AAF Lubbock Winners' Book 2022 by ACOM 2305 fall2013

2022

Professional and Student Winners

American Advertising Awards in Wonderland 2022

Table of ContentS

American Advertising Awards in Wonderland 2022

2022 Silver Medal Award

Mark HartsfielD

American Advertising Awards in Wonderland 2022

Mark Hartsfield was born on a small farm in Wichita Falls, Texas. After his father passed, he and his mom moved to Lubbock in 1972 to be closer to his four older sisters and brother. He graduated from Monterey High School in 1978 and attended Texas Tech University, where he graduated with a BFA in Design Communications in 1984. After a short stint in Austin, Mark returned to Lubbock and directed the prepress department at Chaparral Graphics. In 1995, he started Hartsfield Design and was asked to teach software classes at Texas Tech less than a

year later. He taught for 13 years before solely dedicating his time to his business. Hartsfield Design has won numerous Addy awards over the past 27 years and has been involved in many community service organizations. Mark has been married to his Colorado-born wife, Suzie, for almost 39 years. They have four grown daughters, four incredible sons-inlaw, and four grandkids (with more on the way shortly!). Mark enjoys listening to Tom Petty, hunting, fishing, and spending time with his family in his personal time.

Mark Hartsfield 4

American Advertising Awards in Wonderland 2022

L rch

n o e ch

Guest Speaker

Valentina Gomez Bravo Valentina Gomez Bravo is an award-winning creative multi-passionate professional and businesswoman, author, speaker, thought leader, and change-maker dedicated to creating, transforming, and building strong, purposeful brands. She has over 18 years of experience in the advertising industry, working to build international brands like Pepsi, Red Bull, Doritos, Gatorade, and Volkswagen. She is a multicultural creative brand strategist, an educator, a speaker, and a social activist. With six degrees under her belt, she has founded and directed international startups and projects in the performing arts business, fashion, education, photography, food, social causes, branding, design, and digital marketing.

03.23.22 11:45 a.m.

Burklee Hill Vineyards 1109 Broadway Street Lubbock, TX 79401

American Advertising Awards in Wonderland 2022

Professional AwardS Sales & Marketing Product or Service Sales Promotion Campaign

American Advertising Awards in Wonderland 2022

United Supermarkets Local Brews United Supermarkets

Credits go to: Kaitlyn Logsdon, Creative Manager

Gold ADDY

American Advertising Awards in Wonderland 2022

United Supermarkets Hatch Chile Fest United Supermarkets

ROASTING THIS WEEKEND

From Hatch

SOME LIKE IT HOT, SOME LIKE IT MILD

Credits go to: Kaitlyn Logsdon, Creative Manager Sales & Marketing

American Advertising Awards in Wonderland 2022

Collateral Material Publication Design Cover

American Advertising Awards in Wonderland 2022

Texas Tech University Evermore Magazine Cover Design For Texas Tech University

Credits go to: Veronica Medina, Associate Director of Creative

American Advertising Awards in Wonderland 2022

Sales & Marketing Collateral Material Publication Design Editorial Spread or Feature

American Advertising Awards in Wonderland 2022

Texas Tech University Charles Q. Brown Feature Texas Tech University

Credits go to: Armando Godinez, Associate Director of Creative Amanda Castro-Crist, Writer

American Advertising Awards in Wonderland 2022

Texas Tech University Jean Bertonazzi Feature Texas Tech University

R A I S I N G Jean Bertonazzi came to Texas to help her brother. She stayed to carry on his legacy.

OUR

G L A S S

BY GLENYS YOUNG PHOTOGRAPHY BY ASHLEY RODGERS

No 12

E V E R M O R E Magazine

S U M M E R 2 02 1

No 13

Credits go to: Armando Godinez, Associate Director of Creative Glenys Young, Editor Ashley Rodgers, Photography

American Advertising Awards in Wonderland 2022

Texas Tech University Lynda Kay Feature Texas Tech University

BY GLENYS YOUNG PHOTOGRAPHY BY DANNY LIAO AND RANDALL MICHELSON

Actress and musician Lynda Kay attributes her tenacity to Texas Tech.

S U M M E R 2 02 1

No 27

Credits go to: Armando Godinez, Associate Director of Creative Glenys Young, Editor Danny Liao, Photography Randall Michelson, Photography

American Advertising Awards in Wonderland 2022

Texas Tech University Strive Honor Feature Texas Tech University

Red Steagall, right, poses with Rob A. Brown Jr., head of the R.A. Brown Ranch in Throckmorton. Both are involved with the Ranching Heritage Association, the nonprofit that fundraises for the National Ranching Heritage Center, and both are recipients of the center’s prestigious National Golden Spur Award. Brown was honored in 1999 and Steagall in 2018.

“It’s Texas Tech’s song; it’s a song written for Texas Tech. It wasn’t written for Baylor, it wasn’t written for TCU – it was written for Texas Tech.” When you hear it at a baseball game, our little section starts to go nuts. We’ve heard it a million times and yet, they’ll all line up to start singing the song.” Snead also attributes the song’s appeal to the fact that Texas Tech fans can take ownership of it.

No 54

E V E R M O R E Magazine

“It resonates with us, and I get goose bumps just thinking about the song,” he says. “It’s campy, it’s kind of goofy, but it’s ours. It’s Texas Tech’s song; it’s a song written for Texas Tech. It wasn’t written for Baylor, it wasn’t written for TCU – it was written for Texas Tech.” Locke agrees, saying it’s just fun. “I’ve always been big on tradition and all the great traditions Texas Tech has,” he says. “I don’t know that you could legitimately call this a tradition, but it was something that had been done in the past and it was fun to bring it back.” For his part, Steagall says he’s gratiﬁed by the way things have turned out. “I was so proud the college used it, and I’m really proud they’re still using it,” he says. “I’m proud of any association I have with Texas Tech. Of course, I will always be an alumnus of what is now West Texas A&M, but I have a very strong affection and attraction to Texas Tech. “All my buddies who are Texas Tech graduates, I’m on your team.”

