Personality

BOLD. REAL. PASSIONATE.

Our personality helps shape who we are and how we do what we do. It cultivates a shared vision, so we can be consistent in everything we put into the world. Our personality guides our tone, design, positioning and operation.

WE ARE AWESOME

We are bold,
professional, creative,
thoughtful, purposeful and
authentic; we are smart,
unapologetic, hardworking
and collaborative.

BOLD

We are unapologetic in our approach. Unafraid to imagine a world others won’t even consider. We disrupt the status quo because it’s the right thing to do. So we lead by example, we start conversations. Partner, collaborate, educate and inform.

REAL

Straightforward, matter of fact. No poetry, just transparency. We are deliberately human—authentic to the core. This builds trust with our donors and colleagues.

PASSIONATE

With the heart and conviction to see and care beyond ourselves. Dedicated to changing lives.

PERSONALITY IN ACTION

Tone of Voice

Everything we say, says something about who we are. Intentional messaging — allows us to be meaningful and relevant while staying true to the brand. In the same way our tone and personality shapes how we talk to people, our positioning, mission and core messages guide what we say.

Our tone of voice is purposeful and conversational. It is all about bringing meaning and credibility to all that we do and say. It helps make sure that our words are not only filled with genuine human , but also have resounding reason to be there. Copy should always be a balance between purpose and passion, sharing knowledge and opinions in a truly engaging was that resonates with all people. We achieve this by using straight-talking and energetic language.

HOT TIPS

Proud… but not boastful.
Confident… but not arrogant.
Passionate… but not self-righteous.
Caring… but not doting or adoring.
Honest… but not insensitive.
Informal… but not messy.
Knowledgeable… but not academic.

DO’s

Use simple, compelling language.
Use a friendly/approachable tone with donors and other stakeholders
Use strong verbs and action words
Be informative and clear; share knowledge; translate complicated medical jargon into easy-to-understand language
Be cheerleaders of our brand, donors, QEII teams
Celebrate our wins loud and proud
Use a warm, kind tone when addressing donors and other stakeholders
Use four and five syllable words sparingly
Be active in all messaging
Acknowledge the good and bad in health care
Speak directly to audiences when relevant

DONT’s

Use a big word when a plain one will do
Be overly clinical or cold in your language
Use a passive or neutral voice
Be overly academic or reliant on medical language
Assume everyone has a healthcare or research background
Try to impress with terms our stakeholders won’t understand or find intimidating
Use boastful language or a bragging tone
Minimize the contributions of smaller community hospitals or other charities
Be overly gushy, over-the-top or complimentary
Speak in third person or using a passive or indirect approach
Avoid complex topics that are on the minds of our audiences

BOLD

Punchy, inspiring descriptions that are full of purpose and action. Use fresh language peppered with direct and bold words to instill enthusiasm for transforming health care.

REAL

We are humans talking to humans. Use direct, honest, natural, trusted language. Impart knowledge and expertise with others in a generous and easy, yet confident way. Use genuine and accessible words to explain all that we do and why.

PASSIONATE

We love the work we do with donors in our community and our healthcare teams. Be loud and proud of our brand, donors and QEII teams.

Logos, files, templates & fonts

You can find these in our Resource Library

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QEII HEALTH SCIENCES CENTRE FOUNDATION

5657 Spring Garden Road
Park Lane Mall, Suite 3005
Halifax, Nova Scotia
B3J 3R4

Phone: 902 334 1546
Toll Free: 1 888 428 0220
Fax: 902 442 7172
Email: [email protected]

Charitable Business No: 88646 3496 RR0001