Brand voice
The Portland State University Brand is about a creative community and innovative environment working together to expand what’s possible in Portland and beyond. The voice comes from a driven, inclusive, and progressive place. PSU’s brand is about putting one’s beliefs in action, and gaining a sense of belonging and the confidence to overcome challenges in unexpected ways.
Just as Portland State University flexes to meet the needs of today’s students, the brand voice flexes across audiences, subject matter, and messaging goals. Language is always active and should create a sense of shared momentum.
The copy should follow the brand tone: engaging language that is action-oriented. The copy itself should entice the reader to make connections between the brand voice and Portland State University’s innovative model for education.