stick - July/August 2013 - 49
Talking Stick - July/August 2013 - 50
Talking Stick - July/August 2013 - 51
Talking Stick - July/August 2013 - 52
Talking Stick - July/August 2013 - 53
Talking Stick - July/August 2013 - New Members
Talking Stick - July/August 2013 - 55
Talking Stick - July/August 2013 - Snapshot
Talking Stick - July/August 2013 - Cover3
Talking Stick - July/August 2013 - Cover4
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