Our Defining Characteristics
In all channels, Loyola’s presentation style takes its cues from its personality: decisive, clear, helpful, and detail-oriented. We strive to be clean and clear because of the strength of our content. All materials are developed to create a positive, engaging experience, and differing formats are encouraged to allow for scanning of information and deep-dive viewing alike. These are the hallmarks of our content-based, integrated style:
FOCUS ON SIMPLICITY.
We master the fundamentals—thoughtful informational hierarchy, alluring and informing headlines and guiding type, and emotive imagery—because doing so exposes the content most effectively. In writing, use simple, declarative sentences. In design, use generous white space to replicate the easy, open, and comfortable experience of Loyola. Avoid tricks and stamp out clutter—too many adjectives, too many similar photographs, or too many elements—that crowd out the primary objective.
BE EASY TO USE—OR AT LEAST APPEAR SO.
Put yourself in the viewers’ seat. What do they want to see, read, hear, or feel to entice them to explore or act further? What’s the best way to provide that? What are the questions they might ask—and in what order? Such decisive editing is as imperative in telling a good story in words and photographs as it is in creating intuitive navigation and effective presentation.
ALL PARTS WORK TOGETHER.
We believe the adage, “A picture is worth a thousand words.” An image or very short video clip can convey unmatched emotion and texture. Even today, however, when every mobile device has a camera, images don’t work in a vacuum. They depend on supporting headlines and captions that explain and clarify.
REPEAT. REPEAT. REPEAT. SURPRISE.
When everyone shouts, no one is heard. Consistency in messaging, in tone, in form, and in delivery is key. Doing so creates a pace and persona that is uniquely Loyolan, and it creates a baseline of expectations for viewers. That is not, however, the end goal. It’s merely a way to allow the few, very special, very important, very intentional projects stand out.