Imperial College London
Tone of voice and copywriting
Excellence meets opportunity
Around the world, Imperial College London stands for academic and scientific excellence.
But excellence shouldn’t mean elitism. Imperial wants students to apply because of their talent and enthusiasm, not their background or bank balance.
So, as part of the work they’re doing to attract a more diverse intake, we created an insightful, intuitive tone of voice guide to help them add inclusivity and inspiration to the excellence they’re already renowned for. We then put it onto the pages of their 2021 and 2022 undergrad prospectuses.
We’re not really the target market but they certainly made us want to apply.
Oh to be 18 again. And also good at science.
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Interviews
Tone principles
Verbal brand guidelines
Copywriting
Editing
