The School of Interdisciplinary Studies is the smallest school at the University of Texas at Dallas. When I joined the team, the school seemed self-consciously aware of its smallness. Enrollment was down, brand awareness even on campus was poor, staff morale was low, and not much was being done to attract potential students or make current ones feel excited about their choice of major.

I decided to change all that. “You’re Weird” popped into my head and I ran with it. I instantly knew this was a campaign that could encourage students and give those of us who run the school of a sense of identity. An IS degree is fully customizable, and that can be scary. It doesn’t have the certainty of a computer science or biology degree. As one advisor said, “It’s you really leaning in to you.” A lot of our students come to us because they don’t fit anywhere else. I decided we should lean into that. Even weirdos deserve a home.

“You’re Weird” has made not only students but staff and faculty feel seen and understood. It kicked off a rebrand and became the slogan for our school. It has graced T-shirts, tumblers, posters, banners, stickers and mugs. It was my first big campaign, and it’s still one of my favorites. It’s simple, colorful, and honest.