DePaul University has introduced a new brand strategy centered on the message "We Major in You," which will serve as the university's official tagline. The initiative aims to highlight DePaul’s approach of placing students at the center of its educational philosophy, combining classroom instruction, project-based learning, and community engagement to foster 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 university plans to implement this brand through various channels. Digital signage will appear at bus shelters and malls across Chicago. Campus buildings will feature updated branding elements, and a custom wrap for DePaul's Cinespace Studios Shuttle will display the new look as it connects campuses with the university’s professional production facility. New college-specific apparel with an affinity mark has also been launched.

The campaign will use digital platforms such as Instagram, TikTok, Snapchat, Facebook, Twitch, iHeart Radio, and Pandora for targeted advertising. A dedicated landing page (https://majorinyou.depaul.edu) provides campaign stories and further information about the initiative. This effort marks DePaul’s largest branding investment since 2018.

“This brand emerges directly from our DePaul community," said Cristel Turner, chief branding officer at DePaul University. “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."

DePaul’s Layered-Learning approach underpins the new brand strategy by integrating classroom education with project-based learning and service-learning experiences. Students collaborate with organizations throughout Chicago to apply their academic knowledge in practical settings while engaging in service-learning projects that emphasize community involvement.

According to data from the university, 92% of graduates report positive career outcomes after completing their studies at DePaul.