Generation TX

In coordination with the Texas Higher Education Coordinating Board, Generation TX (GenTX for short) was created in 2010 to fight back against dropping college enrollment rates for Texas students.

GenTX remains an informational and motivational movement that aims to connect students with resources, clarify the college enrollment process, and foster the mindset necessary to motivate the next generation of successful Texans.

The GenTX movement is about ownership of the future. It’s about being strong and independent and preparing for success.

A system of big, bold colors was constructed to meet the spirit of the movement, creating something that was impossible to miss and spoke to a younger audience. Finding inspiration in everything from colorful Mexican serapes to college sports, the brand is as diverse as those it serves.

The GenTX brand showed up across a huge range of promotional and environmental applications. It appeared on clothes and bags, on neighborhood lawns, at local businesses, on vehicle bumpers, at community events, and most importantly—in school hallways and classrooms on informational posters, guides, and reference materials.