Tone of Voice
Verbal Identity: How We Speak
Our verbal identity is simply how CAVAD sounds when we communicate. It is the words we choose, the tone we carry, and the posture we take toward others across classrooms, studios, emails, websites, social posts, events, and conversations.
It is not marketing language. It is an expression of who we are.
Our Voice: Who We Are
CAVAD is grounded in the belief that creativity is a faithful response to God’s call. That belief shapes how we speak.
We ask thoughtful questions, value purpose over prestige, and speak with hope, humility, and care for others as we look toward the future. Our voice reflects who we are becoming as a community shaped by faith, craft, curiosity, and service.
Our Tone: How We Meet People
Tone is how our voice shows up in real moments with real people.
At CAVAD, our tone flows from our God given purpose. It invites participation, honors people, and reflects our hope for formation and renewal. Our words should feel human because we are humans made in the image of God.
When someone reads something from CAVAD, they should sense welcome and community, creativity and thoughtfulness, humility and sincerity, hope and optimism, and a clear sense of purpose and forward momentum.
Our Voice at Its Core: Five Guiding Traits
Purpose Driven
Our voice flows from our commitment to Christ and the belief that creativity is a faithful response to God’s call. We speak toward formation, stewardship, beauty, goodness, truth and hope.Others Centered
Creativity at CAVAD is never a solo act. We speak as we, not me. Our language honors students, faculty, alumni, collaborators, and communities as co-creators, participants, friends, and neighbors.Warm & Invitational
We speak with people, not down to them. Our tone leaves room at the table for others to join, contribute, participate and belong.Simple & Clear
Use plain, everyday language. Say it like you would to a student or colleague. Translate big ideas into words people can remember and carry with them. Our voice is professional but human, polished but not stiff, and free of academic jargon and generic marketing language.Inspiring & Service Oriented
Our voice encourages growth, imagination, and faithfulness. We speak with humility and a servant’s heart, calling for excellence for the good of others and the renewal of culture.
Tone in Action
Do
At CAVAD, you are part of a community that challenges you to grow creatively and spiritually, equipping you to lead and make a meaningful impact.
Do Not
CAVAD is a place where students study design and graduate with a degree.
(Too generic and transactional.)
A Simple Check Before You Share
Before sharing anything on behalf of CAVAD, ask:
Does this sound warm, clear, and human
Does this use we language and reflect community
Does this invite someone in rather than talk at them
Does this reflect the character we hope our students grow into
If the answer is no, please revise it until it does.