Our Brand Position

For curious problem solvers, Western is a catalyst for progress that delivers transformative learning through a genuine focus on students. Western offers a collaborative of independent minds creating a better future.

Tone

At Western, we connect with a wide variety of audiences. Tailoring communication to our audiences and communication channels allows us to create authentic connections with students, parents, community, alumni, faculty and staff.

When communicating or creating copy, use a tone that fits your purpose and primary audience. A friendly or funny tone may help us entice a prospective student to ‘find out more?’ whereas brevity and clarity may be more important when relaying programmatic information.

Keep your audience –and their reading level- in mind when choosing language. Use words that reinforce Western’s Brand Position, Voice and Values. Focus on accessible language. Test your message with members of your target audience. Get creative with headlines and calls to action. Don’t be afraid to get witty or quirky if it fits your message and audience. Focus on dynamic, positive and inspiring vocabulary.

Our Voice

  • Equitable
  • Inclusive
  • Helpful
  • Collaborative
  • Honest
  • Creative
  • Engaging

Our Values

  • Commitment to student success, critical thought, creativity, and sustainability
  • Commitment to equity and justice, and respect for the rights and dignity of others
  • Pursuit of excellence, in an environment characterized by principles of shared governance, academic freedom and effective engagement
  • Integrity, responsibility and accountability in all our work

Examples of Tone

Type of Writing

Postcard, Ad

Audience

General

Tone

Fun, inviting, quirky, dynamic

Example

Our Noise Policy: Make a lot of It

Hear that? It’s the sound of Bellingham Girls Rock Camp. Music students at the Fairhaven College of Interdisciplinary Studies teach young girls to shred guitar, blast drums and belt lyrics, using music to inspire female empowerment and create social change. Yeah it gets a little loud sometimes. But hey, that’s rock n’ roll baby!

Find out more

Type of Writing

Program Flyer

Audience

Current and prospective students

Tone

Concise, engaging, inviting

Example

This is where you find out the stuff you were looking for.

Type of Writing

Social Media Post

Audience

Students, stakeholders, community

Tone

Quirky, visual, engaging, fun

Example

Oh deer! The neighbors are out on the lawn again.

deer standing in grass

Type of Writing

Web page

Audience

Prospective students, community members, parents

Tone

Concise, helpful, organized, visual

Examples

Cybersecurity Program

History Major Description