Our mission at East Texas A&M University has not changed: to transform lives through education, opportunity and experiences. What is changing is how we tell that story.

We recognize that our students are in the driver's seat of their own transformation. We create the opportunities, support, challenges and experiences that help them pursue the future they envision, but they are the ones who step forward and make it happen.

With that in mind, “Lion Made” was created. Lion Made is a bold, energetic student recruitment-focused campaign that puts the student at the center as the protagonist, rather than the university. It features a fresh visual identity with fonts, colors and imagery that doesn't shy away from making a statement.

Nearly two years in the making, Lion Made grew from a process led by Enrollment Management and Student Affairs in partnership with Marketing and Communications, with input from faculty, staff, students and members of the broader community.

(Don't worry, Lions. The mascot, logo and Blue & Gold color scheme are all still here!)

Lion Made is intentionally big, bold and Lion-hearted. It is about tackling challenges head-on, creating opportunities and then proudly celebrating what our students accomplish. The new expression is bigger, bolder and more confident. When we say we are Lion Made, we say it with our full chest and voice. We are proud of who we are, what our students accomplish and what they become.

This campaign is all about showcasing the real experiences–and real results–that students can expect from an East Texas A&M education. It allows us to proudly tell those stories and really take charge in celebrating student accomplishments and achievements, both during and after their time as students. At its heart, Lion Made is about recognizing the individual goals our students bring with them, creating the environment and opportunities that help them pursue those goals, and celebrating the transformation they create along the way.

The first wave of Lion Made has already rolled out in paid advertising and with the fall undergraduate recruitment cycle. This fall, you will also begin seeing the new Lion Made visual expression become increasingly visible across campus as signage, banners and other materials are updated. Here are a few upcoming rollouts of the campaign to be aware of:

• Brand Empowerment strategy with Canva: Approved Lion Made tools and templates available to units across campus to meet everyday design needs, powered by the Canva platform. We expect to begin a smaller rollout in September, followed by broader campus access in October. The goal is to give departments easy-to-use, approved tools that allow them to create many routine materials themselves while maintaining a consistent university identity.
• A college-specific campaign implementation starting with the College of Business and a new MBA offering.
• A brand expression for Dallas urban-commuter students for first-time full-time, transfer and graduate enrollment.
• ETAMU Forward: A new brand expression for mid-career adult learners in competency-based programs.

When describing East Texas A&M to peers or inquiring minds, faculty and staff are encouraged to utilize the tenets of the Lion Made campaign:

At East Texas A&M, we believe in the potential of our students and are committed to helping them build the life they envision.

East Texas A&M is where students who are serious about their futures find the opportunity, community and real-world experience to achieve their goals.

Empowered through academic rigor, personal support and hands-on learning, they test their skills and become graduates who are prepared to succeed, confident in themselves, ready to show up for others and equipped to get things done.

Who they become is Lion Made.

This elevator pitch gives us shared language for describing who we are, what we value, how we help students pursue the transformation they are seeking and what they become and contribute after they are Lion Made. Pocket cards are available to help faculty and staff become familiar with it.

We are not asking everyone to recite it word-for-word. Instead, we encourage you to use its words, phrases, ideas and spirit in presentations, speeches, letters, remarks, meetings and conversations. The more consistently we describe who we are and what we value, the more clearly and confidently we can tell the East Texas A&M story together.

Learn more about the ethos behind Lion Made or view the Lion Made brand guide. We encourage you to share the Lion Made Ethos video and consider using it to open a larger meeting, retreat or gathering. It is a powerful way to focus a room on the shared purpose behind our work and the students we are here to serve. And if you missed it, check out the new Lion Made commercial that aired nationally on ESPN during our season-opening football game.