Voice is more than what we say—it’s how we say it.
Voice is the combination of the tone we use, the language we choose and the way we put sentences together. And it’s one of the primary ways our audiences can connect and identify with our brand, emotionally and personally.
Be confident, but not arrogant.
We’re hard workers who have earned the right to make strong, compelling statements that assert our place in the community—but that doesn’t mean we should be unnecessarily boastful. Back up strong statements with outcomes and proof points that illustrate those confident claims.
Be unyielding, but not stubborn.
We’re motivated by purpose, tenaciously pursing our goals without sounding overbearing or obstinate. When possible, make sure to highlight the reasons behind our drive and how it connects back to the greater good.
Be distinct, but not strange.
Our tradition of non-tradition is something that sets us apart from our peers, but it shouldn’t be treated as odd or unusual. Intentionally showcase our points of uniqueness by pairing them with the benefits that come from being different by design.
Be industrious, but not hardened.
We’re defined by our hard work and resilience, but we should never sound jaded or tired.
Personality is what humanizes our brand. These characteristics and qualities help define the way our brand should look and feel—creating alignment between who we authentically are as an institution and how our brand begins to come to life. Our personality traits shape the tone and voice of our brand, driving the image for all of our communications. Each of our brand’s traits was chosen deliberately, informed by a deep understanding of what it means to live and learn in the heart of Baltimore.
We are strikingly different: We’re unlike any other school.
History tells us that hard work, grit and resilience will prevail.
Our pursuit is fueled by an inextinguishable purpose.
We believe in human equality as a means of advancing society.
We know what we stand for and why we’re all here.
We’re here because we care for our students and for Baltimore.