The University of Essex
Universities are in a perpetual battle for the best students. A distinctive tone and a clear identity underline the ambitions of the institution. e challenge is creating a tone that is consistent and still appeals to a wide range of audiences – from undergrads to academics, businesses to the community. Essex’s own attempt at creating a tone of voice guide was more irreverent than it was insightful and we were asked to help.
Creating a truly distinctive voice in this sector isn’t an easy challenge. Most universities o er a similar range of courses, most engage in research, most have links with the community and business.
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
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.
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.