The Project:
Multiplatform Social Media Branding Identity
Develop Visual Identity + Brand Voice + Positioning
The Concept:
Undercut Media started out as a passion project and grew into something much bigger. The purpose of creating the Undercut brand was to promote my blogging/video blogging career. My content focused on social commentary, internet trends, and the occasional prank or two. Over time my online following grew, and I was lucky enough to collaborate with some of SA's top online and radio influencers. Here is a brief look at the visual identity I designed for Undercut Media:
The Brand Identity:
Tone of Voice
Once the brand positioning and visual branding was solidified I began working on a tone of voice. The brief was to create a tone that Millennials could identify with. Some of the objectives I focused on included:
- Social commentary with a subtle hint of sarcasm without coming across as as arrogant
- Focusing on topical/trending subjects in order to ride the hype of trending social media topics and hashtags
- Being agreeable with the ideals and values of the Millennials - perceived as a 'Friend' to my target audience.
I tried to adopt these objectives into my writing and into my interviewing style, as seen in the examples below:
