Message Platform
This messaging platform includes a core narrative, core themes, guiding questions, and a summary of visual tonal qualities that aim to serve Trinity University branding, outreach, marketing, and communications. The platform operates from the authentic premise that Trinity University offers a liberal arts education of excellence and breadth distinctly suited to the needs and challenges of the 21st century and beyond.
Core Themes
The core themes capture aspects of Trinity that distinguish us from our peers. All Trinity storytelling should emphasize at least one—and ideally two—of the following themes:
Learning with Purpose
Trinity attracts serious, motivated learners and prepares them for lives of discovery, growth, and leadership through close mentorship and high expectations.
The Value of Breadth
A liberal arts foundation plus strength across disciplines prepares undergraduates with relevant, rigorous, multidimensional learning from day one.
The Power of Place
Trinity’s path to national distinction runs through Texas, grounded in San Antonio’s culture, offering freedom to explore ideas and momentum to pursue them.
Keywords
Use these words as a consistency tool. Think “evoke these qualities,” not “force the exact terms into every sentence.”
Primary Keywords
Secondary Keywords
Voice & Tone
Voice: Voice is Trinity’s consistent personality in writing. It should feel smart, confident, inviting, clear, and approachable.
Tone: Tone adapts based on audience and context. A student-facing message will sound different than an annual report or donor communication.
Practical tone guidance:
- Admissions and recruitment: confident, inspiring, specific
- Advancement and campaign: bold, direct, outcomes-forward
- News and storytelling: grounded, human, vivid
- Administrative updates: clear, helpful, concise
Writing Guidance
Do:
- Lead with the point, then support it with proof (people, outcomes, examples).
- Use active voice and concrete details over generic claims.
- Keep headlines focused on one idea, written for scanning.
- Tie stories back to one of the three core themes when possible.
Avoid:
- “Any university” language (world-class, top-tier, premier) without specifics.
- Copy that tries to say everything at once (especially in headlines).
- Overly internal language that audiences outside Trinity won’t understand.
Brand Guidelines