Voice & Tone


University communications speak with a clear, powerful voice that reinforces the UNH brand. Our writing reflects the brand pillars of innovation, success, sustainability, global reach, inclusion and the 360-degree experience.


Tone should fit the intended audience, whether it’s 17-year-old prospective students on social media, the general public reading a newsletter, or alumni receiving a campaign appeal.

Engage readers by writing conversationally, avoiding heavily technical language and institutional jargon. Emphasize personal, human experiences and real-world accomplishments.



Try this:

With the help of UNH-built instruments on NASA satellites, a new kind of celestial forecast could make travel safer for airline passengers, bring more stability to electrical grids and improve the reliability of GPS navigation. Equipment developed by the UNH Space Science Center is being used to create forecasts by tracking patterns in “space weather” hundreds of miles above the Earth.

Instead of this:

At the Space Science Center (SSC), scientists, engineers and students have developed equipment launched into space as part of the National Aeronautics and Space Administration’s (NASA) Magnetospheric Multiscale (MMS) mission. Satellites with Electron Drift Instruments and electronic controls built at the center are gathering information on plasmas within the magnetic fields of the Sun and Earth, the interaction of which can cause “space weather” events. Read more here.

Try this:

When you find yourself humming “Let it go,” think of Jennifer Lee ’92. The Oscar winner studied English at UNH before moving to California, where she wrote and co-directed the Disney hit “Frozen.” Lee was the first female director of a Walt Disney Animation Studios feature film, and “Frozen” remains one of the highest-grossing animated films of all time.

Instead of:

Jennifer Lee, the director of the Disney animated film “Frozen,” graduated from UNH with a degree in English in 1992. She moved to New York City and eventually to California, where she achieved national success when she wrote and directed the 2013 full-length animated film “Frozen” for Walt Disney Animation Studios. The film won both an Academy Award and a Golden Globe for best animated feature film, among other honors.

Try this:

Head Brewer Matt Gallagher admits that seaweed is “at the top of the weirdness scale” when it comes beer ingredients, but that didn’t stop Portsmouth Brewery from reaching out to UNH for its first batch of red Selkie ale. The marriage of craft beer and marine research may be the perfect match. The university helped the brewery harvest 60 pounds of farmed sugar kelp, resulting in a slightly briny brew offset by a sweet maltiness, and a burst of entrepreneurial inspiration for UNH research scientist Michael Chambers. He sees new opportunities for regional aquaculture projects to supply New England’s booming craft beer market with local ingredients.

Instead of:

Portsmouth Brewery contacted the University of New Hampshire for ingredients when it decided to brew an ale with seaweed. UNH research scientist Michael Chambers helped the brewery harvest sugar kelp from an ocean platform supporting a multi-trophic aquaculture (IMTA) project where the kelp is raised with other ocean species. The resulting ale was described as slightly briny, with a sweet maltiness. Chambers said he sees opportunities for similar IMTA projects to supply a growing craft beer market with local ingredients. See a video about the beer here.