Our language system is built around propulsive expression—language that conveys power through momentum, trajectory and the energy of breaking boundaries. It should show that, with Case Western Reserve University, your power is amplified.
Principles
The Case Western Reserve University voice is charged, clear and catalytic. We speak with purpose, momentum and the belief that action— especially collective action— can change everything.
How we’ll speak with this new creative platform:
| Tone | Definition |
|---|---|
| Driving | Every line should move—forward, outward, upward. Use verbs that radiate energy and phrases that suggest trajectory, collision or ignition. |
| Empowering | The subject of our sentences is often you. We speak to the individual, but always imply their impact on something bigger. |
| Precise, not puffed | Say more with less. Our power comes from clarity, not exaggeration. Every word has intent and lift—no filler, no fluff. |
| Radically optimistic | We believe in effort, in intellect, in impact. Even when the work is hard, our tone carries a sense of resolve and momentum. |
| Uniting | We intentionally highlight our interdisciplinary structure, incorporating diverse insights, perspectives and schools of thought into our work. |
Don't:
- Overuse academic or institutional jargon
- Default to soft generalities
- Sound passive, bureaucratic or overly polished
- Use overly uniform, flat structure
- Use generic, stationary language
Do:
- Use active, dynamic language
- Center the individual, but always point to collective impact
- Evoke momentum, not the status quo
- Vary sentence rhythm to create propulsion
- Use metaphors of motion, energy, force, trajectory
“Force” is a key term.
That doesn’t mean we use it everywhere.
Use "Force":
- At the brand / campaign level
- As hero language in a story or message
- In anthemic or identity-level communications
Avoid “Force”:
- As a generic descriptor in headlines, blogs and social media captions
- If it’s not central to the concept or framing of your message
- In everyday communications (unless it’s specifically about the campaign)
Focus Areas
Our voice and tone adapt to fit the format. When we want emotion, we lean into poetic phrasing and language that feels rich and expressive.
When we want practical communication, we keep it clear and direct—focused on facts, not fanfare.
| Format | Guidance |
|---|---|
| Brand Awareness | Be fearless, ambitious, surging. |
| Community | Be pithy, punchy, intelligent. |
| Faculty | Be insightful, assured, forward-leaning. |
| News | Be straightforward, grounded; center the impact, the university’s role and, when possible, interdisciplinarity. |