CURevl Copy Guidelines

Themes

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:

  • Education
  • Finance
  • Customization
  • Competence
  • Community
  • Families

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.

Do / Don't

Do:

  • Draw attention with bold ideas.
  • Have a sense of humor if appropriate.
  • Be human.
  • Simplify complicated concepts

Don't

  • Be didactic.
  • Speak negatively.
  • Lean towards a stereotypically dry financial writing style.
  • Use industry acronyms.

Content

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.