S T R I V E FOR H O N O R The people who power Texas Tech University

Don Stull S F H

Jillian Hackett Angel Carroll Heidi Winkler

S U M M E R 2021

No 55

Credits go to: Armando Godinez, Associate Director of Creative Glenys Young, Editor Ashley Rodgers, Photography

American Advertising Awards in Wonderland 2022

Texas Tech University Von Venhuizen Feature Texas Tech University

AND A WRITTEN AND PHOTOGRAPHED BY ASHLEY RODGERS

S U M M E R 2021

No 41

Credits go to: Veronica Medina, Associate Director of Creative Ashley Rodgers, Writer and Photographer

American Advertising Awards in Wonderland 2022

Texas Tech University Red Raider Coming at You Feature Texas Tech University

‘RED RAIDER COMING AT YOU’

A Tale of Success, Recession and Resurgence BY GLENYS YOUNG ILLUSTRATION BY ARMANDO GODINEZ In a land filled with stories In a land where legends thrive And the heroes in all their glory Are forever kept alive The opening lines of Texas Tech University’s unofficial anthem, “Red Raider Coming At You,” are surprisingly apropos. Not only do they characterize the Masked Rider, whom the song describes, they also suit the song itself. “Red Raider Coming At You” carries a storied past. It’s the story of a thriving team of musicians, businessmen and fans uniting to add another chapter to the legacy of Texas Tech. It’s a story of renown, obscurity, rediscovery and a triumphant return to glory. This is the story of how a Texas Tech legend was forged, forgotten and born anew.

S U M M E R 2021

No 49

Credits go to: Armando Godinez, Associate Director of Creative Glenys Young, Editor

American Advertising Awards in Wonderland 2022

Texas Tech University Christopher B. Stubblefield Spread Texas Tech University

CHRISTOPHER B. STUBBLEFIELD SR.

If you’re a barbecue fan – and what Texan isn’t? – you probably know of Christopher B. Stubblefield Sr. Only you likely know him by his nickname: Stubb, of Stubb’s Bar-B-Q. But there’s more to Stubb’s story than just ribs and rubs. Born in 1931, Stubb was one of 12 children. During the Great Depression his family moved to Lubbock, where Stubb's father, a Baptist preacher, often served food to his congregation. The family earned their livelihood picking cotton, which Stubb did himself in addition to working in local restaurants and hotels. Stubb eventually joined the U.S. Army and deployed to Korea as a gunner in the all-Black 96th Field Artillery Battalion. But after being wounded, he was assigned to food prep duties for his comrades. That job suited him fine; Stubb enjoyed cooking and playing music over the field radio to those in the trenches. When he returned to Lubbock after the war, his path was clear. He learned everything he could from other barbecue aficionados, then bought a rundown shack on East Broadway and put a jukebox full of blues in the corner. Stubb’s Bar-B-Q was born. Ironically, Stubb’s restaurant may have been just as famous for its entertainment as it was for its food – and Texas Tech alumni from the 1970s and ’80s likely remember both. After a fateful turn of events introduced Stubb to Lubbock musician Jesse “Guitar” Taylor, the little restaurant became a regular venue for some truly iconic musical performers. Up-and-coming West Texas musicians like the Flatlanders – Joe Ely, Jimmie Dale Gilmore and Butch Hancock – and Terry Allen flocked to Stubb’s. Many played their first gigs there, paid only in tips and heaping plates of food. As the restaurant’s fame grew, bigger names joined in: Stevie Ray Vaughan, Muddy Waters, John Lee Hooker, George Thorogood, Willie Nelson, Johnny Cash, Linda Ronstadt and Emmylou Harris among them. Stubb regularly took the stage himself to sing “Summertime.” Without fail, he’d wrap up with the one-liner, “Just a cook, y’all.” In an age when segregation endured in much of the city, Stubb’s was a rare refuge where people of all backgrounds could come together for good food and good music. Taylor recalled the time a Hispanic man walked in, looked around at the Black customers and asked Stubb, “You serve Mexicans here?” Staring back straightfaced, Stubb responded, “No, we serve barbecue here.” Another day, two middle-aged white women politely asked if Stubb served “white folks” in his restaurant. “No, ma’am,” he said with a grin. “We can’t fit them on the plate.” In 1986, Stubb moved his restaurant to Austin, where it thrives to this day. But his heart remained in Lubbock. After his death in 1995, he was buried in his hometown, and a memorial now stands at 108 E. Broadway. A bronze statue by fellow Lubbock native Terry Allen shows Stubb holding a platter of barbecue and welcoming patrons to his restaurant. It’s a fitting a tribute to a man who was so much more than “just a cook, y’all.”

MORE THAN JUST SAUCES, the man behind Stubb’s Bar-B-Q was saucy

"JUST A COOK, Y’ALL."

BY GLENYS YOUNG PHOTOGRAPH BY ASHLEY RODGERS

S U M M E R 2021

No 65

Credits go to: Veronica Medina, Associate Director of Creative Glenys Young, Editor Ashley Rodgers, Photography

American Advertising Awards in Wonderland 2022

Sales & Marketing Collateral Material Publication Design Magazine Design

American Advertising Awards in Wonderland 2022

Texas Tech University Evermore Magazine Texas Tech University

Credits go to: Matt Dewey, Vice President, Marketing and Communications Glenys Young, Editor Armando Godinez, Art Director Veronica Medina, Art Director Ashley Rodgers, Photographer Rony Dixon, Graphic Design

NO. 1

TEXAS TECH UNIVERSITY MAGAZINE

AIMING HIGH | RAISING OUR GLASS |

SETTING THE STAGE | MUD, METAL AND A MACH 1 | RED RAIDER COMING AT YOU

Special Thanks: Chris Cook Amanda Castro-Crist Stephen Spillman Rob Cody Danny Mcalindon Domenica Trevor T.J. Tucker

American Advertising Awards in Wonderland 2022

Hartsfield Design

RHA Ranch Record, Winter 2021 Ranching Heritage Association

THE OLD MAN

finally let her go. The rancher’s contribution to the entire process was to give me a verbal history of every cow.

