VOICE

TONE OF VOICE

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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.

TRAIT

CAPTIVATE

SHOCK

DESCRIPTION APPROVED UNACCEPTABLE

Our copy should always draw the reader in. Using an element of ambiguity the audience should want to investigate further regardless of their interest in the content or topic.

After being enticed, the data that is presented should surprise and disturb the reader.

The outcome of the prior traits will spur a sense of urgency towards the global issues that were laid out. Use strong verbs and irregular adjectives. Be playful and mysterious. The way the copy is written will immediately capture the audience regardless of their stance on the content.

Let the initial lead up and the raw data and facts do the work. The unexpected twist will render this portion successful.

Always end on an action statement. Be direct and point towards next steps. Do not be direct initially. Overplayed allusions will be the enemy.

Do not be obscure or utilize references. Don’t be informal or casual as it will detract from the value of the issues.

Our copy should always draw the reader in. Regardless of the content the audience should want to investigate further.

EXIGENT

TONE OF VOICE

CAPTIVATE

SHOCK

EXIGENT