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Narrative & Messaging

Take a Northwestern Direction.

We have great stories to tell at Northwestern. 

Whether it’s the groundbreaking work our students and faculty do every day, the myriad accomplishments of our alumni, or the history and tradition of our athletics, we have a surplus of content. By sharing these stories consistently, across a wide variety of media, through a variety of channels, we can create a compelling brand story and a powerful message.

Content Tools

Ensure that the voice, tone and words used in your copy reflects the Northwestern brand.

Editorial guidelines

Find the correct naming conventions when referring to the university, as well as other style rules. See the editorial guidelines.

Brand Narrative

The narrative is a simple articulation of the Northwestern brand. It is not a script or an elevator speech, but a guide to inspire brand storytelling. Copy from the narrative can be adopted for the specific information you need to convey, or just used to ensure that you’ve captured the proper voice.

Some of us know who we want to be, where we want to go, what we want to discover. And some don’t. But one thing is certain. The path to what’s next isn’t just on a map. It’s a mindset.

At Northwestern, our journeys are filled with just the right amount of twists, turns, and intersections. Because discovery occurs in uncommon spaces. It’s born where science bumps into art. It thrives where concrete meets abstract. And it comes to life in a place where mistakes lead to milestones, and firsts lead to nexts.

It’s what could only exist here, in this unique environment that unites knowledge and ideas, ambition and imagination, hard work and joy.

It’s impossible to know exactly where our paths will take us. But that’s not why we make the journey. At Northwestern, we do it for the thrill of new connections. For the spark of joy that comes from unexpected revelations. And for the ultimate impact of our ideas.

If you want to find what’s next and see how far you can go:  Take a Northwestern Direction

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