Mascots, Cheerleaders, and Moments That Matter

One of the most meaningful memories from my years working at Limestone University has nothing to do with press releases, marketing strategies, or enrollment campaigns.

It has everything to do with family.

I will never forget the day our twin daughters, Grace and Ashton, joined me their freshman year for an appearance at a local elementary school. Grace was wearing the Bernie mascot suit, while Ashton was there in her Saints cheerleader uniform, ready to bring smiles and school spirit to the children.

At one point, a little girl walked over to me, placed her hot chocolate in my hands, and then ran to Bernie with arms wide open. She wrapped both arms tightly around Bernie’s neck and held on as if she never wanted to let go. A few moments later, I realized I couldn’t find Grace anywhere.

I finally found Grace alone in a dark hallway, sitting quietly with the Bernie head off, tears streaming down her face. She explained that the little girl had only one hand and had given me her hot chocolate so both arms could be free to hug Bernie. Grace hadn’t expected an encounter like that, and it clearly touched her deeply. In that instant, I realized that sharing my Limestone journey with my family would be something truly remarkable. It wasn’t just about campus events or appearances. It was about creating memories that would remain with us for a lifetime. That experience left an impression on all of us that we will never forget.

Both Grace and Ashton were students at Limestone during their time making appearances, whether as Bernie or as cheerleaders. On several occasions, they even took turns being Bernie, sharing the role and the happiness it inspired. They certainly didn’t do it for notoriety or praise. Bernie’s identity was always kept secret, which meant neither of them received recognition for the smiles they brought.

And yet, that was what made it so meaningful.

Their reward came in the delight of children, the cheers of fans, and the quiet moments when they knew they had lifted someone’s spirit. Together, the twins brought energy and excitement to campus and community events, from football games to parades to hospital visits. I was blessed to watch it all up close, not just as part of my job, but as a father seeing my daughters make a difference for others. My role at Limestone was already fulfilling, but those experiences made it far more than a job. They became part of our family story.

We even managed to expand that circle further. Ashton’s boyfriend Andrew and his family generously volunteered their beloved Saint Bernard, Axel, to serve as Limestone’s live mascot. They never charged us a dime, hauling Axel to tailgates, parades, special campus events, and more. They took care of everything, from having him professionally groomed to giving him a well-earned cheeseburger (or two) afterward, simply because they knew how many smiles he could bring. Watching my daughters, their loved ones, and even Axel become part of Limestone’s story reminded me that the heart of Limestone was not found in its buildings or programs, but in the people who brought it to life.

What I came to appreciate most during my years at Limestone was how deeply the university was woven into the community. It wasn’t just a place for learning. It was where generations of families gathered for games, celebrated milestones, and shared pride. Whether cheering on Saturday afternoons or watching Bernie in a holiday parade, the community felt connected, and my family was fortunate to be right in the middle of it.

For us, Limestone became part of our family identity. Grace and Ashton stepped into roles that connected them to something bigger than themselves, and their future fiancés joined in, creating memories we will always cherish.

Even after Grace finished her bachelor’s and master’s degrees, she asked to be Bernie one last time at Limestone’s graduation this past May, knowing it would be the final one. Her heart was heavy, but she wanted to see Bernie bring smiles to students and families one last time. Watching her take on that responsibility for the final appearance, marking the end of an era, was bittersweet and beautiful. It captured everything Limestone had meant to us, including connection, care for others, and being part of something larger than ourselves.

What made those years truly unforgettable was not only the professional challenges or accomplishments. It was sharing those experiences with my family and the community, seeing firsthand the impact a university could have beyond its own walls. Limestone gave us more than an education or a career. It gave us laughter, pride, tears, and enduring memories.

Even though Limestone ultimately closed, its spirit lives on in every life it touched. For our family, it will always be more than a university. It was where our stories intertwined, where our daughters found purpose, and where we experienced what it truly means to be part of a caring community. The best way to honor that legacy now is to carry Limestone’s spirit forward, lifting others up, spreading smiles, and doing what we can to make the world a little brighter.

 

The Role of Leadership: Strengthening the Swimmer or Calming the Waters

Leadership is rarely a one-size-fits-all responsibility. At times, it requires pushing people to grow, sharpen their skills, and rise beyond what they thought possible. Other times, it means providing stability, reassurance, and calm in the middle of uncertainty. There is a common phrase that captures this well: sometimes the role of leadership is to strengthen the swimmer, and sometimes it is to calm the waters.

