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17 executive summary
BEHIND THE CURTAINS executive summary
ABOUT THE NEW BRAND
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Kelley Buttrick and Rachael Laya Hoffman, two experienced and passionate voice over actresses, are actively seeking to fix the disruption in the voice over industry.
Currently, most brands do not use one voice for their brand, and constantly seek out new voices for their advertisements. Also, it is extremely difficult for talent to get connected with brands they are passionate about. The resources for talent now are costly and there’s no real chance that talent will get to voice for a product/service they are actually passionate for. Get Real Voices will be a website that connects powerful voices to powerful brands. Brands will finally have one voice to keep their brand cohesive, and talent will work for brands they care about.
Kelley Buttrick
Rachael Hoffman
CorePrinciple
SONIC BRANDING
Sonic branding is the practice of a brand using the same
auditory elements throughout their advertising. Just as a brand has brand colors and typeface, a brand would have one voice for their brand.
The same way we relate “ba da ba ba ba,” and ‘I’m lovin’ it’ with McDonalds, a human voice can be the face and
recognition point for a brand. Having a voice for a brand is vital in relating with the consumer.
SONIC BRANDING MESSAGE
“How can your brand say, “Here I am,” when your customer’s eyes are distracted by another screen? The sense of hearing can come to the rescue and help cause that all important ‘thumb-stopping’ moment. Brands must find a distinctive au
dio universe that crystallizes their brand essence and that
sets them apart from the competition. And they must infuse it into all their audio touch points. - Emma Linaker
C H A L L E N G ES B U I L D I N G A BRAND FROM SCRATCH
Creating this brand is an attempt to revolutionize the existing voiceover industry using the concept of sonic branding.
Brands need to care about the brand, and talent needs to sign up for the website to function. We attempted to create a brand identity that will fit in seamlessly with the industry while simultaneously standing out and having enough of unique voice to draw in talent and clients alike.
We are then faced with the challenge of creating awareness and attraction to Get Real Voices.
While the voiceover industry is not currently perfect in it’s hiring processes, Get Real Voices is an entirely new concept, so Get Real Voices needs to make sure that the brand can build trust between clients and talent before the platform will be effective.
STRATEGY
Building entirely from the ground up on this project, the main goals of Get Real Voices are to build a following through social media platforms and promote authenticity of the brand, since it is all about establishing a unique voice for a product or company. Finally, our last goal is to give clients the creative freedom to express and promote themselves to potential clients. In order to accomplish these goals, we plan to use a variety of creative executions.
Branding
TYPEFACES
HEADING antique cherry Abcdefghijkmlnopqrstuvwxyz
BODY fira sans light abcdefghijklmnopqrstuvwxyz
BRAND COLORS
GREENISH GRAY SOFT SAND TAUPE GRAY
TOFFEE SYRUP MOCHA LATTE DARK MIDNIGHT
OFFICIAL LOGO DESIGN