THE OPEN COWS

To this he replied, “What bull? I ain’t got no bull. Haven’t had one in over a year!”

remember looking down and seeing 8:02 on the digital clock in the pickup as I pulled up to the ranch.

I use the term “ranch” loosely because this gentleman had only 17 cows. That doesn’t really mean ranch in West Texas. It was going to be a busy morning at the clinic, so with any luck, I would be back by nine o’clock and could start getting caught up. After all, how long could it take to palpate 17 cows for pregnancy? At some of the ranches we go to, we palpate 750 to 800 head in a day. I had never met this fellow, but I wasn’t surprised to see that he was old. His voice on the phone sounded like each breath might be his last. I watched him mosey out of the stucco house that hadn’t been painted or repaired in any way for at least 50 years. He was about six foot five and weighed about 125 pounds. He was so thin and wore such tight jeans that it looked as if his legs bent four or five times before they connected with his feet. He was wearing one of those Western shirts with snaps for buttons and had a giant bandana tied around his neck. His boots were straight out of a grade-B Western movie. They were so pointy that his toes just had to be sitting one atop the other to conform to the angle. The only piece of attire that did not fit the Western motif was his hat—it looked like the one that the engineer on Petticoat Junction wore. It was made of striped mattress ticking and was so worn that it had taken on a lean to the left side of his head. He didn’t speak a word as he approached. He just pointed over to a set of rundown sheds and a working pen about the size of a football field. I put the pickup in drive and headed over as he ambled across the yard at a snail’s pace and began to talk long before I could hear what he was saying. I began to size up the situation. Seventeen cows of various sizes and shapes stood in the middle of a one-acre trap. In the center of the trap was the oldest squeeze chute I had ever seen. There were no alleys leading to the chute. It just sat like a centerpiece on a Thanksgiving table. In fact, there was no fence in the entire trap, except the one that made up the perimeter. It was obvious that he had coaxed the cattle in from a large pasture that was beyond the south end of the trap. These cows did not look like they had been handled much. They were looking at me with wide nostrils and high heads.

24 | RANCH RECORD • SUMMER 2021

When he finally returned from the house, I told him that since every cow was open, we should really test his bull.

He was mumbling as he approached, but I was not concerned with what he was saying. I was concentrating on the logistics of an 80-year-old man and a 35-year-old veterinarian getting 17 snorting cows through a squeeze chute with no alleys leading to it. I was beginning to think that this was going to put me a little behind on the tide schedule the secretary had booked for the day. When his rambling finally penetrated the wall of my thoughts, it became apparent that one of the cows might be a little dangerous. He called the red one “a bit snakey.” Having been around old cowboy dudes all my life, I know what “snakey” means: It means look out! He was not kidding, either. That damn cow would leave the herd and charge anything that came into the pen. So, we came up with a plan: Grandpa and I were going to carry 20 pipe panels (each weighing about 300 pounds) from the barn (100 yards away) to construct an alley into the antique chute, all while dodging the “snakey” red cow. Well, it took this old coot a full five minutes to walk across the yard. It was becoming clear that I would be more than a little behind when I got back to the clinic. The red, glowing letters on the dash of the pickup said 10:29 as I plopped into the seat for a drink of water. It had only taken two and a half hours to “throw up a few panels.” My back was aching, and my patience was shot. To make matters worse, the red cow liked the old man. It was me she wanted to charge. She would run back and forth around him, and he would never even change expressions. But she must have blown two gallons of snot on me; I must have kicked two tons of dirt on her. If those panels weighted 300 pounds apiece, I carried 285 pounds, and he carried 15. But that was not the bad part. Because he walked so slowly, I had to bear 285 pounds for about five times longer than I would have if I had pulled each one of them over by myself. Oh, but he insisted on helping.

I could feel my blood pressure rising. What in the world was this guy thinking? I spent all morning palpating cows that he said should have been calving three months ago, only to find out that he doesn’t even have a bull. I was about to explode with some “anger-inspired” statements when he interrupted me with a quote that I will never forget: “I don’t need no bull. Been feedin’ ’em them there breeder’s cubes for about a year now.” “Oh my,” I thought over and over as I drove back to the clinic. “Three dollars a head” crossed my mind a few times as I cruised along. That’s right. All I would have to show for that morning’s effort was $51 plus a small call fee. It had crossed my mind as we constructed the working pens that none of those cows looked pregnant. It had crossed my mind a few times that there was no bull around. It had crossed my mind a few times that I should have been getting a history while we worked. But it never crossed my mind that anyone would ever think that “breeder’s cubes” would impregnate a cow! ★ DR. BO BROCK owns a multi-species veterinary clinic in Lamesa, Texas. His passion is equine medicine, and he was voted Equine Practitioner of the Year for the State of Texas in 2007. This story is an excerpt from his book Crowded in the Middle of Nowhere: Tales of Humor and Healing from Rural America.

