From the Nominator

University of Texas at Dallas is a young university that grew quickly. As UTD matured and developed a personality, we realized that our marketing efforts needed to tell that story. To strengthen UT Dallas’s brand identity, we conducted campus and community surveys to gather insights from key audiences. We assembled 30 marketers from across campus for a branding workshop, facilitated by an external moderator and a graphic recorder, to collaboratively refine our brand personality and message. The process delivered buy-in and a clear picture of what sets UTD apart from competitors. From those insights, we developed a tagline—The Future Demands Different—and a marketing campaign that reflects our university’s distinct culture. Our goals were to attract prospective students who would thrive in their new college home, while also instilling pride among alumni, faculty, and staff, and elevating brand awareness in the community. With this foundation, we soon launched a multi-channel marketing campaign. The new branding debuted through linear and over-the-top TV commercials, radio spots, print ads, digital ads, and out-of-home advertising with billboards and airport signage. A strong online presence reinforced the campaign with homepage features and dedicated landing pages. Collaboration sparked genuine creativity. By engaging key stakeholders from the start, we created a brand that authentically represents UTD and resonates with our audiences. The results have been overwhelmingly positive, positioning our young university as an innovative, forward-thinking institution that meets the evolving needs of students and the broader community.

From the Judges

This campaign is deserving of recognition for its strategic, research-driven approach to rebranding and its impressive reach of over 339 million views across platforms. We highlighted the innovative use of a graphic recorder during branding workshops, which fostered collaboration and consensus across campus stakeholders. The campaign’s bold, visually cohesive creative assets and multi-channel execution effectively elevated UT Dallas’s brand visibility and positioned it distinctively in a competitive academic landscape. The marketing campaign’s scale, coordination, and early results demonstrate a strong foundation for continued success that can be a model for other institutions.