In today’s fast-paced digital environment, brand perception can make or break an institution’s ability to recruit students, engage alumni, and garner public support. But what happens when your institution needs a brand refresh — and your budget barely covers the basics?

This session shares the bold and strategic journey of Virginia State University (VSU) — a historically Black university — as it successfully rebranded itself with limited staff and financial resources. Led by Gwen Williams Dandridge, VSU’s Assistant Vice President for Communications, the rebrand was not just about a new logo or tagline. It was a comprehensive and intentional effort to shift perceptions, engage internal and external stakeholders, and amplify VSU’s unique story in a competitive higher education landscape.