At Emerson, the story is always the thing.
Our stories are what make the brand take shape. Stories about students, alumni, faculty, staff, programs, work, and experiences show what Creating the Extraordinary actually means. They give depth to the brand and help our audiences see themselves within it.
We don’t just tell people about Emerson’s impact or the value of an Emerson education. We show them. Our strongest stories are compelling, surprising, emotional, dynamic, and unmistakably Emerson.
1
Who is the audience?
Powerful writing begins with a clear understanding of who we’re talking to and what they care about. Their needs and wants influence both what we say and how we say it.
2
What do we want them to feel, think, and do?
Do we want to inspire? Amaze? Inform? Help someone envision themselves at Emerson? Be clear about the goal of every communication.
3
What is the next step we want them to take?
Visit. Apply. Attend. Give. Learn more. Get involved. Whatever it is, make the next step clear and easy to take.
Our Brand Drivers
Our Brand Narrative is our message anchor, bringing our stories together and articulating what drives the Emerson community forward.
Our four Brand Drivers help us deliver on that narrative:
We are the future of expression.
Show how Emerson and Emersonians push communication, media, and the arts forward.
We are a powerful career catalyst.
Show the experiences, people, resources, connections, and opportunities that turn creative ambition into real-world momentum.
We lead with imagination, originality, hard work, and hustle.
Show the work behind the work. Creativity here isn’t passive. Emersonians make, experiment, practice, fail, try again, and get things done.
We connect and collaborate to create a greater impact.
Show the relationships behind the work: students creating together, faculty mentoring students, alumni opening doors, and disciplines and ideas colliding.
The drivers naturally overlap. When we connect them through the stories we tell, we build greater understanding and confidence in the overall Emerson brand promise.
Trade the Cliché for the Concrete
Be specific, not generic.
Avoid abstract higher-ed language like “explore your passion,” “find your voice,” or “prepare for your career” unless you immediately translate it into something people can actually picture.
Emerson has the proof, so use it. Show what students make, shoot, pitch, publish, collaborate on, direct, perform, experiment with, and build. Lean into real outcomes, real stories, and real student work.
A good test: Can I actually picture this happening? Can someone point to a real example?
Don’t Say We’re Creative. Show We’re Creative.
We’re a school for creative storytellers, so let’s tell creative stories.
Bring moments to life. Feature different perspectives. Play with the craft when it makes sense. Use relevant wordplay, fresh metaphors, unexpected structures, or a form that complements the story you’re telling.
But don’t perform creativity for creativity’s sake.
Clarity beats cleverness, every time.
Make Emersonians the Main Character
Emerson College isn’t the hero of the story. Our students, alumni, faculty, and staff are.
Put their work in the spotlight. Talk about what they’re making and doing on campus and out in the world. Whenever possible, show the actual work.
If you can’t show the work itself, find another way to bring the creator’s voice forward: quotes, behind-the-scenes content, interviews, Q&As, or a glimpse into their process.
Show Them They’ve Found Their People
Emerson is a place for people who care deeply about the work. People with ambition, drive, their own unique quirks, and the kind of passion that spills into everything they make.
Show how individual drive becomes community. Tell stories of collaboration, mentorship, shared creative experiences, and the relationships that form around making something together.
Words like community, home, and family can be powerful, but only when we back them up by showing the collaboration and care behind them.
Headlines That Earn Attention
A headline has one job before it has any other: make someone want to keep reading.
Do
- Deliver punchy headlines that are bold and to the point.
- Pair strong statements with impressive facts, stories, and images.
- Dig into what Emerson can offer that other schools cannot or will not.
- Say enough to capture attention, not everything there is to say.
- Write with energy, impact, and determination.
Don’t
- Make it complicated.
- Use empty words.
- Try to say everything at once.
- Let the headline get sluggish.
- Rely on “Creating the Extraordinary” as the headline every time.
Headline Inspiration
Use these as inspiration for the spirit and range of Emerson headlines, not as formulas that every headline needs to follow.
What We Create Can Change Everything
Create Your Own Story
Extraordinary Stories Since 1880
Our Track Record Is Award-Winning
Extraordinary Stories Since 1880
Our Track Record Is Award-Winning
Above all, prove it.
We can say Emerson is creative, innovative, collaborative, career-connected, and extraordinary. But those words become meaningful when we can point to the people, work, experiences, and outcomes that prove them.
Whenever you make a claim about Emerson, ask yourself:
What’s the story that proves it?