TSAE Introduces Updated Brand

February 21, 2017

In 2015, the Texas Society of Association Executives (TSAE) Board of Directors, under the leadership of then-chairman Bill Keese, CAE, approved a strategic initiative to establish and promote the TSAE brand.

While the TSAE brand was not broken, it had become stale, and leadership wanted the organization to embark on a mission to refresh the brand to better reflect the energy of our membership, tell our story of creating connections and advancing careers, and position us for growth.

Late that year, the Board appointed a Branding Task Force of TSAE members, and chaired by Casandra Matej, CDME, CTA, President & CEO, Visit San Antonio, they reviewed proposals and identified an outside consultant to conduct a thorough brand audit, make recommendations and create a new brand platform.

The brand audit included input from numerous stakeholders via interviews, focus groups and a member survey. Based on the findings, the Task Force and Board approved new brand messaging, a new logo and a new tagline in September 2016, all of which support TSAE’s mission and positions the association for future success.

The refreshed brand was previewed at the Celebration Luncheon on December 15, 2016 with a video featuring members’ TSAE stories (see below). Following that, a new digital presence and website was introduced earlier this month, with a redesigned Association Leadership magazine coming in March.

TSAE understands what it takes to be an association professional.

It’s about having an ambitious spirit, a servant’s heart and a drive to organize people toward a shared vision. But no association professional can to do it all alone. And that’s where TSAE comes in.

We serve association professionals by creating strong connections – to peers, information, resources, inspiration and innovation – that advance them and their organizations.

We bring together a welcoming community of high-achieving individuals who bring out the best in each other at all levels of their career, because ultimately, we are better together.



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