Using our narrative and messaging pillars
Last updated:
05 June 2025
Our brand narrative and messaging pillars
- Never change the words in our brand narrative. It’s important we stay strong with the message to ensure it lands, is consistent and builds traction.
- You can adapt the narrative by changing the order or shortening it to suit the context.
- Our messaging pillars sit alongside our brand narrative and can be used to develop content that brings to life our purpose and what we do.
- Our messaging pillars are flexible. The title of each pillar demonstrates the individual goals we have as an organisation.
- The copy in each pillar is adapted from the narrative but can be further tailored to meet the needs of your context.
Tailoring the brand narrative
While there are times where you’ll use our brand narrative in full, it’s more likely you’ll need to tailor it to the context you’re working in.
By length
- Sometimes you may need to shorten the narrative to tailor it to the needs of your audience or to adhere to specific word counts.
- Rather than actively change words in the narrative by removing, adding or re-writing, extract a specific part of the brand narrative to fit your word count.
Example — one paragraph: University of the Arts London (UAL) generates and inspires the creativity the world needs for a better future. Since 1842 our Colleges have been defining creative education. With curiosity, imagination and intent we make work which creates lasting change for people and our planet.
Example — one sentence: University of the Arts London (UAL) generates and inspires the creativity the world needs for a better future.
By College
Colleges and Institutes have their own brand narratives, but there may be times where you need to reference a College/Institute alongside the wider University:
- Avoid duplication of language between narratives as this can become confusing for audiences.
- Instead, prioritise language which describes the College/Institute, supported by extracts from our narrative and messaging pillars to bring clarity to the connection to the UAL brand.
- If you're considering developing a new brand narrative for your College or Institute, align the structure with our core brand narrative. Always follow the structure of why, how, what.
Example: University of the Arts London (UAL) generates and inspires the creativity the world needs for a better future (why). Since 1842 our Colleges have been defining creative education (how). With curiosity, imagination and intent we make work which creates lasting change for people and our planet (what).
Combining the narrative and messaging pillars
- You can use one or a combination of our messaging pillars to inspire content that communicates our values, who we are and what we do.
- Use the messaging pillars where more specific language is required than is in the brand narrative. For example, you may want to use 'Our QS ranking' to attract prospective students or develop content about 'Our global network' to speak to businesses.
- The narrative and pillars can be used simultaneously when producing content — remember to use the brand narrative without changing any words.
Proposition language
- There are instances where proposition language already exists to describe certain services, products or entities (for example, UAL Showcase or UAL Insights).
- Prioritise the use of that language but remember to use our narrative and pillars where you need to reference the core UAL brand or wider organisation.
Example: UAL Showcase reflects the world as seen by the creators and innovators of tomorrow.