Texas Wesleyan School of Law
After launching a complete rebranded identity for Texas Wesleyan University in Spring 2012, Texas Wesleyan University asked J.O. to also rebrand its school of law. As part of the rebranding process, J.O. conducted a survey of over 8,000 legal professionals who practice and live in Denton, Dallas, Collin or Tarrant County. In the middle of the research, Texas Wesleyan University School of Law (TWUSoL) and the Texas A&M University System reached an agreement whereby Texas A&M would take over ownership and operational control of TWUSoL. This announcement was reflected in the responses of non-TWU alumni to the survey.
33% of those surveyed cited prior experience as the most important factor for hiring new attorneys. 60% of respondents cited the importance of diversity, but the quality of the professional is the highest priority. The survey also showed a general negative trend towards newly graduated lawyers. Those surveyed felt that new graduates were overall less prepared for the professional world, but felt more entitled to its rewards. J.O. also researched the typical TWUSoL student. TWUSoL students were generally more mature, were self-starters and were self-motivated, the exact antithesis of the negative trend about newly graduated lawyers.
In an effort to show that TWUSoL students are exactly the employees lawyers in the area are looking to hire, J.O. created a new tagline “Real. Rigorous. Remarkable.” This key message led to development of a rebranded website and alumni magazine, promoting the unique qualities, brand promise and value proposition of the Texas Wesleyan School of Law. It also redefined their messaging to improve their reputation while addressing the needs of five different stakeholders including admissions, students, alumni, faculty/staff and the legal community. J.O. has continued to maintain the brand standard for Texas Wesleyan School of Law since the rebranding.