They say that in education, where Texas goes, so goes the nation. As the second largest education system in the US, Texas is often considered the model for how states manage their school systems. As the go-to association for Texas school business and operations professionals for over 75 years, TASBO supports its members and helps drive policy that impacts the lives of millions of students nationwide.

While TASBO is valued by its members, its brand story and visual identity didn’t reflect the true impact they have on education. Their tagline, mission, and purpose statement were all the same: “TASBO is THE trusted resource for school finance and operations.” This is true, but there’s more to their story we wanted to tell. TASBO educates those who make education possible. Their story needed to reflect their impact on education in Texas and beyond.

“TASBO: Find the Answer Here.” That’s TASBO’s new tagline. It positions TASBO as the first place someone should seek support—already true for current members and a promise to prospects. The new logo shows TASBO as a connector. They bring professionals together from every corner of Texas and every facet of school business, shaping community and creating space for every member. It’s a pathway to answers.

To mitigate any fears around the rebrand—change is scary!—we encouraged a launch video. It’s the best format to bring members along and ease them into the updates while reassuring them of all that’s staying the same. Watch for yourself to see how TASBO is (still) the thread that weaves Texas school business together.