Tone of Voice | Brand Book | Knife and Fox

POST: The tone of voice slide for the Knife + Fox Brand Book. Thinking about a brand’s attitude and personality are so important to influence visual decisions. The team was at first interested in looking older and more experienced to agencies, since they were in their early 20s. I actually encouraged them with to double down and emphasize their youth with the branding. Something very desirable about being young, in California, talented and with the whole world ahead of you. Tone of Voice followed, with decisions like:

"What's up" not "Hello sir"
"Totally" not "I agree"

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PROJECT: Last summer I had a blast doing a branding project for a design agency relocating from Seattle to Los Angeles. Needing to evolve from PNW hipster to The OC, I thought it was a fun challenge. The final result was a 90’s themed California with an ode to Saved By the Bell.

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CLIENT: @Knife and Fox is a product design company located in the Silicon Beach area of Los Angeles. Hit up their founder @Shea Lewis - they are accepting projects!