CHICAGO – DePaul University today announced a comprehensive new brand strategy that champions the university's unique value and transformative educational experience for students.
The new brand is anchored by the message "We Major in You," the university's new official tagline. This highlights DePaul’s teaching philosophy placing each student at the center of an educational approach combining classroom learning, project-based learning, and community building that ultimately drives positive career outcomes.
“Our new brand showcases how DePaul transforms students into leaders who make a meaningful difference in the world,” said Robert L. Manuel, president of DePaul University. “For generations, we’ve blended our Catholic, Vincentian mission with theory, research, and practice to shape the trajectories of our students and the futures of the communities we serve. Our society needs graduates who can do more than just perform tasks—it needs problem-solvers, innovators, and changemakers. This brand is a fresh way to express what has always defined DePaul: preparing people who succeed in their careers and drive positive change wherever they go.”
The new brand will be brought to life through a robust programmatic digital media program, featuring digital signage at bus shelters and malls. Branding will adorn campus buildings, while a custom wrap for DePaul's Cinespace Studios Shuttle will showcase the brand as it connects the university's campuses to its nearly 60,000-square-foot professional production facility. Additionally, new college-specific apparel featuring a new affinity mark has launched and is now available.
The campaign extends across digital platforms with targeted social media advertising on Instagram, TikTok, Snapchat, Facebook, and Twitch, as well as audio advertisements on iHeart Radio and Pandora. A dedicated campaign landing page serves as the central hub for exploring campaign stories and visuals and providing more information about the initiative. These diverse channels are critical for reaching prospective students and parents, showcasing DePaul's commitment to putting students first in their academic and professional journeys. The initiative represents the university's largest branding investment since 2018.
“This brand emerges directly from our DePaul community," said Cristel Turner, chief branding officer, who led the rebranding initiative. “Our students, faculty, and staff are already living this transformative educational experience every day. We wanted to articulate that reality in a way that creates academic distinction for DePaul and an elevated brand aesthetic. This isn't about changing who we are; it's about sharing our authentic story with the world."
The brand is built around DePaul’s Layered-Learning approach, the university’s educational framework that combines classroom learning, project-based learning, and service-learning. This proven methodology encourages students to learn from both inside and outside the classroom, leveraging the relationships of DePaul and its professors to unlock opportunities in Chicago as an extension of our vibrant campuses.
Through project-based collaborations with Chicago organizations, students gain hands-on experience that directly applies their academic knowledge to real-world challenges. The service-learning component helps students recognize the value of community engagement, ensuring they don't just learn about the world, they actively engage with it to create meaningful change. This approach sets DePaul apart, providing graduates with a robust academic foundation, practical experience, and vital community connections, with 92% of students reporting positive career outcomes.
To learn more about the new brand, visit: https://majorinyou.depaul.edu
About DePaul University
DePaul University provides exceptional academics and real-world experiences to prepare students for a changing world. With more than 21,000 students across more than 300 academic programs, DePaul has two campus locations in Chicago. Students richly benefit from the city’s many opportunities. In turn, DePaul is one of the forces that shapes Chicago’s future. The university was founded in 1898 by the Congregation of the Mission (Vincentians), a Roman Catholic religious community dedicated to following the ideals of St. Vincent de Paul. With academic programs that are among the top in the nation, DePaul has a long tradition of providing a high-quality education to students from a broad range of backgrounds. DePaul is one of the largest private, nonprofit universities in the Midwest and one of the largest Catholic universities in the nation. Visit https://www.depaul.edu/ to learn more.
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