Case Study: Texas Society of Association Executives achieves a stronger, more contemporary brand with Arrow

Texas Society of Association Executives refreshes brand in 2016 with Arrow

The Texas Society of Association Executives (TSAE) needed to update its brand to better communicate its value and connect with a new generation of members. The organization engaged the vendor Arrow to conduct a brand evaluation and develop a refreshed visual identity and messaging platform to ignite enthusiasm among its member base.

Arrow's solution involved comprehensive research, including focus groups and surveys, which revealed a mismatch between TSAE's existing identity and member expectations. Arrow introduced new "Better Together" messaging and a vibrant, contemporary logo to reflect how TSAE serves members at all career stages. The result was a cohesive new brand identity that successfully appealed to the entire membership spectrum, from entry-level to CEO, inspiring them toward professional growth. Arrow also provided organized brand assets and designed a full suite of marketing materials to ensure consistent communications.

Texas Society of Association Executives (tsae)