Purpose + Value

Our messaging works best when it’s rooted in what we believe and why it matters. The following pages outline how to speak to different audiences through the lens of our brand value and message—ensuring our tone is focused, authentic, and consistent. We begin with Purpose + Value, capturing the heart of why we exist and the benefits we deliver.

Write in the PennWest brand voice—faster and with confidence. Launch the PennWest Brand Writing Assistant.

Learn more about what to say to students by using our Persona Guide.

Influence + Impact

Our Influence + Impact section shows how to extend our brand message into the influence we create and the impact we make. Here, we focus on expressing how our work guides, supports, and shapes outcomes for our audiences—ensuring our voice remains authentic, consistent, and grounded in what we stand for.

Resource + Support

Our Resource + Support section outlines how to translate our brand message into moments of guidance, clarity, and reassurance. Here, we focus on communicating the tools, help, and information we provide—ensuring our voice feels approachable, reliable, and aligned with what our audiences need to move forward with confidence.

Access + Flexibility

Our Access + Flexibility section demonstrates how to express our brand message through openness, options, and ease. Here, we highlight how we remove barriers and create pathways—ensuring our voice conveys possibility, adaptability, and a clear commitment to meeting people where they are.