Due to limitations concerning the use of the name "University of Texas", a full-blown branding process was undertaken by a team of creative individuals, overseen by Creative Director Nick Munoz.

AGC members, non-members, departmental staff and industry practitioners were interviewed, and the end result showed confusion as to what UTAC represented. This led to a re-evaluation of the organization. The organization was given a new name, a new identity, and a set of core values that represented its mission statement.

The mission statement reads as follows: "The Advertising Graduate Council is a motivated and enthusiastic student-run organization that serves the needs of graduate advertising students. Its aim is to maximize the Graduate School experience, and to increase employment prospects by utilizing the organization