Key Message Themes
Throughout all the diverse stories Northwestern needs to tell, some common themes arise. The themes reflect our strategic pillars.
About the Brand
Take a Northwestern Direction
We have great stories to tell at Northwestern.
Whether it’s the groundbreaking work our faculty do every day, the multidimensional talents of our students, or the myriad accomplishments of our alumni, Northwestern has an abundance of stories to tell. By sharing these stories consistently, across a wide variety of media, through a variety of channels, we can create a compelling brand narrative and a powerful message.
Content Tools
Ensure that the voice, tone and words used in your copy reflects the Northwestern brand.
Personality, Voice and Tone
The voice used in communications, as well as the tone applied in various situations, should be consistent with Northwestern's personality.
Northwestern Fact Sheet
The fact sheet is updated annually, typically around the start of the new fiscal year. Use the Northwestern fact sheet to highlight points of pride.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