Brand Voice
Established an original Brand Voice character by leading collaborative client workshops
Brand Content
Worked with client to identify opportunities to apply branded content across web and social media
Guidelines
Built out practical guidelines for Brand Voice application across multiple touch points
Cyber security client | Lippincott 2022
"What if we weren't the most liked person in the room?"
When conceiving a brand character for cyber security giant CrowdStrike, bringing anti-heroes, introverted spies and obsessive technologists into the conversation unlocked options you can't get when you're trying to be all things to all people.
Trying to be all things is not CrowdStrike. They stop breaches. That's their thing. In the process of defining their brand voice, this client made clear that it must exude confidence and courage. CrowdStrike promises to do whatever it takes to protect us all from an ever-expanding and insidious enemy. That takes some maverick energy.
Just the same, no brand wants to be obnoxious, so this was a fun challenge. It included social-media-specific voice guidance, which rounded out a robust guideline deliverable.
Sample guideline pages:
