Tone of Voice | Brand Identity | Website Design | Illustrations
Choice Voting
Choice Voting approached us to create a brand for his existing online voting business. His vision is to become the ‘go-to’ place for all online voting.
Project Scope
Tone of Voice. Brand identity. Website design wire frames. Illustration
The Brief
Jason Hawkins from Choice Voting approached us to create a brand for his existing online voting business. His vision is to become the ‘go-to’ place for all online voting.
Choice Voting was born to solve a problem. Over 20 years ago, the founders were involved in an election with tens of thousands of potential voters – but only 800 voted. The reason? The paper ballots were simply too much hassle. They decided to create a digital platform that made voting easier for everyone. To give everyone a voice.
The existing site was built to solve this problem but it is very much an ‘IT’ solution rather than a go-to brand. We set about trying to change this.
The Brand Identity
Jason had worked with a brand strategist before coming to us which was really useful for the business and for us to understand the positioning, who the Choice Voting audience is and how we we plan to communicate with them. We approached Richard Spencer and his talented team of writers at ‘A Thousand Monkeys’ to define the tone of voice before using this to brainstorm a concept for the brand messaging.
The creative writers came up with the concept of ‘effortless elections’ to differentiate the brand from its competitors and created a USP. We discussed the difference between simple and simplistic, the software is actually really complex but the process for customers is really simple, effortless.
We created the logo and visual language drawing attention to the ‘i’ in Choice and joining it to the ‘i’ in Voting to create an exclamation mark highlighting the idea of ‘giving everyone a voice’.
We worked with the words to come up with visuals to sum up effortless, clouds, bubbles, a lightweight feel in illustrations and a fresh and clean colour palette to create the ‘feeling’ of the brand.
The Digital Application
We designed the website around the ‘user journey’, working out the initial look and feel of the design and working with the writers so we had words to design to. We created wire frames in Adobe XD and supplied the page design files, the illustrations and icons to Jason and his in-house team of website developers. The build is still on-going but you can see the designs illustrated here.
