The University of Essex
Universities are in a constant battle for the best students. A clear identity and distinctive tone help set them apart from their rivals. At the forefront of the new wave of universities, Essex were looking for a brand language that reflected their challenger mentality.
Creating a truly distinctive voice in this sector isn’t easy. Most universities offer a similar range of courses, most engage in research, most have links with the community and business. And then there’s the additional challenge of making sure the tone of voice is used. Too often the exercise is academic and the results aren’t implemented.
What we did
"Brilliant! I want everyone in the institution who writes to do it."
Head of Brand Management
"FANTASTIC! So useful, so practical, I can't wait to try out new techniques."
Head of Internal Comms
From the Essex tone of voice quiz
How direct should Essex be? Question:
Our graduates pursue careers in the
law and in a wide range of other sectors including business and commerce, accountancy, insurance, banking, central and local government, academia, teaching, social work, the police force, civil service, healthcare, data analysis, human resources, trading standards, project management, consultancy, politics, immigration, and more.
Our graduates are making waves in law and a wide range of other sectors, from accountancy to social work.
Graduates are lawyers etc.
The workshops were very successful at the beginning to embed the idea of a bold tone of voice. Many different teams attended the sessions and the feedback was excellent, with 59 members of staff being trained overall.
One look at the university homepage and you’ll see how a bold tone and look can work together to create a distinctive yet clear identity.