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

Core story

We’ve developed a core story and key messages to help give you a sense of the system-wide voice. These are meant to serve as inspiration but can also be used within the communications you create.

The system-wide core story and key messages can also be used by each individual college, in addition to their own.

Developing your own messaging

To differentiate and position City Colleges as innovative and unique among other higher education institutions, use these higher-level brand ideas as the foundation for your messaging.

Key messages

Welcome to City Colleges of Chicago, a different kind of higher-education experience.

Seven colleges. Seventy-seven communities. Endless opportunity.

We don’t settle for meeting society’s expectations of community college. We’re out to transform them. We are a system of city colleges, bringing purpose-driven, high-quality, inclusive higher education to local communities. Fostering resourcefulness, openness, and innovative spirit. Demonstrating excellence by example. Empowering students to believe in themselves, overcome challenges, and own their trajectory. And, unlocking the promise and potential within each of our communities. You’ll find City Colleges from the North Side to the West Side to the South Side to the heart of the Loop: Harold Washington College, Harry S Truman College, Kennedy-King College, Malcolm X College, Olive-Harvey College, Richard J. Daley College, Wilbur Wright College. As different as each college is, we are each made stronger by what we share. Together, City Colleges of Chicago creates a student-focused, community-forward system uniquely built to do three things.

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. 

City Colleges of Chicago was designed to connect and serve all of Chicago. Fueled by the city, we’re not just present in the communities we’re in, we reflect their diversity. We advance equity, social mobility and opportunity within them. We invite students, faculty, and staff from all backgrounds, and support each other in seizing our full potential. Through programs and partnerships, we empower people — students and residents alike — to live, learn, and lead within their neighborhoods.

Give students a smart choice when it comes to their future.
[In three decades, the cost of attaining a college degree has increased by more than 1,000 percent. Debt, along with it.] Affordability and accessibility are words you hear a lot, and they are important. But the real conversation is around value. We’re here to give students a smarter option — a higher-education system with only the highest-quality faculty. High-touch staff. State-of-the-art technology. And, real-world experiences designed to truly prepare students for their tomorrow.

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.

We believe whatever our students’ dreams may be, they can get there. Because we see them. We know them. We celebrate them. We prove they belong here (and anywhere they aspire to be). We’ve witnessed generations of students grow, flourish, and prosper. And, we’re there every step of the way. Working together, and providing a network of care and support. So ultimately, our students emerge with the confidence to fully develop themselves, personally and professionally, for wherever they’re headed.

Under the second key message, the first two sentences are in brackets. That’s because this is messaging that should be used for the next couple of years, and updated over time.

The system-wide voice is disruptive, unconventional, and bold. It aims to crush society’s expectations of what higher education is and can be, while showing a personal, warm, and supportive side along way. It’s important to note that while we say our voice is disruptive, unconventional and bold — it’s not unprofessional or excessive. And while we say our voice is personal, warm and supportive — it’s not cliché or mushy. Utilize the following strategies when creating communications to consistently capture the City Colleges system-wide brand voice.

While the voice leads with the tone traits of disruptive and bold, it also has a warm, supportive side as well. Craft messages across that spectrum as you create communications.

Examples: 

Disruptive/bold examples:

• Show what you’re made of.
• Break through without breaking the bank.

Warm/supportive examples:

• Invest in you. We’re ready to.
• Believe in you. We always will.

Combination examples:

• Your dream is right around the corner. Close to home. Second to none.
• How far can you go in two years? Let’s find out.

Traditional higher education has a voice that separates the institution from the individual. But, we’re not like traditional four-year institutions. Here, we speak on a professional but conversational level.

Example:

• We’re here to meet you where you’re at and connect you to everything you need to get where you want to go. Not sure where you want to go? We can help with that too.

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

Examples:

• [Listing all seven college names within a messaging tactic]
• One system. Seven schools. Five satellite campuses.
• Seven colleges. Second to none.

City Colleges is here for all of Chicago. Craft messages that tap into it’s community connection and impact. 

Examples:

• North Side. East Side. South Side. West Side. Your Side.
• When we thrive, so do our communities.

Futures start here. Our educational offerings provide a range of certificate programs, as well as two- and four-year degrees. We expand students’ knowledge to help them learn new skillsets while accessing a range of programs to help them achieve success.

• The voice gets across the vast offerings and impact of City Colleges, but lacks a disruptive and bold tone
• The message only focuses on City Colleges and not the reader

Invest in you. We’re ready to. Looking for a way to take your career to the next level? Our certificate programs, two-year degrees and dedicated faculty and staff can make it happen. From the best resources to the best minds, we have it all — all over the city.
Seven colleges. Five satellite campuses. Endless opportunities.

The message is both disruptive and bold, and personal and supportive

• The message starts with a focus on the reader
• The sign-off demonstrates the system as a whole while also highlighting its ultimate benefit to the reader