The clock in the pickup read 12:02 as I sat in the front seat wondering why not one cow was pregnant. He had “run” up to the house to get some paperwork while I wondered how I was going to salvage the rest of the day. By now, most of the early appointments had probably left, and the later ones were pacing the floor and calling me names. To make matters worse, I had mashed my right index finger in the mechanical squeeze chute while maneuvering the cows into the chute. The process was repetitive, but not without its dangers. I would push the cattle up, catch the head, squeeze the chute, open the tailgate, put a pipe behind each one, palpate her, mark her with a paint stick, and RANCH RECORD • SUMMER 2021 | 25

Credits go to: Amanda Sneed, Graphic Designer Sue Jones , Editor

American Advertising Awards in Wonderland 2022

Sales & Marketing Collateral Material Special Event Material Card, Invitation, Announcement Single Unit

American Advertising Awards in Wonderland 2022

Hartsfield Design

Anne Marion Dedication Invitation Ranching Heritage Association

Credits go to: Reace Killebrew, Graphic Designer Craftsman Printers, Printer

American Advertising Awards in Wonderland 2022

Sales & Marketing Direct Marketing Specialty Advertising Campaign

American Advertising Awards in Wonderland 2022

The Price Group

Orlando’s Italian Restaurant T-Shirts Orlando’s Italian Restaurant

Credits go to: Christopher Rios, Art Director Devyn McFall, Designer Jeri Ybarra, Account Manager

American Advertising Awards in Wonderland 2022

Out-Of-Home & Ambient Media Ambient Media Events Single Event

American Advertising Awards in Wonderland 2022

Texas Tech University Evermore Launch Party Texas Tech University

Credits go to: Matt Dewey, Vice President, Marketing and Communications Glenys Young, Editor Armando Godinez, Associate Director of Creative Veronica Medina, Associate Director of Creative Ashley Rodgers, Photographer Carla Lovelace, Senior Event Coordinator, President’s Office

American Advertising Awards in Wonderland 2022

Out-Of-Home & Ambient Media Out-of-Home Poster Campaign

American Advertising Awards in Wonderland 2022

Texas Tech University RISE Beyond Okay Poster Campaign Texas Tech University RISE

Credits go to: Ashley Rose Marino, Creative Director Kaitlyn Mullan, Graphic Designer

American Advertising Awards in Wonderland 2022

Online/Interactive Websites Consumer

American Advertising Awards in Wonderland 2022

Texas Tech University Texas Tech University Homepage Texas Tech University

Credits go to: Matt Dewey, Vice President, Marketing and Communications Veronica Medina, Associate Director of Creative Noemi Martinez, Web Designer Bat Myagmarjav, Web Developer Amanda Bowman, Copywriter Preston Jordan, Associate Director, Social Media Taylor Peters, Video Producer Jeff Ramazani, Video Producer Ashley Rodgers, Photography Karin Slyker, Media Relations Carlene Kelly, Web Developer

American Advertising Awards in Wonderland 2022

Texas Tech University 2020 President’s Report Texas Tech University

Credits go to: Noemi Martinez, Web Designer Bat Myagmarjav, Web Developer Gary Eubanks, Web Developer Chris Cook, Copywriter

American Advertising Awards in Wonderland 2022

Hartsfield Design

Ranching Heritage Association Website Ranching Heritage Association

Credits go to: Amanda Sneed, Graphic Design Jordan Polk, Digital Base, Web Developer

American Advertising Awards in Wonderland 2022

Online/Interactive Social Media Single Execution

American Advertising Awards in Wonderland 2022

UMC Health System UMC EMS Christmas Light Show UMC Health System

Credits go to: David Patton , Social Media Manager Damon O’Steen, Video Production Manager

American Advertising Awards in Wonderland 2022

Texas Tech University Student Housing Carol of Lights 2021 Motion Graphic Texas Tech University Student Housing

Credits go to: Gahye Lee, Senior Designer Jenise Wooten, Unit Manager, Designer

American Advertising Awards in Wonderland 2022

Film, Video, & Sound Television Advertising Local (One DMA) Single Spot :30 seconds

American Advertising Awards in Wonderland 2022

UMC Health System Stay in the Fight- Rick Rodriguez UMC Health System

Credits go to: Damon O’Steen, Video Production Manager Scott Dawson, Videographer Susie Pfeiffer, Creative Director Linda McMillan, Photographer Kala Waits, Marketing Director KaWanna McCormickK, Marketing Specialist Jennifer Hughes, Senior Graphic Designer Danielle Hathcoat , Copywriter

American Advertising Awards in Wonderland 2022

Film, Video, & Sound Online Film, Video, and Sound Internet Commercial Single Spot, Any Length

American Advertising Awards in Wonderland 2022

Texas Tech University Hospitality Services Never Stop Serving Texas Tech University Hospitality Services

Credits go to: Evan Wilson, Supervisor of Media Content

American Advertising Awards in Wonderland 2022

Film, Video, & Sound Branded Content & Entertainment Online Film, Video & Sound Single entry, more than :60 seconds

American Advertising Awards in Wonderland 2022

UMC Health System UMC Passion in Action UMC Health System

Credits go to: Damon O’Steen, Video Production Manager Scott Dawson, Videographer Susie Pfeiffer, Creative Director Linda McMillan, Photographer Kala Waits, Marketing Director KaWanna McCormick, Marketing Specialist Jennifer Hughes, Senior Graphic Designer Danielle Hathcoat, Copywriter

American Advertising Awards in Wonderland 2022

UMC Health System Rick Rodriguez Story UMC Health System

American Advertising Awards in Wonderland 2022

UMC Health System UMC: Our Passion is You UMC Health System

Credits go to: Damon O’Steen, Video Production Manager Scott Dawson, Videographer Susie Pfeiffer, Creative Director Linda McMillan, Photographer Kala Waits, Marketing Director KaWanna McCormickK, Marketing Specialist David Patton, Social Media Manager Danielle Hathcoat, Copywriter

