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As one Hispanic-Serving Institution (HSI) strives to transform itself from a regional teaching university into a Research Institution (R1), meeting Garcia's (2017) description of “serving” is often complicated by the demands placed on faculty and leaders. This case study explores the work done at one regional HSI to help graduate students in the context of simultaneously aspiring to become an R1. Findings suggest that articulating and maintaining a HSI identity is promising when institutional leadership is supportive of HSI goals; however, R1 goals are prioritized over maintaining and strengthening HSI servingness for the sake of competitive branding, more funding, resources, and prestige (Crow & Selingo, 2021).