Voice
Whether written or spoken, it’s vital to establish a consistent tone and language for all Harold Washington communications. A commitment to crafting a unique voice helps us engage and form deeper connections with our audiences. Remember, the Harold Washington voice starts with the system-wide voice (confident and bold while personal and supportive). Read the system-wide voice guidelines as a starting point for crafting the Harold Washington voice to ensure both consistency and that the full character and mission of the college is captured throughout messaging.
MESSAGING FRAMEWORK
Core story
Every City College’s messaging starts with the system-wide core story and key messages. We’ve developed a Harold Washington-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 Harold Washington 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 Harold Washington communications.
CORE STORY
Hustle that won’t quit. Shifting the course of your industry. Making an impression that won’t be forgotten. This is what students have dreams of when they come, and it’s what they’re ready for when they leave. Some want a career in business or the arts. Others are looking for a general education foundation they can build their future on. Our dynamic, multifaceted, highly-connected learning environment gives students from all over the city a place in the heart of the city to find it. Welcome to Harold Washington College. One of seven City Colleges of Chicago.
KEY MESSAGES
Life-changing, career-charging hustle
When you’re in the heart of the hustle, you become it. Step into Harold Washington College.
Make connections.
Make moves.
Right around the corner.
We’re life-changing.
We’re career-charging.
By design.
Once-in-a-lifetime exposure
and lifelong expertise.
That’s what you’ll find here.
A multifaceted learning hub
Eleven floors.
Endless stories.
Limitless potential.
In these 11 floors,
You’ll find opportunity.
You’ll find accessibility.
You’ll find community.
You’ll find yourself one
step closer to your dream.
Ascend.
What’s possible is what
you set your mind to.
Rise to the top — and stay there.
Programs
We’re in the business of building
up professionals.
How do I start my own business?
What do entrepreneurs do in
the morning?
Who can teach me about
digital marketing?
Where do accountants work?
Who can I really be?
Find out.
Let’s create something
great, together.
You have a story.
Tell it through your art.
Here.
VOICE BASICS
The Harold Washington voice
Every City College brand voice starts with the system-wide voice: disruptive, unconventional, and bold plus personal, warm, and supportive. The Harold Washington voice adds to that with a vertical, ascending style. Utilize the following strategies when creating communications to consistently capture the Harold Washington voice.
Stack it up
Harold Washington has 11 floors filled with courses, technology, and spaces to help students pursue their dreams. When crafting messaging, you can channel this physical environment by stacking lines to create a vertical effect.
Examples:
- Eleven floors.
- Endless stories.
- Limitless potential.
- Make connections.
- Make moves.
- Right around the corner.
Reach higher
Stacking lines doesn’t always make sense in certain communications, but drawing on the vertical nature of the campus through word choice is another way to infuse this unique characteristic into the voice.
Examples:
- Rise to the top — and stay there.
- We’re in the business of building up professionals.
Tie the system together
In order to demonstrate the connection between Harold Washington 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 Harold Washington back to the system. Here are a few ways this can be done through headlines, subheads, or sign-offs.
Examples:
- Harold Washington College. One of seven City Colleges of Chicago.
- [Listing all seven college names within a messaging tactic]