During my time as Vice President of Communications & Marketing at Limestone University, this balance became especially important. I was fortunate to lead a team filled with talent and creativity. There were moments when my role was to challenge them, to help them see just how much they could accomplish, and to encourage them to reach their fullest potential. Yet there were also moments when the weight of external pressures and an uncertain future for the institution left my team anxious. In those times, my role was not to push harder, but instead to steady the environment, ease their concerns, and help them stay focused on what we could control.

I learned that both sides of leadership are equally valuable. A team cannot thrive on constant challenge without periods of reassurance, just as they cannot succeed with comfort alone and no push toward growth. Striking the right balance requires attentiveness, empathy, and a willingness to shift depending on what your people need in the moment.

Looking back, I am proud of how our team at Limestone navigated those seasons of uncertainty while continuing to deliver meaningful work. I often saw the best results when I trusted the talent around me, encouraged individuals to stretch themselves, and at the same time created an atmosphere where they felt supported and secure.

This lesson has stayed with me beyond my time at Limestone. Whether in higher education or any other field, effective leadership often comes down to knowing when to strengthen the swimmer and when to calm the waters. A leader who can do both helps their team not only survive challenges, but also grow stronger and more resilient along the way.

Although Limestone ultimately closed earlier this year, I believe our team members were prepared to weather that storm. They carried their talent, creativity, and resilience into meaningful careers elsewhere, and that remains one of the most rewarding outcomes of my time in leadership.

The true measure of a leader is not in controlling every outcome, but in equipping people to face challenges with strength and confidence. Even in seasons of uncertainty, leaders have the opportunity to instill resilience, provide clarity, and remind their teams of their value. By leading with empathy and purpose, we help people grow in ways that last far beyond any single organization or moment in time.

The Often Overlooked Impact of Staff in Higher Education

When people think about the individuals who shape a student’s college experience, professors often come to mind first. After all, they lead the classrooms, assign the projects, and challenge students to think in new ways. But in my years working at Limestone University, I came to see clearly that staff members also play a powerful, life-changing role in the student journey.

I began as Director of Communications at Limestone in the fall of 2013. That December, right before graduation, I noticed something unexpected. Senior students were coming by our office to see my colleague, K.C. Barnhill, who was the long-time alumni director at that time. They hugged, they cried, and they spoke with a deep sense of gratitude. I watched quietly, puzzled.

Why so many tears? Why so many embraces? My colleague explained that he had known these students for years, had watched them grow, and was proud of what they had achieved. I nodded politely, but if I’m honest, I didn’t fully understand it, at least not then.

Five months later, in May, it finally became clear to me.

Graduation had arrived once again, and I found myself in the very same position. I was the one hugging students, wiping away tears, and telling them how proud I was of them. In just a short time, they had touched my life, and I had touched theirs. Many were first-generation graduates, just as I had been at Limestone years earlier. It was humbling to realize the bond that can form between staff and students in such a short period of time.

Professors make a profound impact on students, but staff members can too. Sometimes it is a word of encouragement, a bit of mentoring, or simply a warm smile in passing. K.C., that same colleague who first showed me this truth, later joined me on the Communications staff. Together, we went on to build Limestone’s inaugural Department of Communications & Marketing. As our team grew, one of the principles we emphasized was the importance of engaging with students.

We made it simple. If you pass a student, speak to them. If their head is down, lost in a phone screen, speak anyway so they look up and feel seen. Ask how their classes are going. Ask about their team, their recital, their performance. Show up to their concerts. Cheer for them at their games. Support them in the moments that matter to them.

Because you don’t have to lead a classroom to teach. You don’t have to assign homework to mentor. Staff members are part of the student’s learning journey, often in ways that are less formal but just as meaningful. Staff can help students succeed, and can help them love their school, simply by being present, encouraging, and engaged.

What I discovered is that higher education is about much more than academics. It is about connection, growth, and the people who show up for students in ways that stay with them for a lifetime. Staff members have the chance to be that steady voice of encouragement, that smiling face that reminds a student they belong, or that mentor who helps them see what they can become.

Every conversation matters. Every gesture matters.

And when we choose to pour into students, we often find that they pour right back into us, leaving us changed in ways we never expected.

Buy The Blueberries...

Life is fragile, and recent events remind us that we never know how much time we truly have. The sudden death of Charlie Kirk is a sobering reminder that tomorrow is never promised. While this is not meant to be a political reflection, it is a reminder of the urgency of time, the preciousness of family, and the small choices we make each day that build a lifetime of memories.

