Gerald Holland has been named to lead KU's Marketing Communications team. Holland will work to enhance KU's brand through initiatives ranging from features highlighting the research of KU faculty to the annual campaigns to recruit new students.

When it comes to selling Kansas University — to potential students, faculty, donors and others — looks do matter.

Making sure KU has the right look is Gerald Holland’s job.

Holland is KU’s new director of marketing communications. In the position, which he started Dec. 1, he leads the team in charge of enhancing KU’s brand across everything from student recruitment campaigns to features highlighting faculty research.

Good branding is important to communicate the university’s message, Holland said. And in today’s competitive marketplace, the goal is building a “mutual relationship” between your brand — KU — and consumers.

“You want to make sure the relationship you have with people is consistent,” he said.

At the same time, Holland said, KU and its brand have to keep up with the times, though changes require research and thoughtfulness.

For example, remember when KU changed the font on its logo back in 2005? Although Holland wasn’t a part of that effort, it was a huge, and even controversial, undertaking.

“Over time brands evolve, and we have to be part of that evolution,” Holland said. “We have to be leaders.”

Holland’s professional background includes visual art, fashion and advertising.

He has a Bachelor of Fine Arts in painting from KU and a Master of Fine Arts in studio art from the New York Academy of Art.

As a “broke college kid” in New York City he started working as a production assistant on music videos and TV commercials, which led to bigger and better production work on high-end fashion photo shoots, including with Vogue, Prada, the Gap and Victoria’s Secret.

Recently he worked for VF Corp. in Merriam, with the Lee Jeans and Rock and Republic brands. Before that he spent 10 years with Hallmark Cards in Kansas City, Mo.

“Gerald’s experience building an internal ad agency coupled with his background working with well-known national brands will enhance our public affairs efforts at the University of Kansas as we continue to elevate the national stature of our institution,” Tim Caboni, vice chancellor for public affairs, said in a news release.

Holland said he was excited about directing marketing at KU.

“It is a great opportunity to continue the rich story of the KU brand and to create meaningful engagement at every touch point,” he said.