Strange is only useful when it has a job

Difference for its own sake is styling. Useful strangeness comes from the truth of the organisation and makes that truth easier to recognise.

A colour that feels one degree too bold, a crop that refuses the obvious centre, or language that sounds like a person can create memory without creating confusion.

Make the odd thing ownable

The test is simple: can the audience connect the unexpected choice back to the idea? If the answer is yes, the strange thing is doing commercial work.