02 — Voice and tone
The narrative is the sound of the brand. Headlines borrow its light. The checklist is the last pass before something goes out.
This is messaging and personality in action. It lends light to headlines. It is not a block of copy you paste into everything.
As Beacons, we reflect God’s light. Even in darkness or without a path forward, we shine outward and onward, anchored in our values.
We project the image of goodness in which we are created. We cast compassion and bring truth to light: dedicated to doing what we can to bring a brighter future for all into view.
Whether we are students in pursuit of our passions, faculty in the field earning hard-won wisdom, athletes on the starting block, or servant-leaders in real communities — we illuminate our surroundings, uncovering the joy that’s right before us all: the human joy found in service of something greater.
We ground theory in practice and push ourselves to discover our true capabilities. Reaching further together. Leading compassionately for the good of society. At Valpo, our light is for everyone.
Grounded, we shine.
Grounded, we serve.
Grounded, we radiate.
Valparaiso University
As Beacons, we reflect God’s light. Even in darkness, we shine outward, anchored in our values.
Inside every Beacon is a force that illuminates and guides. It begins within and is aimed outward. Valpo offers a foundation of core values that holds when the path is unclear.
We project the image of goodness in which we are created, and we bring truth to light.
Belief in human potential is why we help others. At Valpo, service is not a lesser pursuit. It is the aim of great leaders.
Students, faculty, athletes, and servant-leaders uncover joy in service of something greater.
Joy lives in acts of service, and service is possible in every role. That is why the approach is interdisciplinary. Multiplicity is our strength. Service is our joy.
We ground theory in practice. Reaching further together. At Valpo, our light is for everyone.
Pursuing truth is study and experience. Curiosity, kept for a lifetime, is what makes a Beacon powerful. That power, like light, is meant for lending.
Grounded, we shine. Grounded, we serve. Grounded, we radiate.
This is the hook. It holds the mission, the personality, and every Beacon’s power to shine.
Headlines are where the voice is most often missed. These are starting points, not a closed list.
Pattern
Grounded in [overarching value], we radiate [an outcome of holding that value].
Use it to connect a value people cannot see with an outcome they can. It flexes from prospective students to donors.
Pattern
Radiate [a positive quality or value].
A direct call, especially when the piece is complex or the character count is tight. You can radiate almost anything, metaphorically. Keep it short.
Draft in the patterns. Copy when it sounds like us.
Grounded in empathy, we radiate care.
Radiate integrity.
Ask what a Beacon’s light does for someone else. Are lights combining? What do they illuminate? “Lend your light” works for donors and alumni. “We know brilliant lights don’t just shine in one direction” carries interdisciplinary life without repeating the slogan.
Not every line needs “grounded,” and not every line is about light. Too many branded metaphors wear the idea out. “Your education prepares you for a career. Valpo prepares you for a calling.” never says radiate, and it is still the voice. Come back to the strategy when the metaphor is spent.
Read it aloud. Skip insider acronyms. Academia is a small room. Leave the light on for everyone else.
Do not only claim joy or impact. Specific stories, numbers, and examples are what make a big ask credible.
Short attention is the default. Cut until nothing else can go. Use heads, subheads, and bullets.
Put the important thing first, especially on the web. Dial the brand voice up on top-level pages and down as the page gets more functional.
One message per piece, unless it is a long case statement or newsletter. The right priority is how you get remembered.
Every piece needs a next step: an event, a newsletter, an application. Say what it is.
Step away, then read the piece aloud. Your checks stay in this browser.