Our Brand Story

Become a

Creative Force

In a world driven and energized by storytelling and molded by media, Emerson College combines intellectual exploration with professional preparation to help ambitious, independent-minded artists and communicators of every background become a creative force in fields that shape our society, culture and future. 

EMR-1869_050316 (1)EMR-3994_050516_DSC7517 (1)

Why Emerson?

It’s a question that every prospective student, parent, faculty member, and friend of the College asks themselves. We know what makes us special: our creativity, passion, expressiveness, inclusivity, hands-on attitude, urban energy, academic excellence, and unparalleled connections in the arts and communication industries set us apart. In reshaping, refining, and unifying the Emerson voice, we can ensure our message is heard. We can bring our brand to life in communications and behavior, and transform how the world feels when interacting with the Emerson brand. 

Why? Because the world needs Emerson students. The world needs to hear from people who feel the vibe of those around them, who understand the give and take of human interaction, who have a passion for reaching out to others close at home and far away. The world needs people who work hard to inspire others to care and act.  

So, why Emerson? Because now more than ever, the world needs a creative force.

 

A New Voice

Our new positioning places Emerson within society, not just among our competitors. It defines our ambitious, independent-minded students, faculty, staff, and alumni in an emotionally compelling way and elevates the Emerson community as a “creative force.” Our brand voice seeks to challenge, empower, and inspire communications that balance Emerson’s irreverence with the responsible influence of the Emerson students who shape our culture. With this voice, we encourage community members and prospective students alike to be daring, have attitude, get involved, be expressive, and stand for something.  

Let these attributes be your guide as you craft communications that are authentically Emersonian. 

Be Daring

The Emerson community is not afraid to take risks.

Examples:

  • “Emerson students explore and express daring ideas.”
  • “We transformed downtown Boston, and we’re not stopping there as we go global.”

Have attitude

Emerson students are focused and ambitious and don’t need others’ approbation to follow their own star.

Examples:

  • “Our students and faculty are innately independent-minded.”
  • “We come from all backgrounds and venture into a chosen field where we can show off our style and make our own mark.”

GET INVOLVED

Emerson is grounded in real-world, hands-on action.

Examples:

  • “Our entire community constitutes a creative force.”
  • “Our student interns help one another and directly contribute to their organization’s success.”

Be Expressive

Emerson is an intense community of passionate spirits. 

Examples:

  • “Emerson College is a place where you can find your voice.”
  • “We’re storytellers using all media to move audiences and influence the world.”

Stand for Something

Emerson College is inclusive, progressive and has a strong commitment to justice. 

Examples:

  • “Emerson specializes in fields that have real impact on culture in our media-driven society.”
  • “We draw important human values from our academic work and apply them to our careers and lives.”

Energetic Language

The way we write about Emerson and Emerson students should reflect the true energy and spirit of what they accomplish everyday, on and off campus. Try to avoid generic, overarching terms and instead get specific; imbue your communications with a sense of urgency and use adjectives and verbs that capture the action and essence of the Emerson brand.

We know that Emerson students...

immerse themselves in:

 Communication
Arts
Performing Arts
Theater
Publishing
Writing
Liberal Arts
Speech-Language Therapy/Evaluation
Journalism
Civic Engagement
Comedy

And They Do It With:

Passion
Collaboration
Creativity
Inclusion
Professionalism
Careers in Mind

But what they really do is:

More urgent & Compelling

promote ⋅ publicize ⋅ investigate ⋅ agitate ⋅ activate ⋅ create ⋅ improvise ⋅ collaborate ⋅ express ⋅ excite ⋅ motivate ⋅ move ⋅ exhilarate ⋅ declaim ⋅ decry ⋅ denounce ⋅ rally ⋅ convene ⋅ confer ⋅ concur ⋅ draft ⋅ re-draft ⋅ re-re-draft ⋅ imagine ⋅ conceptualize ⋅ produce ⋅ reach out ⋅ call out ⋅ engage ⋅ delight ⋅ thrill ⋅ encourage ⋅ empathize ⋅ broadcast ⋅ write ⋅ draw ⋅ paint ⋅ sing ⋅ dance ⋅ compose ⋅ open eyes ⋅ focus thoughts ⋅ stimulate ⋅ mystify ⋅ dazzle ⋅ astound ⋅ disturb ⋅ disrupt ⋅ challenge ⋅ advise ⋅ strategize ⋅ counsel ⋅ go public ⋅ keep secret ⋅ guide ⋅ direct ⋅ dress up ⋅ dress down ⋅ stylize ⋅ romanticize ⋅ glamorize ⋅ sentimentalize ⋅ edit ⋅ publish ⋅ take it online ⋅ take it offline ⋅ study it line by line ⋅ reduce ⋅ enlarge ⋅ reinvent ⋅ reinterpret

Transforming Our Communications

So how do we take our existing communications and transform them into words that will reach the world? We use active, specific language that speaks to students directly and embodies our core strengths.

Example 1: Website Boilerplate

From this:

From this:

Emerson College, located in the heart of Boston, Massachusetts, is the nation’s premier institution in higher education devoted to communication and the arts in a liberal arts context.

Emerson is internationally recognized in its fields of specialization, which are communication studies; marketing communication; journalism; communication sciences and disorders; visual and media arts; the performing arts; and writing, literature, and publishing. 

From this:

to this:

Emerson College is internationally recognized as the nation’s premier institution of higher learning devoted to communication and the arts. Energized by engagement with the creative life of Boston, Los Angeles, and the Netherlands, our students are independent minds from diverse backgrounds who develop their own personal voice and expertise in professions that profoundly shape society and culture in the 21st century.

Example 2: Letter to Interested High School Students

From this:

From this:

At Emerson, our students believe in the value of communication and the arts. They are part of an intellectually dynamic community that combines creativity, civic engagement, and thorough career preparation.

From this:

to this:

We sense that you’re different—in ways we appreciate! Based on your interests and accomplishments, you sound like you think for yourself and want to sharpen your ability to express your ideas. This perfectly describes the sort of person who thrives at Emerson College—where independent minds give voice to daring ideas. 

Example 3: Brochure Copy

From this:

From this:

Emerson’s programs in communication educate students to understand and appreciate the communication they encounter every day in their professional, civic, and personal lives, to analyze and critique that communication, and most important to create and deliver successful and ethical communication of their own. 

From this:

to this:

Today’s media-saturated society is shaped by daring ideas powerfully expressed. Emerson’s hands-on programs in journalism, marketing, public relations and creative writing equip students to thrive in this environment. You will arrive with your own independent mind, eager to express yourself. 

Here you will:

  • Master the art of persuasion across different media
  • Learn to analyze target audiences and shape opinion
  • Develop your own unique professional voice
  • Immerse yourself in the profession of your choice
  • Engage with eminent leaders in communication fields

Still have questions? Contact the Office of Marketing for help with your projects.

CONTACT US