Creative Materials

Creative materials—from publications and websites to social media graphics, video and photography—play an important role in how TCU presents itself to internal and external audiences. Consistent creative direction helps ensure these materials reflect the university’s brand standards, communicate clearly and reinforce the university’s reputation.

These guidelines outline how creative work is coordinated across the university and how campus partners can request support, work with approved vendors and access official brand resources.

Central Creative Oversight

The Division of Marketing & Communication (MarComm) provides leadership for creative strategy, direction and brand governance across the university. Creative materials representing TCU should align with the university’s brand and visual identity guidelines. Materials intended for external audiences should receive review and/or approval from MarComm.

Requesting Creative Support

Requests for creative support should be submitted by contacting an appropriate college or school marketing and communication specialist. Administrative offices should contact University Marketing at marketing@tcu.edu.

Requests are evaluated and prioritized based on strategic alignment, audience reach and available creative resources. To ensure adequate time for scheduling, planning, design, production and review, project requests should generally be submitted three to five weeks before the desired delivery date. Larger or multi-phase projects—such as video campaigns, publications, event branding or advertising series—may require additional lead time.

MarComm may recommend alternate solutions or external vendor support when appropriate.

Working with External Vendors

When projects require outside creative support, vendors should be selected from MarComm’s list of approved freelancers and agencies. Additional vendors may be added upon request.

The requesting college, school, department or unit is responsible for project-related vendor costs. External creative projects should include periodic MarComm check-ins and receive final review before deliverables are finalized, published or distributed.

Departmental & Unit-Level Creative Work

Academic and administrative units may produce their own materials for internal or limited-reach purposes, provided they adhere to university brand guidelines.

Units that maintain their own marketing and communication teams—Burnett School of Medicine, Neeley School of Business, Student Affairs and TCU Athletics—may manage creative projects independently. These units should continue to follow TCU brand standards and coordinate with MarComm as appropriate.

Brand Resources & Asset Management

MarComm maintains the university’s official digital asset management and other self-service systems, which provide access to logos, photography, video assets and related brand materials.

To maintain a unified brand identity, the creation of unauthorized logos, color palettes or distinct unit identities should be avoided.