Brand Voice
Voice & Tone is a vital part of a brand’s identity and should be consistently displayed in communications across all mediums and platforms.
Personality
Our work often requires thinking creatively and paving the way. We actively seek answers rather than waiting for them to come to us.
Purpose
We create knowledge for courageous change. We are prepared to adapt to the world’s changing needs. The stories we tell must match that innovation and importance of our work.
Language
We want to form lasting connections buy using authentic, direct language.
Tone
The way we talk about ourselves varies depending on audiences, situations, platforms, etc. Our tone guides how we filter our voice to effectively deliver our message and engage our audience.
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