Voice and Tone

It’s inspiring, and it sets the tone for our writing and brand language. But the creative platform is more than a set of poetic phrases: It encompasses our entire messaging strategy and sparks it to life. Although it shouldn’t be used word for word when communicating externally, use it as inspiration or a gut-check for sharing our story.

At RIT, we leave the status quo to someone else.
That’s why we reject the everyday and the expected, and instead:
We advance the exceptional.
Develop the unconventional.
Elevate the delightful.

We lead with the idea of being an incubator for the exceptional.

We’re a kaleidoscope of curious minds—each embraced for our uniqueness and all working toward countless different goals.

This section talks about who we are, homing in on our core message about being inquisitive people, while also alluding to diversity.

But we’re united in the chase for a certain feeling:
When our eyes widen and our jaws drop.
When our hearts beat faster with the anticipation of discovery.

The idea of being united creates a sense of community. At RIT, even though we are individuals, we are all embraced.

It could happen anywhere, at any time.
And at RIT, we’ve intentionally created a place where these moments happen over and over again.

This paragraph refers to the academic experience that we create—our programs—and how they empower us to generate original thoughts and implement new ideas.

A place where something amazing is always right around the corner.

This is the overarching idea. It hints at our unique people and the unique way they go about solving problems, creating, and innovating.

It might be something slightly unusual.
It might be something wildly creative.
Or even something theoretically impossible.

These sentences speak to our innovative and creative nature, which is at the core of what we do. It also includes language about our distinctive mindset and our approach to solving problems.

It might be something no one has thought of yet, but there it is, right in front of us, just waiting to be made real.
Whatever that something is, we go after it with everything we have. We observe, we analyze, and we untangle. We tinker, we test, and we prove. We teach and learn from each other. We solve problems, and then seek out new ones.

This section talks about hard work, and our insatiable desire to discover, explore, and improve.

Because this is what we live for: The unbridled energy and exhilaration that comes from achieving something. Perfecting something.

Because here,
We're always on to something amazing.

Here are examples of how to adapt the brand voice and tone to different audiences while still sounding consistent.

Headline Hierarchy

“On to Something” is our creative platform, but it’s not a tagline. Is it a headline construct? Sometimes. But using the words “on to something” in every headline can get repetitive, so we don’t rely on that construction all the time. Use the pyramid below as a guide when you’re writing headlines.

Writing Headlines

The smallest portion at the top represents the times we use “on to something” verbatim, and the largest portion at the bottom represents the headlines we use much more frequently.

How to Write Headlines

For high-level pieces like viewbook covers or billboards, these techniques are the best way to make a succinct, powerful impression on a wide audience. There are two ways to use “on to something” in a headline:

“On to Something” Headlines

On to something + [qualifier] To keep this phrase fresh, combine it with a descriptive qualifier that conveys the type of work being done and the type of passion and intensity that go into it.

Examples

On to something wildly creative.

On to something extraordinary.

On to something remarkable.

“On to” Headlines

On to + [high-level idea or specific experience] Use this device to convey high-level ideas that apply to a broad number of people, and to build language around specific stories of individuals. This headline construct should also be used more frequently for NTID and international audiences, since “on to something” is an idiom that’s not conveyed as easily through translation.

Examples

You're on to an experience unlike any other.

On to the next big thing.

On to a better internet.

Conveying “On to Something” Without Saying it Verbatim

There are many different ways to convey the feeling of “On to Something.” Use words and phrases like these to keep our language varied while still communicating clearly.

Examples

• Countless
• Infinite
• Next
• Forward
• Advancing
• Momentum
• Pace
• Ahead
• Progressing
• Building
• Driving
• Pursuing
• Endless
• Constant
• Motion
• Ceaseless
• Limitless
• Perpetual
• Continuous
• Relentless
• Insatiable

When writing body copy, we want to both convey the message of “On to Something” and pay it off effectively. By balancing our language between the things we achieve and the things that are ahead, we can demonstrate the uniqueness of our approach, the people behind the process, and the results that they yield.

Here is an example of what that might look like for a piece about NTID:

You’re on to a world of possibilities.
The National Technical Institute for the Deaf (NTID) provides unmatched opportunities for deaf and hard-of-hearing students. You’ll receive the career-focused, innovative curriculum RIT is known for, all within an accessible and supportive learning environment that’s equipped with the tools and resources you need to reach your next goal.