In the days following Charlie’s passing, his wife Erika shared a touching story about their young daughter. The little girl asked where her father was, and Erika gently replied, “Baby, daddy loves you so much. Don’t you worry. He’s on a work trip with Jesus, so he can afford your blueberry budget.” 

In that moment, blueberries became more than fruit. They became a symbol of love, care, and the everyday things a father does for his children.

That story has stayed with me. 

“Buy the blueberries” is not about the cost, or even about blueberries themselves. It is about doing the little things for our children that show love, care, and presence. Charlie can no longer buy blueberries for his family, and that reality pushes me to think about what I can still do for mine.

It is not always grand gestures or expensive gifts that matter most. It is the meaningful things, the shared time, the tiny traditions that build into lifelong memories. 

When our twin daughters were babies and still strapped into their car seats, I made a habit of taking them to Cracker Barrel every Saturday morning so my wife could sleep in. What started as a simple gesture soon became a ritual, a reminder that love often shows itself in the most ordinary moments. Our girls do not actually remember those breakfasts, but even now they ask me to tell the stories of those mornings, and in a way, the telling has become just as meaningful as the moments themselves.

Our family traditions at Christmas carried that same spirit. For years, Rudolph and his electrified red nose magically appeared in our backyard on Christmas Eve. The girls would run to the upstairs window, eyes wide, filled with wonder and belief. To this day, that memory shines brighter than any gift under the tree. It was simple, a little bit of work and imagination, but it created joy that still lives in their hearts.

Now our children are in their twenties, and both are about to get married. My role as a father looks different than it did when they were little, but it hasn't ended. I can still do the sweet things, the unexpected things that delight and surprise them. It may not be Cracker Barrel breakfasts or Rudolph’s glowing nose anymore, but there are always ways to show them that their dad loves them and is thinking of them.

Children rarely remember the price tag. What they remember is your attention, your laughter, and the way you made them feel seen and cared for. Whether it is buying blueberries, playing catch in the yard, or reading the same bedtime story for the hundredth time, these are the gifts that last.

So here is my challenge, to myself and to you. 

Do one small thing today for your children. Take the walk. Sit on the porch and listen. Keep the silly traditions alive. None of us know how much time we have, and that is what makes each small act of love so important. 

So whatever it looks like for you, big or small, buy the blueberries.

Finding My Gift Through Storytelling

For a long time, I wondered where my gift might be. The Bible says everyone has one, but going into my first year of high school, I had not quite discovered mine. I was not the fastest kid, and I certainly wasn’t built for the football field. At Gaffney High, that meant I was not headed for the spotlight as a Friday night football star. 

I wanted to belong to something bigger, but I had not yet found my place.

Then I walked into a classroom that would change my life. It was Mrs. Phyllis Curtis’ journalism class, and it felt like a door swinging wide open. Suddenly, I was no longer just another student trying to figure out where I belonged. I had found my voice. Journalism gave me the chance to do something meaningful, to capture moments that mattered, and to connect with people through their stories.

Becoming Sports Editor of the school newspaper put me right in the middle of the action. I was not on the field making tackles or on the court sinking jump shots, but I was still part of Gaffney High athletics. I was telling the stories of the players, the coaches, the wins, and the heartbreaks. For the first time, I realized storytelling could be just as powerful as playing the game itself.

That discovery shaped the path that followed. While attending Limestone College and studying Business, I became the Sports Editor of The Gaffney Ledger. It was there that I began to understand the weight of community journalism, the responsibility of telling stories with honesty and heart. Covering local games was never just about scores or stats. It was about capturing the pride of a small town, the traditions that bonded families, and the sense of identity that athletics gave to our community.

As my responsibilities grew, I stepped into the role of News Editor, and later I became Managing Editor/Sports Editor of a new paper, The Cherokee Chronicle. I loved being able to tell the stories of people in and around Gaffney and Cherokee County. Whether it was a Friday night under the lights at Gaffney High, a big hoops game at Blacksburg High, or many of the growing athletics programs at Limestone College, I was drawn to the human side of sports and community life.

Those years taught me something that has carried into every step of my career. Storytelling is not just about reporting facts. It is about shining a light on people, giving them a voice, and creating connections that last long after the story is read.

During my years with The Chronicle and beyond, I was fortunate to continue sharing those stories as the radio sideline reporter for Gaffney High football for more than two decades, giving fans a front-row experience of the games and bringing to life the athletes and coaches they followed so closely.

