Brand Voice & Messaging Strategy

Advancing the boundaries of creating and using knowledge, leading the way toward a just and sustainable future for all.

As the flagship public land-grant university of the Commonwealth of Massachusetts, we expand educational access, fuel innovation and creativity, and share and use our knowledge for the betterment of the world.

With certitude, we embrace our responsibility to advance the inclusive and equitable well-being of all people and the health of our planet.

Now we chart a new era for the university. The world demands breakthrough solutions to mounting environmental, social, economic, and technological challenges. We respond by galvanizing our inclusive excellence to advance the boundaries of knowledge as we redefine and expand our commitment to the common good.

• Excellence: We believe every member of our university community can contribute to our ongoing success by striving for the highest level of excellence.
• Diversity, Equity, and Inclusiveness: We advance a diverse, equitable, and inclusive community by fostering the health and well-being of all our members, where everyone feels connected and valued—and thrives.
• Engagement: We engage with the broader community throughout the state, across the nation, and around the world for collective and meaningful impact.
• Intellectual Creativity and Innovation: We forge solutions to global challenges by developing, transferring, and translating knowledge.
• Respect: We believe the free, open, and respectful exchange of ideas and information is fundamental to our excellence, and we cherish intellectual freedom for every member of our community.
• Sustainability: We live our values as a global leader in advancing the health and well-being of people and the planet by intentionally integrating sustainability into our mission and campus culture.
• Integrity and Transparency: We strive to ensure university resources are used responsibly, our decision-making processes are open and consistent, and our work is intentional and ethical.

Clarity on what you’re trying to achieve and who you’re speaking to is the foundation of effective communication. It ensures your message is relevant, targeted, and more likely to inspire the right action.

When communications reflect the impact on students—their education, growth, and well-being—they resonate more deeply and align with the university’s core mission.

Inclusive language is integral to our messaging at UMass Amherst. We are committed to communicating respect and consideration to all prospective and current students, staff, and faculty, as well as those in our local community and beyond. Using inclusive language demonstrates our values in action and helps every reader feel a sense of belonging. Find specific instructions about inclusive language in our editorial guide.

Open with the most compelling element—whether it’s a breakthrough, a milestone, or an outcome—so your audience is engaged from the very first moment.

Where and how your message appears influences how it’s perceived. Choosing the right platform and format ensures your content reaches the right audience in the most impactful way.