We want MassArt to be portrayed as inviting, accessible, exciting, and to authentically reflect the MassArt Community. When engage with our prospective audiences, we want to make them feel welcome and supported - just as they are at the College.

The New Brand and Messaging Platform

Understanding the brand pillars and voice

Brand pillars are the core concepts and values that make MassArt unique. These are the ideas we want to emphasize in our text, not the exact language to use. We want to highlight our core strengths and the things that make us MassArt. As a community, the ideas we want to always return to are:

• Access & affordability: We believe deeply in the power and promise of public education.
• Community & diversity: We are an authentic mix of backgrounds, perspectives, and lived experiences.
• Learning without limits: Every corner of MassArt vibrates with energy and excitement. Students learn specialized skills, resourcefulness, and grit.
• The joy of making your mark: MassArt graduates are everywhere, contributing to the common good in their own unique way.

<aside> 💡 Note**:** Brand Pillars are the ideas we want to emphasize, not necessarily the specific language you need to use.

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Brand voice is all about the personality of the College, how the language sounds and feels, and how we want people to think about MassArt

• MassArt personality: We are scrappy, unpretentious, aspirational, straightforward, skilled, grounded, driven, joyful, and world-class
• Those personality traits should also apply to how we talk about the College. We want to sound like us. We should sound straightforward, because that’s who we are at MassArt. We should sound joyful, because we are.

Key Vocabulary - words to use when writing about MassArt!

| Access Celebrated Collaborate Common Good Community Creativity Critical Thinkers Dedicated Design/designers | Dig in Educators Excellence Exceptional Giving back Impact Makers Mentorship Neighbors/neighborhood | Passion Persistence Problem solvers Relevance Rigor Scholarship Teachers/teaching Uncommon VibrantVisionary/visionaries | | | --- | --- | --- | --- |