Writing

Our voice reflects who we are and who we’re helping our students become. It’s shaped by our mission, by our legacy of equity and excellence, and by the ambition of every Cougar who walks our campuses.

A strong, consistent voice brings clarity to our message and unity to our community. Whether we are communicating with students, parents, alumni, partners or the public, our tone should inspire confidence and reflect the pride we take in the Kean experience.

The Kean Voice Is ...

Confident and Aspirational
We speak with conviction about what Kean stands for and where we are going. Our words show belief in our students, our mission and our collective potential.

Inclusive and Welcoming
Kean was founded on access and opportunity. Our voice should reflect that by being open, warm and encouraging to everyone who seeks to learn, grow or partner with us.

Purposeful and Clear
We keep language direct, positive and easy to understand. We focus on meaning, not jargon, and aim to connect rather than impress.

Global and Forward-Looking
Kean’s reach extends far beyond New Jersey, and our tone reflects that expansive perspective. We communicate curiosity, collaboration and a belief in the power of knowledge to change the worl

Writing in the Kean Voice

Do:

• Highlight access, opportunity and achievement.
• Celebrate discovery, creativity and research.
• Speak with warmth and pride in Kean’s impact.
• Keep language clear, active and conversational.
• Inspire your audience to see themselves in the story.

Avoid:

• Overly formal or bureaucratic language.
• Empty superlatives without proof (“the best,” “the only”).
• Inconsistent tone or style across materials.
• Using acronyms or insider language without context.

When we speak as one Kean with clarity, pride and purpose, we tell a story that inspires others.

How to Use the Kean Voice

• Be conversational, not casual. Use everyday language that’s warm and respectful.
• Focus on outcomes. Show how Kean transforms lives, not just what programs we offer.
• Tell stories. Use student, faculty and alumni experiences to create emotional resonance.
• Use active voice. “Kean supports students” is stronger than “Students are supported by Kean.”
• Avoid jargon. Keep language accessible to all audiences.

Cougars Climb Higher: Using Our Signature Line

More than a tagline, Cougars Climb Higher is the heart of Kean’s brand story. It speaks to our students’ ambition, our faculty’s impact, and our shared pursuit of excellence.

To use it well:

• Connect it to action. (“You’ll climb higher with research that makes a real difference.”)
• Show shared growth. (“When one of us climbs, we all climb.”)
• Anchor it in stories. (“After transferring to Kean, she found support, opportunity and the chance to climb higher.”)

Avoid placing it as a standalone sentence without context. Instead, embed it into storytelling and emotional impact.
 

Voice Dos and Don’ts

If you have any questions about the Kean University brand voice, contact University Relations at news@kean.edu with “Brand Voice” in the subject line.