Branded Communication

Write with the SHSU Voice

Every piece of web content reflects the SHSU brand. Writing should not only inform but also convey the character and values of the university.

SHSU Brand Personality

• Driven
• Welcoming
• Collaborative
• Willing & Ready

Core Brand Attributes

• Steadfast Determination
• Unity in Character
• Authentic Success
• Mutual Transformation

How to Apply the Brand in Writing

• Work in key messages naturally — don’t force them.
• Use headlines that reflect SHSU’s values (e.g., You’ll rise to meet every challenge).
• Reinforce Bearkat pride across the site.

Titles vs. Headlines

• Title: Identifies the content and signals what the page is about. Example: Admissions or Financial Aid.
• Headline: Expresses a compelling idea, emotion, or call to action tied to SHSU’s brand. Example: Putting in the Work Pays Off.
• A title grounds the user in “what,” while a headline inspires them with “why it matters.”

Imagery Guidelines

• Use SHSU’s approved photography (Flickr or photo shoots).
• Avoid stock photos when possible.
• Never use a copyrighted image without a copyright agreement.
• Showcase our student population, positivity, and campus energy.

Learn how to optimize images for the SHSU web Website.