Storytelling is the cornerstone of our approach to communications.
Story is about connection. It allows us to share in the experience of our fellow humans and to explore other worlds. It brings us together emotionally. It moves us. And it is a powerful mechanism for learning.
Our hero is always our audience. We’re the ones telling the stories, but our work should focus on the people we’re trying to reach—not us.
Our messaging should empower them, allowing our audience to see how IU benefits them, and imagine themselves as part of the brand.
Our seal contains two words that form our lens for storytelling. Truth is the heart of our story. Light is how we reveal our truth.
All of your work should seek to do these two things. However, the seal itself should only be used for presidential materials.
Our marketing and communications range from functional to expressive, in both voice and design.
This gives us flexibility to adapt our creative expression to better connect with our audience throughout their journey.
We’ll talk much more about this scale at the Storyteller’s Summit in July. For now, keep these guidelines in mind.
Pragmatic, clean, and simple. Brand expression on the functional side steers away from ornament or excess. The focus is clear, and the message, direct.
Rich, bold, and intricate. Brand expression on the expressive side embraces the dramatic. Clarity is not lost, but we have room for elaboration.
