By Victoria Heckenlaible
The entire warehouse is burnt orange — plush Bevos in plastic bags, UT baseball T-shirts and game-day dresses spill out of cardboard shipping boxes that seem to reflect an orange tint. Out of the University Co-op warehouse comes all things burnt orange and UT-branded.
Behind much of this merchandise is Brian Jewell, the Co-op’s vice president of marketing. He handles all printed materials, including T-shirts and Co-op merchandise, and public relations, a job he described as the press secretary of the Co-op.
“[I’m the] somebody who knows what to say,” Jewell said. “Just welcome to a whirlwind [of events, design and press].”
His year revolves around Texas football and the holidays. From February to May, he and the Co-op’s departments analyze the past season’s failings and successes. They spend June through August planning new products and lines based off their analysis. When late August hits, Jewell and the Co-op staff implement seven months of preparation until just after the holidays in January.
“[We are just] holding on for dear life,” he said. Sales, ad campaigns, e-mail blasts and events fill their calendars.
Jewell said the events are of particular importance as they provide visibility and allow for feedback and customer interaction. People tell him what the Co-op should be, he said.
“Our brand exists because of what consumers say they want,” Jewell said. “We make the brand off reactions.”
Photo by Stephanie Bathurst
He added that alumni, students and fans’ biggest expectation is for the Co-op to give back to the UT community. Most ask Jewell if money from their purchases still goes back to the Forty Acres.
“[This question] makes me feel good and know that [alumni] still care,” Jewell said. “[The money] still goes back, and they still want to give back.”
Last month, Jewell and his team went to San Antonio to represent the University in Fiesta San Antonio, an annual 11-day event that serves to highlight local nonprofit organizations. Jewell acted as liaison between the school and the press. He spoke with the media about University Co-op products released for Fiesta San Antonio and how the proceeds benefit a charity yet to be announced.
“[At the fiesta] I saw how a Longhorn nation will get on [board with] really good ideas and support them,” he said.
As part of his marketing duties, Jewell oversees the design of Co-op-branded products such as the Fiesta Longhorn medal created for this year’s Fiesta San Antonio. His creative staff, who mostly have backgrounds in the T-shirt business, draw from market trends, pop culture, sport chants and the Austin vibe to generate ideas for new products.
Jewell used the Co-op’s holiday T-shirts to exemplify the brainstorming process, saying T-shirt design starts with a base. The holiday designs start by asking what the holidays really are.
“We don’t want to make light of the religious symbols, so we go for the whimsical feel of Christmas,” Jewell said. “We take the broader concept and narrow it down.”
After deciding on a theme, the designers narrow in on appropriate icons and ask how they can be related to UT and Texas products.
“We take two concepts — marks and icons — to blend them together,” he said. “You don’t need to splatter longhorns all over the place.”
Designers are careful about their use of the Texas mark, as Jewell said it must be handled with care. Not only do the products represent the University, but also the Texas community, he said.
“As an extension of the University, we know that you expect the best from us,” Jewell said.