Tone of Voice
Overview
‘Beyond’ shapes and informs every touchpoint of our brand, including our distinct voice and marketing messages — the Voice of Beyond. As a language mechanic, ‘Beyond’ captures abstract possibility, and represents our ideas and our work — ideas that exceed ordinary limits.
At Warwick, ‘Beyond’ is a conceptual destination — one that embodies the curiosity and forward-thinking potential that exists right across our University. This shift helps us build more evocative messages, encouraging our readers to think more expansively.
Voice Pillars And Traits
Our brand voice is built on three core pillars, each with distinct voice traits. Elevate your communications by identifying the pillar that will best connect with your target audience and capturing its relevant voice traits.
Provocative
The Voice of Beyond is always one step ahead, bringing the challenges it sees into sharp focus.
Voice Traits
- Unexpected
- Undaunted
- Informed
Curious
The Voice of Beyond is always asking ‘How?’, ‘Why?’ and ‘What comes next?’
Voice Traits
- Inquisitive
- Simple
- Clear
Optimistic
The Voice of Beyond is spirited and optimistic, defiantly determined to create a better world.
Voice Traits
- Positive
- Warm
- Inclusive
How To Write In Our Voice
Below are examples of how simple and subtle nuances to language can help build a distinct voice for University of Warwick.
Provocative
Example 1
Less like this...
‘Diamonds are for everything.’
More like this...
‘Lab-grown diamonds:
how to shortcut a billion years.’
Example 2
Less like this...
‘Apes provide clues on human need for mind-altering experiences.’
More like this...
‘Dizzy Great Apes and why some humans love mind-altering drugs.’
Curious
Example 1
Less like this...
‘Through partnerships, our research helps drive businesses forward and inspires real-world impact in industry, communities and healthcare.’
More like this...
‘Bold partnerships fuel our research to defy
conventions and drive meaningful impact across industries, communities and healthcare.’
Example 2
Less like this...
‘Scientists make breakthrough in development of fridge-free storage for vital medications.’
More like this...
‘Medication proteins so stable, you can pop them in the post.’
Optimistic
Example 1
Less like this...
‘About Undergraduate Research.’
More like this...
‘Powerhouse Potential: why undergraduate research is vital.’
Example 2
Less like this...
‘Our Centre for Lifelong Learning delivers a range of flexible and accredited degree programmes and short courses.’
More like this...
‘Our Centre for Lifelong Learning opens the doors to possibilities with a mix of flexible and accredited degree programmes and courses.’
Using ‘Beyond’ in our messaging
Warwick is known for defying norms and challenging convention. Our communications must reflect this notion. Therefore, we use ‘Beyond’ in unconventional ways...
Using ‘Beyond’ as a subject noun makes ‘Beyond’ an entity that is actively driving change, e.g.
- Beyond is using AI to detect premature births.
- Beyond is harnessing linguistics in sport.
Using ‘Beyond’ as an abstract noun captures the idea that ‘Beyond’ is a conceptual space where limits are exceeded, for example:
- Beyond creates a power source for Arctic Exploration.
- Beyond shortcuts a billion years
Rules for using ‘Beyond’ in headline messaging
- Only use ‘Beyond’ headlines for large-scale campaigns that are controlled by the Brand Team.
- ‘Beyond’ headlines should not be used by individual departments, societies or other component parts of Warwick for day-to-day communications.
- Do not use ‘Beyond’ conventionally. It should always be used as a subject noun or abstract noun.
Good example: Beyond is harnessing linguistics in sport.
Poor example: We go beyond to harness linguistics in sport.