Imagery

Big graphic to come.

The Stony Brook brand should permeate every experience and publication we create. That’s why we offer detailed guidance on producing materials that reflect the brand in an appropriate and consistent way.

The content guidelines detailed here will inform the way you produce on-brand, consistent and engaging materials that establish a strong, meaningful connection between Stony Brook and its audiences. Pay very close attention to these guidelines; with every communication you create — whether it’s a newsletter or presentation, flyer, video or tweet — you are an ambassador for Stony Brook Medicine and its brand.

Voice and Tone

The language we use when writing about Stony Brook Medicine shapes the way people feel about us. You should always convey the spirit of Stony Brook — Direct yet friendly, inclusive yet thoughtful, and confident, but never boastful. This is the same brand voice as Stony Brook University.

The Stony Brook Medicine brand is further defined as confident, intelligent and passionate. It gives the reader credit for their own intelligence as a healthcare consumer who is looking for the smartest choices. We are eager to share information about the latest advances we’ve been able to bring to their health.

The Stony Brook Children’s brand voice is empathetic, human, compassionate and fun. Even when we deliver information that is complex or serious, we try in our communications to explain things in a way that is emotionally relevant and interesting to parents.

Our brand voice should also be reflected in internal communications.

The way we communicate with one another internally — in newsletters, on posters, on hallway video monitors — should aspire to be the voice of that brand. We should be enthusiastic, motivating, and eager to share the power of our ideas with our fellow employees and other parts of the Stony Brook Medicine enterprise.

Creating Content

Telling a great Stony Brook story not only furthers the mission of Stony Brook Medicine and spreads an engaging, powerful message about the incredible people, discoveries and opportunities — it also can create emotional connections, change perception and drive the audience to action.

Every Communication is a Story

While calendar listings, event announcements and lists/tips are not typically wrapped in a narrative, the information around them should provide enough context and enthusiasm to draw attention and garner results. There is so much content noise to compete with, it’s important to think critically about what will inspire your audience.

Every Story is an Opportunity

For longer stories — whether they are about patients, alumni, faculty, staff, initiatives or research breakthroughs — remember the key ingredients of a compelling narrative thread will keep them engaged.

Words and media should support the core idea. Consider strategically placed pull quotes, photographs and headlines that create a visual rhythm to your storytelling and make the story richer and more engaging.

Also consider the opportunity to draw in a broader audience via social media. Is there a particular subhead that could double as a Facebook or Twitter headline? A photo that could serve as a visual header on a website?

Take the time to craft these elements specifically for the appropriate channels, and your story will travel beyond its original medium. That said, for social media, don’t force it. If there is not enough there, don’t create social media components just because you think you are supposed to. Always keep your core idea and goals in mind. Please review our Social Media Guidelines for any questions on this topic.

Clear Call to Action