Lunch & Learn: The UNM + DreamStyle Rebranding Story

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Lunch & Learn
11:30 am - 01:00 pm
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Lunch & Learn: The UNM + DreamStyle Rebranding Story


It’s arguably New Mexico’s biggest rebranding story of 2017.

In May 2017, the University of New Mexico announced that Larry Chavez, CEO of DreamStyle Remodeling and a UNM alum, was giving a $10 million gift to his alma mater. $9 million was earmarked for the UNM Athletics Department, making it the largest philanthropic gift in the department’s history. The gift included naming rights for University Arena (aka The Pit) and University Stadium.

Dreamstyle Remodeling, working with Albuquerque-based branding agency K2MD, asked for community input on naming and exterior signage designs. Six visual concepts for naming and branding of the venues were developed, and DreamStyle then invited the community to vote on their favorite. The results of these efforts have met with resounding success and community support, as reported in the Albuquerque Journal and in Albuquerque Business First.

DreamStyle Pit final signage

Join NMAMA as we welcome Dawn Dewey, Marketing Director at DreamStyle Remodeling, and Randall Marshall, Principal/Vice President of Creative Services at K2MD. Dawn and Randall will give attendees an inside look – from both the client and agency perspectives – at the rebranding of UNM’s iconic sports facilities, including:

  • How they ensured that UNM students, alumni and community sports fans felt ownership in the rebranding process
  • Best practices when soliciting public input on high-stakes branding concepts
  • The impact of effectively harnessing Lobo passion
  • How to navigate the melding of two iconic graphic identities into one

Learn key principles from this rebranding success story that you can apply in your own branding efforts!

When: Thursday, September 21, 11:30 am to 1:00 pm
Where: Pappadeaux Seafood Kitchen
5011 Pan American Freeway NE
Albuquerque, NM 87109

Pappadeaux Seafood Kitchen

Cost: $25 AMA Members (must be a current AMA member)
$40 Non-member guests

RSVP & Payment: Please click the link below to register:


About Dawn Dewey & DreamStyle Remodeling

Dawn Dewey

Dawn has been with DreamStyle Remodeling since 2013. She has been recognized in Professional Remodeler Magazine’s 40 Under 40 and was selected as Renewal by Andersen’s Marketing Leader of the Year in 2015. She holds a BBA in Marketing Management from UNM’s Anderson School of Management. When not working, Dawn loves spending time with her family: her husband, one-year-old daughter, two dogs and one cat.

DreamStyle Remodeling, founded in 1989 in Albuquerque, sells and installs a full range of home improvement and remodeling products, including Renewal by Anderson replacement windows. The company, which employs nearly 500 people, has grown into one of the largest remodeling companies in the country, with customers totaling over 60,000 throughout five states (New Mexico, Arizona, West Texas, California, Idaho), and serving major Southwest markets including Albuquerque, Santa Fe, Phoenix, Tucson, San Diego and Boise.

About Randall Marshall & K2MD

Randall Marshall

As Principal/Vice President of Creative Services at Kilmer Kilmer Marshall Duran (aka K2MD), Randall is responsible for brand strategy, brand development, and creative supervision at the agency. Randall, a native New Mexican, received his BFA in Design Communications from Texas Tech University. He has developed branding, rebranding programs, and signage systems for local and national clients such as Target Corporation, Lovelace Health System, beWellnm, and New Mexico Health Connections. Randall designs, art directs and oversees all creative development at K2MD. He has won numerous national design awards from ReBrand100, Graphis, the American Institute of Graphic Arts, the Print Regional Design Annual, How Design, Ad Federation Addys, and the Clio Award.

K2MD specializes in data-driven branding using market analytics, consumer insight, category experience, and data-mining technology integrated with creative and media strategy across all brand touchpoints.

Special thanks to our 2016-17 events sponsor!



September 21, 2017
11:30 am - 1:00 pm
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