AUTM Rebrand

AUTM, the leading association for the diverse technology transfer field, provides education and inspires a community of over 3,000 global professionals to develop academic research that spearheads innovations.

AUTM partnered with our team to reimagine its brand and create a new identity that reflected a modern narrative on what the organization represents.

AUTM’s original name, the Association of University Technology Managers, marginalized members who represent industries beyond higher education. The name of the association in itself didn’t accurately embody the entirety of the organization’s membership.

With 30 years since its last rebrand, AUTM’s leadership felt that the organization was in need of a name change, a refreshed visual identity to represent its modern positioning within the industry, and a website to reflect its new brand and leverage its core value of bringing research to life.

AUTM’s new brand has an inviting persona and its redesigned website injects life into the member experience and serves as an engaging entryway into the association, highlighting: its members, available technologies for members, collaborations with academic and corporate partners, and success stories of those who benefit from AUTM’s research and development.

In just three months after the AUTM website “Our leadership and our membership are very happy with the rebrand. Bates Creative’s designs have given the Association a more modern and global appeal, and more accurately reflects the innovative and inclusive approach within our Association.” redesign launched:

• autm.net’s pageviews increased 26%
• autm.net’s new users increased 25%
• autm.net’s email traffic increased 102%

In addition, following AUTM’s rebrand, an increase in page views across the site occurred:

• Annual meeting landing page views increased 29%
• Annual meeting registration page views increased 34%
• Webinars page views increased 51%
• Career page visitors increased 57%
• My AUTM membership portal page views increased 157%

The organization continues to inject its new identity into cohesive experiences, including its annual conference. Beyond Definition most recently helped to develop the event branding for AUTM’s Annual Meeting 2020.