Preview, a brand design studio, commissioned a review of perceptions of Vine Resources, a successful recruitment company. A series of interviews were carried out, along with desk research and an asset audit. An analysis of the audience and their emotional motivations led to a review of the company’s tone of voice.
Participants in the study were enthusiastic about the brand and company, and a picture began to emerge of a friendly, personal, dynamic and fun brand. It was clear that their tone of voice could be strengthened in line with this perception.
The commission was extended to include brand style guidelines, tone of voice guidelines and editorial guidelines, as well as copy that worked to the new tone of voice.