Like many colleges and universities, University of Dubuque (UD to its friends), struggled with declining enrollment. Unlike most, UD leaders met the challenge head-on by transforming the institution to better serve students who didn’t think a college degree was within their reach. I worked with Little & Co. to create a brand campaign that makes UD students the heroes and stands out in the sea of sameness that is collegiate marketing. And UD’s success in transforming itself into a more inclusive, welcoming and culturally diverse learning environment is giving more kids who didn’t know if college was right for them a chance to succeed.