The tone for written text, or copy, in Marquette's marketing materials is driven by what we have defined in our brand triangle:
In general, copy should be conversational and relaxed rather than institutional — as though the reader is sitting across the table from the writer.
Copy should always be written with a specific audience in mind. Given that, copy may change slightly depending on the age of the audience, their familiarity with Marquette and their openness to the information being communicated.
We have only seconds to make a brand impression on our audience. Clear, concise copy has the greatest impact.