University Brand Guidelines: Copy Themes

Copy themes are the big ideas that appear in our narrative. They connect back to our brand platform, taking everything that makes up our brand and categorizing into repeatable themes that we can expand on and explore throughout our communications.

They also help us think about how to evolve and extend the brand language as we bring it to life. Note that none of them work in isolation; when expressing these themes in our communications, there will, and should be, some overlap.

Transformation

Students come to ETAMU because here, they are empowered to transform their lives. This theme focuses on all the ways ETAMU helps students transform—from changing how they see themselves to becoming capable and prepared professionals.

Headlines

TRANSFORM YOUR LIFE.
BE LION MADE.

BE YOU. BE READY.
BE LION MADE.

COME AS YOU ARE.
LEAVE READY TO OWN IT.

BELIEVE IN YOURSELF.
WE DO.

FOR WHO YOU ARE.
FOR WHO YOU WANT TO BE.

Tenacity

All Lions have this one trait in common—their tenacity. The determination and ambition to improve themselves and their communities. This theme focuses on connecting with that inner drive and inspiring audiences to see ETAMU as the place where this tenacity gets results

Headlines

CHALLENGE ACCEPTED.
LION MADE.

WHERE YOUR EFFORT
BECOMES OPPORTUNITY.

BE READY TO TAKE ON
YOUR WORLD.

BE BOLD. BE READY.
BE LION MADE.

SERIOUS ABOUT YOUR FUTURE?
SO ARE WE.

Belonging

Lions feel empowered to transform and pursue their ambitions because they find belonging and support at ETAMU. This theme focuses on making audiences feel that they have a place at our university; that they will receive the personal support that makes the difference.

Headlines

BE KNOWN.
BE CHALLENGED.
BELONG.

GET AHEAD.
WE'VE GOT YOUR BACK.

WHERE YOUR PROFESSORS
PUT YOU FIRST.

BELIEVE IN YOURSELF.
WE DO.

WE TAKE YOUR EDUCATION
PERSONALLY.

Readiness

Give a Lion a task and they'll figure out the rest—because they were prepared by the excellent academics at ETAMU. This theme focuses on the academic experiences the university provides, and how it prepares students for their professions.

Headlines

SERIOUS ABOUT YOUR FUTURE?
SO ARE WE.

MOVE THE WORLD TO
YOUR BEAT.

YOUR PRIDE.
YOUR RESULTS.
LION MADE.

BE READY TO TAKE ON
YOUR WORLD.

SERIOUSLY SKILLED.
SERIOUSLY READY.