ROXO rebrands to keep up with changing times


By Taylor Boser

TCU’s student-run advertising and public relations agency through the strategic communication department, Roxo, has been in the process of rebranding for the past year.

“We have an approved logo, but we’re going to spend the next year talking to donors and other TCU faculty to see what they want Roxo to represent on campus,” Roxo president Stanton Cross said.

The new logo features a purple arrow reflecting their innovation and drive to produce great work, according to their new branding.

“As the symbol of our agency, our logo went through a rigorous process to ensure that represents who we are and what we believe in,” Zoey Clark, Roxo vice president of creative management and branding, said.

Roxo faculty advisor Sarah Angle said the organization prides itself on being up to date, which is why Roxo members pursued the new brand identity.

“If you don’t change with the times, you lose your edge,” she said.

The idea to rebrand has taken time she added.

“There’s always struggles when deciding who you want to be,” Angle said. “The challenge for us was we want to have an edge, but at the same time we want to have this very strong level of professionalism.”

Roxo serves businesses and non-profits around the Dallas-Fort Worth area. The clients Roxo has this semester are Cook Children’s, Fort Worth Hope Center, Hope Farm, Original Food Trolley, Texas Heritage Beef, Texas Leather Trim and Title IX.

“What you get out of it at the end of the day is real work experience that you can put on your resume,” Angle said.

Roxo applications can be picked up in their office, Moudy South 226, and are due March 28.

“All majors are encouraged to apply to this advertising and public relations internship that also includes positions in graphic design,” Cross said.