UW Brand

Campaign editorial


Our campaign messaging is structured to resonate with our core audience (see “Who we’re for”).

Our primary audience for the campaign is already deeply loyal and passionate about the UW. This audience includes alumni, volunteers, donors, faculty, staff, students and community members. Our secondary audience includes those who benefit from or are affected by the University, but aren’t necessarily fully aware of our impact.

As we pivot our brand to focus on the campaign, it’s crucial that our communications reflect relevant themes for this target audience, including:

  • Partnership – feeling part of something that matters
  • Legacy – making a difference that lasts
  • Passion – being fueled by facts but engaged by emotion
  • Impact – focusing on results

Writing for the campaign — tone, guiding principles and CTAs

“What you care about” is an expression of our brand — not a departure from it. With that in mind, we still aim for a tone of voice that is personable, engaging and clear.

When writing for the campaign, emphasize our compassionate spirit, drive for innovation, bold vision and authentic belief in what’s possible.

Use “you” in campaign communications to directly address the reader or audience, and keep the following guiding principles in mind as you write copy:

  • Does it unite and make our community proud?
  • Does it invigorate what it means to “Be Boundless”?
  • Does it raise the conversation to the next level?
  • Does it celebrate the pieces and unite the whole?
  • Does it make the evidence and momentum visible?
  • Is the big idea emotional enough to motivate action?

Content for the campaign should vividly demonstrate how people and programs at the UW are transforming our region and the world in unexpected, boundless ways. As a result, it will help inspire and galvanize our community, strengthen our global reputation and engage our key audiences while also expressing our genuine gratitude.

What kind of call to action (CTA) should appear in content? It depends on the audience and goal of each particular piece you create. Here’s a guide to get you started:

  • For high-level, manifesto-type materials, use a CTA such as “Join us.”
  • For an indirect solicitation, use a CTA such as “support” (you may expand on this CTA, using “Support innovative programs at the UW,” for example).
  • For a direct solicitation, be sure to ask for a gift. You can customize this language to your unit and the context. For example, “Give to the College of Engineering today” or “Invest in student success by making a gift to scholarships today.”