My career would take me in new directions that expanded my perspective and stretched my skills. I spent over a decade managing and marketing a large sports and entertainment center then went on to marketing and business development with Hollywood’s Productions, an experiential marketing agency. That work gave me the chance to be creative in new ways, helping brands tell their stories through immersive experiences that audiences could feel and remember. It reminded me again that at the core of every great campaign, there is always a story waiting to be told.

Eventually, I found my way back to two of my first loves: storytelling and Limestone College. First, I served as Director of Communications, and later I became the founding Vice President for the new Department of Communications and Marketing. In those roles, I had the honor of telling Limestone’s story. It was not just about promoting a college, it was about showing how Limestone opened doors for first generation students, celebrating a history that stretched back generations, sharing the individual journeys of students, and highlighting the impact Limestone had on the local community and across the region. I was especially proud to help highlight the success of Saints Athletics, which tied back to the very place where my own love for storytelling began.

Looking back, I can see how one high school class opened a door that changed everything. I may never have been fast enough to carry the football at Gaffney High, but I found a different way to be part of the story. 

And once I found my gift, I never let it go.

Beyond Mrs. Curtis, I was fortunate to have a number of mentors who shaped my love of storytelling, including Tommy Martin, Andy Solomon, Dennis Fowler, Fender Brown, and David Green. Each of them offered guidance, encouragement, and insight that helped me grow both as a writer and as a communicator.

Today, storytelling continues to shape how I approach my work and my life. It is more than a profession, it is a way of connecting, inspiring, and creating understanding. Stories remind us of where we have been, they give meaning to where we are, and they point us toward what is possible. 

My journey has proven to me that the right story, told with honesty and heart, has the power to open doors, change lives, and bring people together. 

Aligning Culture and Communication: What Happens When the Two Don’t Match

Every organization wants its story to resonate. Strong campaigns, inspiring messages, and eye-catching visuals can grab attention, but they can only take you so far. If the internal culture does not support the message, people will notice, and credibility starts to slip.

From my perspective in communications and marketing leadership, it is clear how much culture shapes the messages an organization shares. This applies to any organization, whether a university, nonprofit, or business. When culture and messaging are aligned, trust grows, and messages resonate. When they are out of sync, even the most carefully crafted campaigns can lose their impact.

A company might market itself as innovative or people-first, but if employees feel overlooked or customers experience something different, the gap becomes obvious. No amount of marketing polish can cover that.

The Risk of Misalignment

When culture and communication are out of sync, problems appear quickly:

• Trust fades when promises and reality do not line up
• Employees disengage when messaging does not reflect daily life
• Reputation suffers and negative stories often travel faster than positive ones

Signs the Gap Exists

Leaders can usually spot red flags if they pay attention:

• Employees dismiss or joke about the mission statement or tagline
• External stories feel disconnected from the actual experience
• Customers, students, or clients question whether marketing claims are genuine
• Leadership spends more time managing perception than improving reality

Closing the Gap

The solution is not to play it safe. Bold messaging works best when it is rooted in truth. Leaders can help close the gap by:

• Listening inward before speaking outward
• Living the values they promote, especially at the leadership level
• Checking regularly to make sure the story being told still matches reality
• Investing in culture because culture is what keeps communication credible

Final Thought

When culture and communication are aligned, an organization does more than tell a story. It lives the story every day, and that consistency builds trust, loyalty, and pride. People are inspired when values are reflected in actions, and that alignment creates energy that drives engagement, innovation, and growth. Organizations that focus on this harmony do more than succeed today. They create a future that their employees, customers, and communities can believe in.

We Get To...

Our sweet Angel turned 14 this past February. She’s a mixed-breed rescue who has been with us through so many seasons of life. Her back legs aren’t what they used to be, but she still gets around with a little help. 

And that’s the thing. Helping her isn’t a hardship. It’s a gift.

We don’t have to carry her outside when she’s unsteady. We get to.

We don’t have to mix shredded cheese into her dog food to tempt her appetite from time to time. We get to.

We don’t have to wrap her morning and evening pills in slices of turkey. We get to.

We don’t have to wheel her around in a wagon so she can still go places with us. We get to.

Every bit of it is worth it.

Just over a year ago, Angel suffered a life-threatening seizure. At the emergency vet, we were told it might be time to say goodbye. The team there saved her life, and we are so grateful. We were heartbroken at the thought of losing her, but we also believed in her. 