American Advertising Awards in Wonderland 2022

Film, Video, & Sound Music Video

American Advertising Awards in Wonderland 2022

JDM Productions Bones Animated Video JDM Productions

Credits go to: Jared May | JDM Productions, Animation, Concept & Design Chris Rios | Curiosity Creative, Character Design & Concept Icarus Bell, Music & Concept

American Advertising Awards in Wonderland 2022

Cross Platform Integrated Advertising Campaigns Consumer Campaign-Local

American Advertising Awards in Wonderland 2022

UMC Health System UMC Brand Promise - External UMC Health System Credits go to:

Damon O’Steen, Video Production Manager Susie Pfeiffer, Creative Director Scott Dawson, Videographer Linda McMillan, Photographer Kala Waits, Marketing Director Danielle Hathcoat, Copywriter David Patton, Social Media Manager KaWanna McCormick, Marketing Specialist Jennifer Hughes, Senior Graphic Designer Rebecca Leal, Graphic Designer Jacie Homen, Graphic Designer

American Advertising Awards in Wonderland 2022

UMC Health System UMC Children’s EC Campaign UMC Health System

Credits go to: Damon O’Steen, Video Production Manager Scott Dawson, Videographer Susie Pfeiffer, Creative Director Rebecca Leal, Graphic Designer Kala Waits, Marketing Director Linda McMillan, Photographer David Patton, Social Media Manager Danielle Hathcoat, Copywriter KaWanna McCormick, Marketing Specialist

American Advertising Awards in Wonderland 2022

Cross Platform Integrated Advertising Campaigns Consumer Campaign-Regional/National

American Advertising Awards in Wonderland 2022

Texas Tech University Saving the World By Storm Texas Tech University

Credits go to: Veronica Medina, Associate Director of Creative Matt Dewey, Vice President, Marketing and Communications Amanda Bowman, Writer One Sixty/Ninety, Branding

American Advertising Awards in Wonderland 2022

Cross Platform Integrated Campaigns Integrated Branded Content Campaign, Local or Regional/National

American Advertising Awards in Wonderland 2022

Texas Tech University Evermore Texas Tech University

Credits go to: Matt Dewey, Vice President, Marketing and Communications Glenys Young, Editor Veronica Medina, Associate Director of Creative Armando Godinez, Associate Director of Creative Ashley Rodgers, Photography Rony Dixon, Web Designer Gary Eubanks, Web Developer One Sixty/Ninety, Brand Development

American Advertising Awards in Wonderland 2022

Texas Tech University Fearless Podcast Texas Tech University

Credits go to: Taylor Peters, Host, Co-Producer, Editor Allison Hirth, Co-Producer Armando Godinez, Associate Director of Creative Rony Dixon, Web Designer Gary Eubanks, Web Developer

American Advertising Awards in Wonderland 2022

UMC Health System UMC Brand Promise - Internal UMC Health System

Credits go to: Susie Pfeiffer, Creative Director Damon O’Steen, Video Production Manager Linda McMillan , Photographer Scott Dawson, Videographer Kala Waits, Marketing Director Danielle Hathcoat, Copywriter KaWanna McCormick, Marketing Specialist David Patton, Social Media Manager Jennifer Hughes, Senior Graphic Designer Rebecca Leal, Graphic Designer Jacie Homen, Graphic Designer

American Advertising Awards in Wonderland 2022

Elements of Advertising Visual Logo Design

American Advertising Awards in Wonderland 2022

Texas Tech University Student Housing Social Justice Advocates Logo Texas Tech University Student Housing

Credits go to: Gahye Lee, Senior Designer

American Advertising Awards in Wonderland 2022

Hartsfield Design Marr Strength Logo Marr Strength Marr Strength Logo

Marr Strength is a private strength training facility that works with athletes ranging from high school to professionals using the Matrix Training Systems. The design objective was to create a logo that is dynamic, unique, and strong, while taking inspiration from military patches and the rock aesthetic.

Credits go to: Reace Killebrew, Graphic Designer

American Advertising Awards in Wonderland 2022

Elements of Advertising Visual Illustration - Single

American Advertising Awards in Wonderland 2022

Texas Tech University Finals Week Playlist Illustration Texas Tech University

Credits go to: Rony Dixon, Graphic Designer

American Advertising Awards in Wonderland 2022

Elements of Advertising Visual Illustration - Series

American Advertising Awards in Wonderland 2022

Hartsfield Design Ranch Record “Old Man” Series Ranching Heritage Association Credits go to:

THE OLD MAN

finally let her go. The rancher’s contribution to the entire process was to give me a verbal history of every cow.

THE OPEN COWS

To this he replied, “What bull? I ain’t got no bull. Haven’t had one in over a year!”

remember looking down and seeing 8:02 on the digital clock in the pickup as I pulled up to the ranch.

24 | RANCH RECORD • SUMMER 2021

When he finally returned from the house, I told him that since every cow was open, we should really test his bull.

Reace Killebrew, Illustrator Amanda Sneed, Art Direction

American Advertising Awards in Wonderland 2022

Elements of Advertising Visual Still Photography Color - Single

American Advertising Awards in Wonderland 2022

Texas Tech University Silent Snowflakes Texas Tech University

Credits go to: Ashley Rodgers, Photographer

American Advertising Awards in Wonderland 2022

Texas Tech University Fearless Champion in Snow Texas Tech University

Credits go to: Ashley Rodgers, Photographer

American Advertising Awards in Wonderland 2022

Elements of Advertising Visual Art Direction - Campaign

American Advertising Awards in Wonderland 2022

Texas Tech University Hospitality Services Typography Through Food Texas Tech University Hospitality Services

Credits go to: Evan Wilson, Supervisor of Media Content Melissa Mendez, Marketing Multimedia Journalist

American Advertising Awards in Wonderland 2022

Elements of Advertising Film & Video Cinematography Single

American Advertising Awards in Wonderland 2022

UMC Health System Our Passion is You UMC Health System

Credits go to: Damon O’Steen, Video Production Manager Scott Dawson, Videographer

