University of Greenwich
University of Greenwich aims to be the UK's best modern uni by the end of the decade. Ambitious? You bet! That's Greenwich. This part of London is built on pioneers and mavericks, the boldest of the bold. Keen to bottle this spirit in its brand language, the globally known uni turned to us.
Language without limits
With three campuses across London and Kent, and a powerfully ambitious, supportive and inclusive approach to education, University of Greenwich (UoG) inspires thousands of students every year.
Design agency Baxter & Bailey refreshed the university’s visual identity to reflect its maverick personality – and those it loves to attract. Soon after, Sally Webster, Associate Director of Marketing Comms, got in touch with us. The university wanted to develop a tone of voice to match. Something bold, brave and brilliantly ambitious. Um, yes please. Count us in.
We know Greenwich well. We’ve visited plenty of times for writing recces and to work on our other clients’ language conundrums. From the tea clipper Cutty Sark to the tricky-to-find foot tunnel, everything’s an adventure here.
We began the project with analysis of current comms, dives into strategy, and language-led workshops with teams across the university. We explored what other unis were saying, and how they were saying it, too. None, we realised, could match UoG's ambition.
Back to uni
We soon visited the Greenwich campus, observing its culture, talking to students, and meeting staff. Words floated around us: achieve, best, ambitious, limitless, beyond. Tonality was in the air.
On one visit, we reached a rooftop garden and stumbled into a set of ecology experiments. Even wrong turns lead to discoveries here. And something else stood out. Generosity. From students to security, people asked if they could help us, guide us. We felt welcomed at every step.
Back at the studio, we began to define an approach to language that felt right for UoG. For its bold ambitions. For its many and varied audiences, from international PhD students settling in London to undergrads who grew up here. From staff new starters to long-established professors.
And no matter which campus, whether in London or Kent, you should sense the spirit of Greenwich. Those aspirations, and that generosity we felt on campus. This needed to be a verbal identity that celebrated the best of the university.
As we played with language, we came across a line in Baxter & Bailey's visual work that unlocked a treasure chest. Together, there are no limits on what we can achieve. A phrase shone like gold.
A big, brave, maverick approach
Introducing 'Language without limits', UoG’s approach to tone of voice. 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.
Comms, social and marketing teams from the Greenwich, Avery Hill and Medway campuses joined us for training. We went on to write plenty of supporting copy, including key messages for the new student support platform. The tone of voice shines through the university's every word.
Sally got in touch to say: “Working with you has transformed our 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 the university are embracing it all – leading to comms that put us in a position to fulfil our ambitions.”
University of Greenwich aims to be the UK's best modern uni this decade. Ambitious? You bet! That's Greenwich. And we're sure they’ll do it. With the brilliance of its teams and hard work of students, there are no limits.