TONE OF VOICE
The tone of voice is a vital part of the Ocean Conservancy’s brand re-imagination. It can be summed up in three words: Captivating, Shocking, and Urgent. The voice of the brand should open with ambiguity and a vague sense of whimsy. Combining the copy with brazen imagery should captivate the audience before they comprehend what the content is. At this point it’s revealed what the copy is about and data is utilized to swivel and refocus the audience causing shock. The end note of Ocean Conservancy’s voice is always a call to action. By providing next steps and action items the audience is aware of the exigency of the issues that have been presented to them.
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