American Advertising Awards in Wonderland 2022

Sales & Marketing Product or Service Sales Promotion > Menu

American Advertising Awards in Wonderland 2022

United Supermarkets Chopsticks Noodle Bar United Supermarkets

Credits go to: Benjamin Weber, Graphic Designer & Photographer

American Advertising Awards in Wonderland 2022

Sales & Marketing Sales Promotion Product or Service Sales Promotion Campaign

American Advertising Awards in Wonderland 2022

United Supermarkets

JPCC 30th Anniversary Golf Tourney United Supermarkets

Credits go to: Skylar Cunningham, Graphic Designer

American Advertising Awards in Wonderland 2022

United Supermarkets Hatch T-Shirt United Supermarkets

Credits go to: Skylar Cunningham, Graphic Designer

American Advertising Awards in Wonderland 2022

United Supermarkets Taste the Season United Supermarkets

e t s a T

n o s Sea Credits go to: Benjamin Weber, Graphic Designer & Photographer

American Advertising Awards in Wonderland 2022

United Supermarkets Entertaining Made Easy United Supermarkets

ENTERTAINING made easy

Expo

november 6 & 7 ˙ 11am - 3pm

Come sample all of our extraordinary holiday finds & see why Market Street makes entertaining easy!

Credits go to: Kaitlyn Logsdon, Creative Manager

American Advertising Awards in Wonderland 2022

Sales & Marketing Sales Promotion Point of Purchase Free Standing

American Advertising Awards in Wonderland 2022

United Supermarkets Dia De Los Muertos Reusable Bag United Supermarkets

Credits go to: Skylar Cunningham, Graphic Designer

American Advertising Awards in Wonderland 2022

Sales & Marketing Collateral Material Publication Design Editorial Spread or Feature

American Advertising Awards in Wonderland 2022

Texas Tech University Victory Bells Feature Texas Tech University

ILLUSTRATIONS BY VERONICA MEDINA

THE

BY GLENYS YOUNG

BELLS The Victory Bells ring for our triumphs. For 85 years, we have rung over Texas Tech University in times of celebration and remembrance, marking great athletic victories and memorializing friends from our community. We sing out in fair weather and amid gathering clouds, knowing Texas Tech will always shine through. That’s why we’re the Victory Bells.

AFA

We have witnessed and extolled plenty of highlights since 1936, but on a campus like ours, there are too many triumphs to clang over each one. Even over the past year, we couldn’t possibly have sounded out every single point of pride. Nevertheless, Evermore wants to take this opportunity to chime in on some of our community’s recent honors.

The Victory Bells ring... S U M M E R 2021

No 9

Credits go to: Veronica Medina, Associate Director of Creative Glenys Young, Editor

American Advertising Awards in Wonderland 2022

Texas Tech University From Here, It’s Possible Spread Texas Tech University

FROM HERE, IT’S POSSIBLE EVERMORE BY CHRIS COOK, MATTHEW DEWEY, ARMANDO GODINEZ, VERONICA MEDINA, GLENYS YOUNG, AND ASHLEY RODGERS

WHAT DOES THAT MEAN?

In launching Evermore, we’ve asked ourselves that question a lot over the past year. What’s possible, and what does “here” have to do with it? In a world of distance learning and international campuses, what does “here” even mean, and what is it about this place that enables Red Raiders’ boundless opportunities and ideas? The magazine in your hands begins to answer these questions and more. We have 40,000 students and 220,000 living alumni, plus the many thousands who’ve passed. Each has had their own challenges, their own struggles and, ultimately, their own successes; many have changed the world along the way. There’s so much to be proud of, and so many stories that need to be shared. Evermore showcases our incredible community of talented people, from those conducting groundbreaking science and pushing the boundaries toward greater

opportunities for all of us to those who play supporting roles – the parents, teachers and mentors; the assistants and staff members behind the scenes; even the storytellers bringing these works to life for you. In this magazine, you will not find advertisements or long lists of names and dates. We pledge that this publication will be different. The stories you read here will be new and fresh, sometimes quirky and deﬁnitely not something you’ve heard before. We want them to make you think and, most of all, we want them to make you proud to count yourself as one of us. We celebrate our people, the ones who have succeeded in their fields and the ones still striving, and the unique environment created by their coming together in this place for the last century. And as we launch this new endeavor, we eagerly anticipate the great things yet to come. After all, From Here, It’s Possible.TM

Credits go to: Veronica Medina, Associate Director of Creative Glenys Young, Editor

American Advertising Awards in Wonderland 2022

Sales & Marketing Collateral Material Publication Design Cover/Editorial Spread or Feature - Series

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Hartsfield Design

Techsan Feature Series Texas Tech Alumni Association

Credits go to: Amanda Sneed, Graphic Designer Jean Ann Cantore, Editor Jennifer Ritz, Associate Editor Slate Group, Printer

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Sales & Marketing Collateral Material Special Event Material Card, Invitation, Announcement Campaign

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UMC Health System CMN Month of Miracles UMC Health System

Credits go to: Rebecca Leal, Graphic Designer Susie Pfeiffer , Creative Director Kala Waits, Marketing Director

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WD 40+

Moonlight Musicals Poster Series Moonlight Musicals

Credits go to: The Sound of Music + Art Director, Honk Jr., Designers, Carla Tedeschi & Honk Jr. Illustrator, Jeff Hernandez

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Print Advertising Branded Content & Entertainment Any Print Medium

