Brand Voice

Headlines

Headlines express our brand through short, punchy statements that can be easily understood by our audiences. They are used to introduce written stories and create advertisements. While these headline styles drive creative content at Xavier, other headline styles may be used as long as they succinctly and directly convey the essence of Xavier’s brand.

“All for…” Headlines

Headlines that begin with ‘All for…” and then add a phrase written in the second person that makes a promise to an individual.

Examples

All for empowering you with everything you need.

All for supporting you through every challenge. All for celebrating you through every win.

Musketeer Journey Headlines

Headlines inspired by the Musketeer Journey. These take the form of declarative, action-focused phrases that draw from Musketeer imagery to create clear and compelling messaging.

Examples

Make Your Mark

Protect what matters most.

Question Headlines

Headlines that invite the audience to ponder a thought-provoking, open‑ended rhetorical question – the answer to which relates to a concept found or emphasized at Xavier. 

Examples

What is your cannonball moment?

What do you stand for?

Musketeer Headlines

Headlines that begin with “Musketeers” with an added phrase to create a declarative statement that expresses values shared by all members of the Xavier community.

Examples

Musketeers defend their own.

Musketeers stand up for what’s right.

Contrast Headlines

Headlines that use contrast to demonstrate something unique to Xavier. These work only when the second part modifies the first part in a way that expresses value to the University.

Examples 

There’s move-in, and then there’s Manresa.

There’s gameday and then there’s Xavier Gameday.

Body Copy

In headlines and body copy, use sentence case and punctuation when applicable.

We can flex our style between shorter, punchier copy and longer, more thoughtful copy depending on audience and context.

We speak in first person when we want to strike a warm and inviting tone. For example, in undergraduate/admissions contexts, “We” sounds more welcoming and inclusive to a prospective student than “Xavier University.” We also use the first person when speaking to parents, faculty, staff and our community.

We speak in second person when we want to actively engage the individual consuming our messaging. By doing this, we shift focus from the institution to the individual, allowing for the consumer to better see themselves as part of the broader Xavier story, and to imagine, remember, and/or relate their own identity, values and experience with the University.

We speak in third person, i.e., Xavier University, in more formal external communications. For example, with academic peers, in more formal donor communications, etc.

Note: Making more use of second-person to centralize the reader’s story/position?

First person body copy example: 

We make mission our mission.

At Xavier, we are driven by our mission. We’re encouraged by the wisdom of our Catholic Jesuit tradition and strengthened by our focus on the future. We know how badly our world needs compassionate leaders, and we’re committed to being a University that shows care and support to our entire community.

Second person body copy example:

Make Your Mark

You’re in for the adventure of a lifetime. At Xavier, you’ll be seen for the individual you are and the unique gifts you bring to the table. At the same time, you’ll be challenged and you’ll grow in new and exciting ways — which will lead you to succeed in new and exciting ways, too. And of course, at Xavier, you’ll have a strong community to support you every step of the way.

Third person body copy example:

Xavier unveils renderings for new medical school.

Xavier University released official renderings of its proposed College of Osteopathic Medicine on Wednesday, two days before it ceremonially breaks ground on the 130,000-square-foot, state-of-the-art facility.

Read more about Brand Voice and Tone in the Brand Playbook.