Whether written or spoken, it’s vital to establish a consistent tone and language for all Wilbur Wright communications. A commitment to crafting a unique voice helps us engage and form deeper connections with our audiences.  
 
Remember, the Wright voice starts with the system-wide voice (confident and bold while personal and supportive). Read the system-wide voice guidelines as a starting point to crafting the Wright voice to ensure both consistency and that the full character and mission of the college is captured throughout messaging. 

Core story

Every City College’s messaging starts with the system-wide core story and key messages. We’ve developed a Wilbur Wright-specific core story to illustrate how to build off that messaging in a unique way. These are meant to serve as inspiration but can also be used within the communications you’re creating. They’re meant to work at a broad, high level and can be tailored for your audiences. 

Key messages

To demonstrate the Wright voice, we explored three key messages that are central to the brand: the two culture drivers and program offerings. You can use these messages as headlines, inspiration, or guideposts as you create Wright communications. 

From here, our students know they can go anywhere. In fact, it’s what they come for — a chance to spread their wings and plot a course forward. We give them that and so much more — whether they want to re-engineer the world, or build a foundation that can take them to a four-year college and beyond. Our scholarly, collaborative, interconnected learning environment gives them a shared sense of belonging and a rounded view of the world that lets them become whatever they aim to be. Welcome to Wilbur Wright College. One of seven City Colleges of Chicago. 

Reach new heights.

What’s next? You decide.

Grow here. Go anywhere.

Transfer-ready. World-ready.

Go from “Where do I start?” to “Where should I go next?” Pursue possible.

Purposeful progress. That’s what it’s all about.

Our roots run deep.

There’s a place for you here. There’s a career for you out there. We’re ready. Are you?

A place to call home with the space to branch out. Experience it for yourself.

An education that fuels you. Instructors that push you. Skills that separate you. It’s all here.

Behind every great app is a great coder. Become one here.

Go from “I use that software” to “I built that software.” Pursue possible.

How many moving parts does it take to lift a plane off the ground? And how exactly do they do it? Find out here.

The future is built on human thinking. That’s why we study the best.

Every City College brand voice starts with the system-wide voice: disruptive, unconventional, and bold plus personal, warm, and supportive. The Wilbur Wright voice adds to that with a scholarly, earthy style. Utilize the following strategies when creating communications to consistently capture the Wright voice. 

Wilbur Wright college has been declared an Arbor Day Foundation Tree Campus USA several years in a row. This environmental aspect of the college comes through in the brand voice. When crafting messaging, look for ways to incorporate earthy language. It’s important to not overuse this language — doing so will result in communications sounding inauthentic. 

Examples: 

• Your goals are within reach. Keep growing. 
  
• Our roots run deep. 

In order to demonstrate the connection between Wright and the system, the other colleges, and satellite campuses, it’s important to find ways to tie them together in messaging. When space allows, connect Wright back to the system. Here are a few ways this can be done through headlines, subheads, or sign-offs.

Examples:

• Wilbur Wright College. One of seven City Colleges of Chicago.
• [Listing all seven college names within a messaging tactic]

While Wilbur Wright is our full name, it’s ok to use just “Wright” in external communications (when our full name is not required). This allows us to have a more conversational tone.

Examples:

• Welcome to Wilbur Wright College.
• Go Wright.
• Step into Wright College next semester.