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Nashwell

Branding through print and digital Nashwell

Credits go to: Jonathan Blackwell, Owner of Nashwell - Managing Director, Linebrand (LB) - Managing Partner at Nashwell.Cafe Angela Nash-Blackwell, Owner of Nashwell - Creator, Head Chef and Baker at Nashwell.Cafe Caroline Brown Linebrand Communication Consultant Cari Caldwell, Graphic Designer / Brand Manager / Art Director, Purpose Marketing, Onboarding Specialist

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Out-Of-Home & Ambient Media Ambient Media Installations Single Installation

American Advertising Awards in Wonderland 2022

Texas Tech University Student Housing Weymouth Window Clings Texas Tech University Student Housing

Credits go to: Jenise Wooten, Unit Manager, Designer

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Texas Tech University Student Housing Weymouth and Chitwood Common Lobby Texas Tech University Student Housing

90”

47.735”

Credits go to: Gahye Lee, Senior Designer

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Texas Tech University Student Housing Weymouth Study Lounge Window Clings Texas Tech University Student Housing

Credits go to: Gahye Lee, Senior Designer

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Out-Of-Home & Ambient Media Poster - Single Unit

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Texas Tech University Student Housing Welcome poster 2021 Texas Tech University Student Housing

Credits go to: Joel Ramirez, Senior Designer

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Out-Of-Home & Ambient Media Poster - Campaign

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Texas Tech University Recreation University Recreation OPC Posters Texas Tech University Recreation

Bouldering Palo Duro 11/21 | $25

Canoe Lake Alan Henry 11/7 | $20

Registration only available at the Outdoor Pursuits Center

Hike Palo Duro 10/17 | $25

Registration only available at the Outdoor Pursuits Center

Mountain Bike Palo Duro 11/20

$35

Credits go to: Scott Layher, Marketing Director Ben Chacon, Graphic Designer Zack Arbegast, Marketing Graduate Assistant

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Online/Interactive Websites Consumer

American Advertising Awards in Wonderland 2022

Texas Tech University Hospitality Services hospitality.ttu.edu Texas Tech University Hospitality Services

Credits go to: Melissa Mendez, Marketing Multimedia Journalist Evan Wilson, Supervisor of Media Content Alan Cushman, Manager of Business Development

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Online/Interactive Social Media Single Execution

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Texas Tech University Student Housing Your Guide to Living on Campus Texas Tech University Student Housing

Credits go to: Gahye Lee, Senior Designer

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Texas Tech University Recreation UREC Winter 21 Soft Rebrand Texas Tech University Recreation

Credits go to: Stephanie Payne, Social Media Creator Madison Long, Social Media Creator

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Online/Interactive Social Media Campaign

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Texas Tech University Carol of Lights Texas Tech University

Credits go to: Rony Dixon, Graphic Designer

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Film, Video, & Sound Television Advertising – Local (One DMA) Single Spot :30 seconds

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UMC Health System UMC Children’s EC UMC Health System

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Credits go to: Damon O’Steen, Video Production Manager Scott Dawson, Videographer Susie Pfeiffer, Creative Director Linda McMillan, Photographer Kala Waits, Marketing Director KaWanna McCormickK, Marketing Specialist David Patton, Social Media Manager Danielle Hathcoat, Copywriter

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TTU Hospitality Services

I’m a Temp Texas Tech University Hospitality Services

Credits go to: Evan Wilson, Supervisor of Media Content

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Film, Video, & Sound Branded Content & Entertainment Online Film, Video & Sound Single entry :60 seconds or less

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Texas Tech University Hospitality Services Be Kind, Be Courteous Texas Tech University Hospitality Services

Credits go to: Evan Wilson, Supervisor of Media Content

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Cross Platform Integrated Advertising Campaigns Consumer Campaign-Local

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South Plains College SPC Haunted Halloween South Plains College

Credits go to: Chris Nazario, Visual Communications Specialist Adrian Mellberg, Web Content and Social Media Coordinator Myrna Whitehead, Coordinator of News and Information

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Cross Platform Integrated Brand Identity Campaign Local or Regional/National

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South Plains College Now Is The Time South Plains College

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Credits go to: Chris Nazario, Visual Communications Specialist Nathan Boyd, Visual Communications Specialist Adrian Mellberg, Web Content and Social Media Coordinator Myrna Whitehead, Coordinator of News and Information Dane Dewbre, Executive Director of Marketing and Communications

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Texas Tech University TTU Graduation Campaign Texas Tech University

Credits go to: Armando Godinez, Associate Director of Creative

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Elements of Advertising Visual Logo Design

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Texas Tech University Student Housing Fireside Chat Podcast Logo Texas Tech University Student Housing

FIRESIDE CHAT

Social Justice Education Committee

Credits go to: Gahye Lee, Senior Designer

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Texas Tech University Student Housing Red Raider Express Pass Logo Texas Tech University Student Housing

Credits go to: Gahye Lee, Senior Designer

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TTU Student Union & Activities Arbor Day 2021 Logo Student Union & Activities

PLANTING

TRADITION

Credits go to: Autumn Arthur, Designer

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Texas Tech University Hospitality Services High Five Award Texas Tech University Hospitality Services

Credits go to: Melissa Mendez, Marketing Multimedia Journalist

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Elements of Advertising Visual Infographic

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Texas Tech University Student Housing Carol of Lights 2021 Poster Texas Tech University Student Housing

The Residence Halls Association and Texas Tech University Present

Carillon starts at 6:30 p.m. | Ceremony begins at 7:00 p.m. Memorial Circle & Science Quad

Tuesday, November 30, 2021 For assistance with special needs, contact rha@ttu.edu. Sign language interpreters will be provided for the deaf and hard of hearing. ADA parking available from 15th Street.

