The visual identity is just one component of a successful brand; the tone and “voice” of our words is another.
Smart and confident
All of our marketing writing should be smart, confident, and bold—and should embrace and celebrate the passion, diversity, and striving for positive change UC Santa Cruz is famous for.
Some writing might be in a friendly medium, lending itself to a more conversational style.
Tout the great work of the university or your department, with genuine feeling—but don’t be afraid to be snappy, witty, and bright.
Faculty, students, and staff are excited by what they do; the language used to describe their work should reflect that passion, personality, and commitment.
Similarly, alumni and parents have a heart-connection to UC Santa Cruz that should be written about with affection and empathy.