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

THESE WORDS CHARACTERIZE UMASS BOSTON, ITS COMMUNITY, AND ACADEMICS

• accessible

• analytical

• authentic

• bold

• collaborative

• committed

• community-driven

• contemporary

• cultural

• diverse

• empowering

• engaged

• equal

• equitable

• ethical

• existential

• experiential 

• genuine

• hands-on

• inclusive

• innovative

• inspired

• just

• multinational

• opportune

• practical

• pragmatic

• progressive

• proud

• research-based

• resilient

• strategic

• supportive

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.

THESE PHRASES DISTINGUISH OUR BRAND FROM OTHERS   

• a culture of research excellence

• born for this moment in time

• break down walls

• built out of unique times for unique times

• celebrate unique identities, celebrate unique experiences

• challenge yourself

• come together

• create a level playing field

• create a more just, inclusive world

• create your opportunities

• discover your passion

• empower your future

• empowering each other to build a better world

• find your place

• for everything you are

• for the times

• for you, as you are

• for your unique journey

• inclusive, accessible, empowering

• made for you

• make your mark

• making a positive impact

• of and for the city, of and for the times

• of and for this moment

• remove barriers

• rise to the occasion

• shape your future

• this is where your story begins

• turning opportunity into a reality

• unlock a world of opportunities

• unlock your potential

• your campus, your community, your success

THE BRAND  

In 1965, during a time of civil unrest that saw an inundated public university system, the harsh reality was that a great deal of deserving students who could not afford a private education might not be able to attend college at all. As a solution, UMass Boston was established as an accessible school in the heart of Boston. With 1,227 students and 200 faculty for our inaugural year, the commitment to offering opportunities equal to those available at private schools was a leading principle.

That sentiment continues today and has grown with the university itself. Now, with over 16,000 students from 136 countries, UMass Boston champions equality and inclusion. With the most diverse campus in New England and the third most diverse campus in the country, the original philosophy of providing quality, equal education has grown to a global level.

Our roots are the foundation of our modern philosophy and our brand, and they influence how we sound. Providing equal opportunities and celebrating diversity create compassion and inclusion in the way we speak. Our history of quality education and specialized programs tailored to our students’ passions give us an informed confidence that comes out in our copy.

OUR AUDIENCE

We’re using our unique voice to communicate our values and philosophies to a wide range of people. We’re speaking to the first-generation college student whose family could not be prouder while also trying to reach the third-gen student who isn’t sure if they want to stay local or go to school away from home. We’re getting the attention of the family in town visiting four schools. And we’re connecting with the one who grew up 10 minutes from campus. Some are local, others from thousands of miles away.

We’re speaking to prospective and current students, alumni and their families, faculty, staff, visitors, donors, and our local community through our different channels and mediums. Within each group are diverse people, each with their own background, aspirations, and story. So, we need to communicate ours in a way that resonates with them all while not alienating any.

WE HOLD THESE VALUES, AND THEY COME OUT IN THE COPY  

We are committed to creating a more just and inclusive world starting right here at home. We are proud to call our campus the most diverse in New England and the third most diverse in the country. We believe in turning opportunity into reality by promoting equity and personal growth for people of all backgrounds. We learn by doing right here in Boston, the epicenter of education. As the city’s only public research university, we’re committed to shared success, resilience, and progress by creating a culture of research excellence. We believe that’s what the times call for, and we are a university for the times.

THE UMASS BOSTON VOICE IS NOT  

Exclusive, uninviting, too formal, or too casual.

We never make people feel unwelcome or unworthy. We pride ourselves on the contrary. We’re intelligent and informative but not arrogant or too formal because we want to be relatable and create a connection. We’re also not too casual because we’re a professional and respected higher ed institution. It is important to find the lines and stay in between them.

CAMPAIGN OVERVIEWS

Campaign overviews are summaries of UMass Boston principles, priorities, and appeal. These overviews serve as guidelines for copy across various channels that require different lengths. 

Standard overview: For long social media posts, short web copy, postcards, one-pagers, info sheets, etc.

Long overview: For long web copy, brochure content, formal communications, letters, etc.

Short overview: For short social media posts, flyers, posters, headlines, swag, signs, etc.

UMass Boston

A Higher Ed Option for Everyone

Standard Overview

Turn opportunity into reality at UMass Boston, where diversity and inclusion are more than just initiatives, and a quality education is accessible to all. Creating a level playing field and a more just, inclusive world has been a bold guiding principle since our inception. In a time when it matters most, we are a university for the times.

Long Overview

Turn opportunity into reality at UMass Boston. Where diversity and inclusion aren’t just initiatives, they’re proudly ingrained in our culture. And quality education isn’t out of reach, and it’s accessible to all. Whether you grew up down the street or on the other side of the globe. For the third-generation college student preparing for their future and the first-generation student fulfilling not only their dream but the dream of their parents too. Our offerings include over 100 programs across seven schools designed to empower individuals from all backgrounds to collaborate with others, pursue their interests, and achieve their goals. Established in the heart of Boston, a city known for education, as an accessible option for deserving students during a time of civil unrest. Our bold guiding principles are the foundation for who we are today, as students from 136 countries call the most diverse campus in New England home. We are UMass Boston, and we are committed to resilience and progress. We celebrate unique identities and experiences to create a level playing field and a more just, inclusive world where anyone can succeed. In a time when it matters most, we are a university for the times.

Short Overview

Turn opportunity into reality.

A Research-Based Institution

A Culture of Excellence at Boston’s Only Public Research University

Standard Overview

Join a culture of research excellence at the only public research university in the epicenter of education, Boston. We seek to make a practical difference both locally and globally by giving students and faculty the tools to make a positive impact through support, collaboration, and mentorship. At UMass Boston, we believe in unlocking a world of opportunities.

Long Overview

Join a culture of research excellence at the only public research university in the epicenter of education, Boston. We seek to make a practical difference both locally and globally by giving students and faculty the tools to pursue their passions and make a positive impact. Work with fellow students and learn how strategic interdisciplinary support and collaboration can drive research. At UMass Boston, we believe that specialized, state-of-the-art facilities, the latest technology, and the mentorship of experienced faculty and distinguished researchers advance studies and propel research forward. We believe in unlocking a world of opportunities.

Short Overview

Unlock a world of opportunities.

Our Commitment to Diversity

An Identity, Not Just an Initiative

Standard Overview

Celebrate unique identities, celebrate unique experiences. Here, diversity isn’t just an initiative; it’s who we are. Whoever you are and whoever you want to be, UMass Boston is made for you.

Long Overview

Celebrate unique identities, celebrate unique experiences. At UMass Boston, diversity isn’t just an initiative; it’s who we are. We strive to create a more just, inclusive world starting right here at home. With students from 136 countries, international students representing 10% of the student body, and 66% of new students identifying as Black, Indigenous, or People of Color (BIPOC), our campus is the most diverse in New England and the third most diverse in the country. Creating a tangible atmosphere of community and equality that students can feel allows them to focus on learning, growing, and achieving their goals. And it doesn’t stop with them. 28% of full-time UMass Boston faculty identify as BIPOC and 50% are female. But diversity isn’t exclusive to people. Our offerings span over 200 undergraduate and graduate programs and 30 doctoral programs. With a commitment to research spanning science, humanities, business, and healthcare, creating a level playing field means diversity runs throughout all aspects of our institution. Whoever you are and whoever you want to be, UMass Boston is made for you.

Short Overview

Made for your unique journey.

The copy and messaging guidelines are now part of the university’s overall style guide.