designRoom Creative Blog
This month at dRC we are talking about feel and tone. What does that mean exactly? In our world, it means establishing a unique, consistent voice for a brand or campaign that resonates with a target audience. As with everything we do, it is based on strategy and client objectives. Feel and tone are shaped through sensory stimulation - sights, sounds, smells, touches and even tastes. We develop a unique voice through copy, color, typography, sound, imagery and so on, that stir these senses in an unforgettable way...
Blah, blah blah.. Hey, I'm on vacation next week! I have a whole week off! I'd rather talk about that.
Funny thing though, now that I think about it, I ended up giving this vacation a tone and feel. Here are the specs:
Objective: Do something fun with my daughter.
Target audience: 13-year old female (and me... but really my 13-year old daughter)
Time frame: One week
Obstacles: Teenage angst, cellphone diversions, embarrassing-dad syndrome (EDS), boredom.
Solution: An amusement park vacation!
It has been a bit of a rough year for her. I needed to do something special without breaking the bank and avoid the obstacles listed above. She kept asking what we were going to do on vacation this year. I couldn't think of anything. Flying to a resort was out of the budget. And honesty, while it would be nice to relax and sit on a beach, it isn't very conducive to interaction. I wanted something we could actually do together. Talk. Laugh. Move. Have fun!
It started with an idea to go to Cedar Point for a day or two. I received "client" approval on that basic conceptual direction. It easily grew from there. I wanted to keep that fun theme throughout the week. Here is the final agenda:
Monday: Cedar Point
Wednesday: Drive to Cincinnati for a Reds game and a motel stay - a physical break for my old knees, but no less stimulating as we are both sports nuts.
Thursday: Kings Island
Friday: Pot luck/play it by ear. Maybe a movie, but honestly, I'm sure we'll be fried by then.
All the tickets have been purchased. I'd text her a pic of each ticket as I purchased them to build excitement. The tone is set. Our senses should be stimulated (overly, for me. Haven't been on a coaster in years). Lasting memories should hopefully be forged.
Most of all, I just want to enjoy the moments laughing with my girl. There isn't a better feeling in the world.
I just won a big award, a global award for Best Chapter Branding for EO Cleveland. Of course it wasn’t [...]