University of Greenwich

Language without limits

University of Greenwich’s ambition is to become the best modern university in the UK by 2030. We worked with the university's brand team to develop a tone of voice that will help them achieve it.
With campuses across London and Kent, and a powerfully ambitious, supportive and inclusive approach to education, UoG inspires thousands of students each year. In 2022, design agency Baxter & Bailey refreshed the university’s visual identity to reflect its personality. UoG later asked us to develop a tone of voice to support the new visual language.
We began with a series of linguistic analyses, dives into strategy, and language-led workshops with teams across the university. We visited the Greenwich campus, observing culture, talking to students, and meeting staff. We explored rooftop gardens, stumbling into ecology experiments, and enjoyed coffee in a union café – before heading back to the studio to develop a brand language that would allow UoG’s different audiences to feel as welcome and inspired as we had during our immersion. 
The result is ‘Language without limits’, UoG’s tone of voice guidelines. It encourages staff to write in a Boundless, Generous and All-embracing tone – leading to language that empowers a reader to go after their biggest ambition, knowing the university is by their side. 
Sally Webster, UoG’s Associate Director of Marketing Communications, says: ‘Working with TBLS has transformed UoG’s approach to language. Our tone of voice is now true to the university, and the guidelines are simple to follow, fun and inspiring. Teams across UoG are embracing it all – leading to comms that put us in a position to fulfil our ambitions.’