Voice and Tone

Brands have personalities that are communicated through voice.

The way you talk about UWF shapes the way people feel about it. In other words, you’re not just passing on information when you communicate about the University. You’re illustrating the ways in which UWF is making a difference and transforming the local community and the larger region.

We want people to perceive UWF as: a leader, innovative, entrepreneurial, forward-thinking, transformative, evolving, always-improving (itself and the surrounding community), impressive, smart, progressive.

The copy should be:

  • Celebratory
  • Optimistic
  • Powerful
  • Inspirational
  • Encouraging
  • Aspirational
  • Exciting
  • Epic
  • Proud
  • Inclusive
  • Intelligent

UWF has come a long way in the last 50 years, and your tone should reflect this transformation. Aim to convey pride without being overly boastful. This messaging is about showcasing all you’ve done in the past, and all that you plan to do in the future.