We weren’t ready to give up on her, and Angel clearly wasn’t ready to give up either. 

Fourteen months after that seizure, she keeps surprising us. 

She still walks on her own, she still smiles, and she still lives a life filled with joy. Sometimes she even sneaks off into the neighbor’s yard when we glance away for just a second, wandering with a mischievous grin as if she knows she’s giving us one more reason to laugh.

And Angel isn’t the only dog who brings happiness to our home. There’s also Saint, our Labrador who’s about to turn 4. He and Angel have what can only be described as a big-sister-little-brother bond. He drives her crazy sometimes with his boundless energy, while she prefers life at a gentler pace these days. 

Every morning he runs to check on her, tail wagging, eager to say hello. She lights up at the sight of him, though it’s not unusual for her to growl at him a few minutes later when he gets a little too close for comfort. It’s hilarious and heartwarming, a perfect picture of sibling love.

Dogs are more than pets. They are family. And when they reach their twilight years, they simply need a little extra care, patience, and love. That season brings its own kind of beauty. It reminds us that loyalty goes both ways, and that the bond we share with them only grows deeper with time.

Angel shows us every day that joy is found in the little things, in the moments we get to share with those we love. She teaches us patience, resilience, and gratitude. She teaches us that caring for someone we love isn’t a chore, it’s a privilege.

Because we don’t have to love her this way.

We get to.

The Importance of a Brand Narrative in an Organization’s Visual Identity Guide

A logo can catch the eye, but a story captures the heart. A strong brand narrative is what transforms colors, fonts, and design elements into something memorable and meaningful. Without it, a visual identity is just decoration. With it, an organization can communicate purpose, values, and vision in a way that resonates across every channel. This is true for any industry, but it is especially critical for higher education institutions where history, mission, and community pride are deeply tied to brand identity.

What Is a Brand Narrative?

A brand narrative tells your organization’s story in a structured, consistent way. It provides context to the visuals by answering why you exist, what you stand for, and how you want to be experienced. In practice, this includes four core components: an introduction, a mission statement, a core message, and a brand voice.

Introduction: Setting the Stage

The introduction frames who you are and why your story matters. It establishes the emotional connection behind the visuals and ensures your audience feels the experience of your brand, not just sees it. For higher education institutions, this is often where legacy and tradition meet innovation and opportunity, and that duality helps audiences understand the heart of the institution.

Mission Statement: Defining Purpose

The mission statement is the guiding star of the brand narrative. It articulates the “why” of your organization and connects audiences to your purpose. Every visual element, from photography style to typography, should tie back to this higher purpose. For universities and colleges, the mission often reflects commitments to access, academic excellence, and community impact, which must come through in both words and visuals.

Core Message: The Seed of Communication

The core message is the most important piece of the brand narrative. It is the central idea that should be reinforced in every channel and every campaign. Think of it as the seed that grows into all other communications, from social media posts to billboard headlines. This message ensures consistency and clarity no matter where your audiences encounter you. In higher education, the core message helps unify recruitment, alumni relations, and community outreach, ensuring that the institution speaks with one clear and recognizable voice.

Brand Voice: Bringing the Story to Life

A brand voice gives the narrative personality. Much like an individual’s voice, it is distinct and recognizable. It defines how you sound, what you emphasize, and how you make people feel.

Tone, the added nuance, adapts the message for specific audiences or moments. Recruitment materials might sound more energetic and motivational, while alumni communications can feel more nostalgic.

When I served as Vice President for Communications and Marketing at Limestone University, our brand voice reflected both tradition and progress. We described the experience like this: Visiting the Limestone University campus is like stepping into the past and future at the same time. Amidst the historic architecture and small-town Southern charm is a flourishing campus. That voice, rooted in heritage and opportunity, allowed us to share a story that was instantly recognizable, whether in social media posts, publications, or community outreach.

We built this voice using guiding principles:

• Simplify sentences and word choice.
• Focus on the “why” more than the “what.”
• Embrace a casual writing style to create energy.
• Choose active verbs over passive ones.
• Balance brevity with clarity.
• Always write for your audience.

Why It Matters

A visual identity guide that includes a strong brand narrative goes far beyond surface-level design. It becomes a strategy for connection. For organizations of every kind, this creates clarity and trust. For higher education institutions, it also strengthens relationships with students, alumni, faculty, and the broader community by ensuring every touchpoint reflects both story and mission.

When story and design come together, an organization does more than stand out, it stands for something.