Be friendly but be bold. Earn attention by promoting our ideas in language that is both purposeful and human. However, always remember to tie a point back to the themes that inform and drive our business:
We are an education finance company that provides a service, and so our language must also always be in service to an idea, a solution, or to an audience.
The nature of our business can be complicated or foreign sometimes.
Descriptions—in part or in whole—should always be provided with context and use as much as you can. A statement should never stand on its own and copy should always be used to move an idea ahead.