Brand UMass Boston
Industry Higher Ed.
Project Copy and messaging guidelines
Voice Knowledgeable and confident, yet approachable, inclusive, and compassionate
As a contract Digital Copywriter at UMass Boston, I noticed they had web and social media guidelines but no overarching copy and messaging standards. I offered to create them for their general style guide.
I explored various assets to understand the words, phrases, and nuances that shaped their voice, then crafted the overall guide.
What's in this guide?
Intro
Voice description with example
Brand history
Our audience
Brand values
What the brand is not
Phrases to use
Words to use
Campaign overviews
OUR VOICE SOUNDS LIKE THIS
We speak with confidence, knowledge, and empathy. We are UMass Boston, and we are proud to create a level playing field and a more just, inclusive world. We’re proud to be in Boston, the epicenter of education, where our diverse group of students come together to unlock a world of opportunities. When equal access to quality education is more important than ever, we strive to provide an accessible education for all. We’re proud to be a university for the times.
We’re approachable, inclusive, and compassionate, while remaining knowledgeable and confident.