Whether written or spoken, it’s vital to establish a consistent tone and language for all Richard J. Daley communications. A commitment to crafting a unique voice helps us engage and form deeper connections with our audiences.

Remember, the Daley 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 Daley 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 Daley-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 Daley 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 Daley communications.

We aren’t just advancing the world of manufacturing. We’re supporting students in advancing their own worlds, every day, in whatever ways they imagine. Our diverse, inclusive, and immersive learning environment gives them the mindset and skill set to break down problems and find breakthrough solutions. Welcome to Richard J. Daley College. One of seven City Colleges of Chicago. 

High-tech, high-touch pathfinding

Show. Don’t tell. That’s what we’re all about.

The first step is usually the hardest. Take it.

Vision means nothing without action.

Hands-on learning isn’t just something we say — it’s what we’re all about.

Build up. Break through. Daley.

Success-sparking collaboration

Together through it all.That’s what you’ll find here.

Come together. Push each other.

Our community is built on collaboration — because we know how far we go depends on how we show up for each other.

Connection. Community. Daley.

Programs

The world of manufacturing is constantly advancing. So are we.

Where age-old knowledge and new-age skills collide.

The most valuable education is multidimensional.

When you learn across multiple areas, you problem solve from multiple angles.

High-tech. Human touch. Daley.

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

Keep it clipped

Daley’s clipped style amps up its boldness. When crafting messaging, look to eliminate unnecessary words and limit the use of commas in primary messages (instead, leverage periods or em dashes). 

FROM THIS:

• We don’t tell students what they need to know, we show them through hands-on learning experiences.

TO THIS: 

• Show. Don’t tell.
  That’s what we’re all about. 

Inspire action

Daley is all about doing what needs to be done. Look for ways to capture that grit in your communications. 

Examples:

• The first step is usually the hardest. Take it.
• Vision means nothing without action.