Our message is what we say. It’s the content and information we’re trying to communicate. Our voice is the tone we use — whether spoken or written. It gives our message personality and makes us more approachable. A campaign is the big idea (with a tagline) that wraps our messages together. Campaigns change over time to reach new goals and audiences. But staying true to the brand’s voice across campaigns ensures we’re building recognition and trust.
Following are a few helpful tips for conveying the “Boundless” theme in copy. Note that the examples adhere to the brand voice, while also expressing a sense of urgency that reinforces our culture of innovation and exploration.
To support the “Boundless” theme, the following six words and phrases should be worked into your writing when warranted and when it’s natural to do so.
The University of Arizona was established as a land-grant university in 1885 to “teach agriculture, military tactics, the mechanic arts, and classical studies, so members of the working classes could obtain a liberal, practical education.” Today, our global reach allows us not only to serve the people of Arizona, but also the citizens of the world, to be a force for good at home and abroad.
It means that every graduate is ready to do a job, because every graduate has already done it. Students achieve readiness through experiential learning that’s tailored to their individual needs. In preparing students to more confidently enter the marketplace, we graduate leaders with the knowledge and skills to make an immediate impact, and to ultimately help solve the world’s grand challenges.
It’s not enough to want to be better, to want to be a force for good. A university must have the faculty, researchers, resources, and graduates to actually do it. From Nobel laureates to top–ranked programs across campus, we have all of this and more. Use proof points to tell the world that we’re more than a place of study; we’re a place of rigorous scholarship.
We are not content with simply teaching what’s known. We exist to make the unknown known, to create new knowledge, and then to share that knowledge with others so they can expand upon it to answer humanity’s most fundamental questions.
When telling our story, keep our status as a world-class university top of mind. It’s not enough to convey that we’re a state school, a land- or space-grant university, or even one of just 64 members of the Association of American Universities. We are truly a global university that’s highly ranked and well regarded the world over, both for what we’ve accomplished and what we’re capable of accomplishing.
Since our founding, we’ve lived the University’s original motto of Sursum (“Upwards”). So much so, that today, it’s more than a motto; it’s our mission, and one we fully embrace and consistently express in boundless ways.
Sometimes, you’ll want to express that something is boundless without actually using the word itself. Here are just a few alternate words and phrases to help bring the theme into your writing:
One “Boundless” word to avoid:
Border issues are a sensitive subject in the Southwest. Therefore, please refrain from using “border” (or “borders”) when expressing the Boundless theme.
Above and beyond
Can’t be confined
Can’t be contained
No end to
Over and above
Established in 1885, the University of Arizona, the state’s super land-grant university with two medical schools, produces graduates who are real-world ready through its 100% Student Engagement initiative. Recognized as a global leader, the UA is also a leader in research, bringing more than $606 million in research investment each year, and ranking 21 among all public universities. UA is advancing the frontiers of interdisciplinary scholarship and entrepreneurial partnerships and is a member of the Association of American Universities, the 62 leading public and private research universities. It benefits the state with an estimated economic impact of $8.3 billion annually.
Include in press releases, on the Web, and in publications.