Credits go to: Jenise Wooten, Unit Manager, Designer Anna Burton, Collaborator Jessica Webb, Collaborator

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Elements of Advertising Visual Illustration Single

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Texas Tech University Texas Tech Campus Illustration Texas Tech University

FROM HERE, IT’S POSSIBLE EVERMORE BY CHRIS COOK, MATTHEW DEWEY, ARMANDO GODINEZ, VERONICA MEDINA, GLENYS YOUNG, AND ASHLEY RODGERS

WHAT DOES THAT MEAN?

Credits go to: Veronica Medina, Associate Director of Creative

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Texas Tech University Victory Bells Illustration Texas Tech University

Credits go to: Veronica Medina, Associate Director of Creative

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Texas Tech University West Texas Grit Illustration Texas Tech University

prepare myself to make the most of every opportunity and see every challenge as an opportunity to take another path. My story isn’t a 'one size ﬁts all,' though. That’s what makes diversity and inclusion important. There are many paths our airmen can take to success.” Once again, he’s found that the work starts by opening channels for communication and building a foundation out of connections. With Brown, there’s no “meeting after the meeting” where some voices are excluded from the conversation. Instead, there is an intentional effort to engage all who may be affected by his decisions.

“ I want an e nv iro nm ent in th e Air Force wh ere alll o u r airme n an d t he ir fam m i l i e s c a n re a c h t h e i r fulll p otentia l.” “I’ve wanted to accelerate decision-making to better support our airmen and families,” he says. “I strongly believe in being open, transparent and engaged, and I expect the same of the leaders solving some of our hardest problems. Rather than being briefed and told what others want me to hear, I’d much rather have an informed discussion to determine what we all need to know to turn challenges into opportunities.” Out of these meetings have come changes that Brown hopes will increase diversity, equity and inclusion among the ranks, including an increase in the recruitment and retention of underrepresented groups to ensure a diverse workforce. Ongoing efforts focus on key diversity and inclusion issues that will shape the future initiatives, procedures and culture of the Air Force. The early changes under Brown’s leadership include the addition of 100 more full scholarships for students to attend Historically Black Colleges and Universities through the ROTC program. The Air Force also has introduced the GO Inspire program, requiring general officers to regularly participate in recruiting activities in underrepresented communities. The program also promotes reviews of policies and procedures that may create barriers or burdens for various groups within the service.

“A diverse and inclusive workforce breeds innovation, and we cannot imagine the future without that innovation,” he says. “We want the changes and progress we make to be meaningful and lasting, baked in rather than bolted on. Some of these changes only scratch the surface. The Air Force still has work to do, but we’re listening and taking action so we can make meaningful and lasting change.” In his more than 35 years of service, one thing that hasn’t changed is Brown’s commitment to others. Though he arrived at Texas Tech intent on building structures, Brown says being a Red Raider ultimately prepared him for a career spent building relationships, creating global stability and making connections. “If you’ll notice, in a number of my pictures online, when I’m not enjoying a Dr Pepper, I have a water bottle next to me with a Texas Tech sticker,” Brown says. “Texas Tech was the beginning of my professional career and played a big role in my early development as a leader. If I could do it all over again, I wouldn’t change a thing. I’m grateful for every minute of my experience as a Red Raider.” As he looks to the future, Brown says he’s enjoyed seeing the innovative ways airmen have turned all the challenges of the past year into positive opportunities. He continues to be amazed and motivated by these service members and has high hopes for the ways he plans to serve them as they serve their country. “I was recently asked what I wanted my legacy to be,” Brown says. “I have a responsibility to put the Air Force on a path to implementing its future force design that ensures these airmen have the capabilities to preserve our national security. Just as importantly, I want an environment in the Air Force where all our airmen and their families can reach their full potential. This means they live and work in a community where they feel valued and respected and there are few, if any, barriers to their success. “Simply said, I want to be remembered for making a difference for those I’ve had the privilege to lead.”

WEST TEXAS GRIT RED RAIDERS STEP UP WHEN THE GOING GETS TOUGH

BY GLENYS YOUNG

The School of Veterinary Medicine Congratulations to the 60 students selected for the inaugural class of the Texas Tech School of Veterinary Medicine. West Texas has always been known for its pioneering spirit, and these students show nothing less. They are making history as part of the first new veterinary school in Texas in more than a century. We are confident they will carve out their own paths to success, while remaining forever linked to the thousands of Red Raider trailblazers before them.

The Impacts of COVID-19 The past three semesters have presented challenges to academia and, indeed, to the entire world, on a scale no one could have imagined before it was actually upon us. Much has been said about Texas Tech's research efforts related to COVID-19: how teams from across multiple campuses came together to create new personal protective equipment in the face of shortages, and how volunteers have supported the testing efforts at The Institute of Environmental & Human Health. But just as important to highlight are those whose efforts did not make headlines. Our faculty, staff and students pivoted their normal operations, in many cases nearly overnight, to ensure the safety of all in our community. We showed pure grit in adapting from in-person to online learning and back again. Along the way, we wore our masks and continued to social distance, even when it was inconvenient. After witnessing the ability of our community to change, put others' needs ﬁrst and work together to curb the spread of COVID-19, we are so proud to be Red Raiders.

ILLUSTRATIONS BY RONY DIXON

No 24

E V E R M O R E Magazine

S U M M E R 2021

No 25

Credits go to: Rony Dixon, Graphic Design

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Texas Tech University Masked Rider Halloween Illustration Texas Tech University

Credits go to: Rony Dixon, Graphic Designer

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Texas Tech University Hospitality Services Southwest Chicken Salad Texas Tech University Hospitality Services

Credits go to: Evan Wilson, Supervisor of Media Content

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Texas Tech University Hospitality Services TTU Administration Building Texas Tech University Hospitality Services

Credits go to: Evan Wilson, Supervisor of Media Content

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Texas Tech University Hospitality Services TTU Starbucks Peppermint Mocha Texas Tech University Hospitality Services

Credits go to: Evan Wilson, Supervisor of Media Content

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