FINDING THE RIGHT TONE FOR YOUR BRAND’S EXPERIENCE

Jul 14

Ever met someone who looks put-together but gives off totally chaotic energy? That’s what happens when a brand’s visuals say one thing and its voice says another.

A strong brand experience isn’t just about a pretty logo—it’s about creating a consistent, authentic vibe that your audience feels every time they interact with you. From color and typography to tone and web flow, your brand should feel like you—from every angle.

Let’s break down how to build a vibe that sticks—and how we brought one to life for one of our clients.

Visuals, Voice, and Vibe: The Power Trio

To really connect with your audience, your brand elements need to work together like a well-oiled (and well-dressed) team.

👩🏻‍🎨 Visuals – your colors, logo, fonts, photos, patterns

💬 Voice – the tone of your messaging: confident, casual, cheeky, calm?

💡 Experience – how it all feels when someone browses your site, clicks your email, books your service

If your tone says “chill,” but your design screams “corporate,” it’s going to feel confusing—and confused brands don’t convert.

Common Brand Vibes (And When to Use Them)

Here are a few of the go-to brand “vibes” we help clients define and design around:

Down-to-Earth & Approachable

For brands that want to feel like your friendly neighbor. Warm colors, candid imagery, simple messaging.

TRANQUILITY ACRES →

Elevated & Minimalist

Clean lines, intentional whitespace, understated typography. Ideal for high-end, modern brands that let the work speak for itself.

← KATIE GRIMES

Bold & Energetic

Bright colors, confident copy, and expressive layouts. Great for youth-focused brands, creators, and service pros with big personality.

MATCH LAB →

Whimsical & Nostalgic

Hand-drawn elements, retro typefaces, a touch of play. Ideal for kid-focused brands, creative studios, or boutique experiences.

← CHEWOLOGY

How to Find (and Refine) Your Own Brand Vibe

Start by asking:

🤍 Who are you for? What feelings do you want your audience to walk away with?

👩🏻 If your brand were a person, what tone would they speak in?

✨ Which 3 adjectives describe your ideal brand experience?

Answering these helps flush out mismatches and focus your brand’s direction.

CLIENT SPOTLIGHT

Novi

An underwriting group based in Kansas City, Novi came to us looking for a full rebrand—starting with the name. We built a bold, modern identity to match their sharp thinking and forward momentum.

What We Did:

Verbal Identity – Name development, tone of voice, messaging
Visual Identity – Logos, high-contrast color palette, bold typography system
Brand Guidelines – Created to keep everything sharp, smart, and cohesive

The Vibe: Confident. Modern. Strategically Bold.

Think: high-impact visuals meets analytical edge. The voice is clear and assured (“Real Expertise. Real Results.”). The look brings energy, precision, and a new kind of trust to the space. And the experience? Elevated, dynamic, and built to grow.