Style tiles & tone of voice
In September 2014, Punchkick took a hard look at how it presented itself: a brand positioning and voice exercise, starting from interviews, that everything after it, the sales deck included, would be built on. Its designers drew three directions for how the agency could look. I wrote how each would sound: a short manifesto, and the same three lines of its existing copy rewritten in that voice. This is that presentation, the copy set large and each direction taking over the page as it scrolls by.
- Interviews
- Iterate
- Style tiles & tone of voice
- Deck outline
- Deck design
Discovery
What the interviews asked for
Why are we here?
- Succinct, clear way to tell our story
- Evoke excitement and emotion; create a memory
- Re-define the “why”
Audience needs to know
- Who we are
- What we do
- What it’s like to work with us
- Why they’d want to work with us
- How we’d be different
Measuring success
- Lead to quality first calls, followed by a second meeting
- Align the way we talk about Punchkick
- Deck is passed around a large organization
- A “send it home to show mom” moment
We love
- Apple
- R/GA
- IDEO
- Virgin
- Droga5
- Kickstarter
- Teehan + Lax
- VSA
- Nike
- Dior
- Vogue Magazine
- Salesforce
- AKQA
- Crispin Porter
- Widen Kennedy
- Ikea
- Uber & Instacart
- Zappos
If Punchkick were a…
- Design Within Reach
- Herman Miller
- Armani Casa
- Eames
- Sealy Posturepedic
- West Elm
- Mercedes
- BMW
- Tesla
- Audi
- Rolls Royce
- Muji
- Jack Spade
- Maven
- Dior
- Louis Vuitton
- J. Crew
- Nordstrom
- Levis
- Tokyo
- Austin/Nashville
- Chicago
- Lake Tahoe
- Seattle
- Spring
- Fall
- Summer
- Craig
- Connery
- Moore
Humanist concept 1
We inject the human into the technology. Great products aren’t built by robots—they come from talented people, communities of engineers and designers who make sense of the technology and mould the digital into the essential. Technique isn’t what defines you—it’s passion. It’s enthusiasm. It’s loving the work so much that all hesitation falls away, and all that remains is the unchecked desire to build. To build something great. To make something new, something that connects people, that inspires people, that speaks not to code but to conscience. Because we know that technology is only valuable when it helps people. Technology is only as valuable as the feeling it inspires, the emotion it relays, and the relationship it connects.
- Friendly
- Passionate
- Authentic
- Creative
- Empathetic
- Rigid grid structure
- Warm color palette
- Din, Museo Sans, Custom Hand Lettering
- Mix of sharp and soft focus, color photography
- Simple, approachable shapes
- Flat infographic design with 45º shadow
Tone of voice
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Before Punchkick is a full-service innovation and technology agency that creates industry-leading digital products.
After Punchkick is a tribe of designers, engineers, and strategists who help leading brands share their story through technology.
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Before Our track record of success includes working with more than a dozen Fortune 100 clients.
After More than a dozen Fortune 100 brands have embraced Punchkick’s ability to create intuitive, inspiring mobile products.
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Before We build mobile brands.
After We humanize technology.
Couture concept 2
We express vision through technology. We breathe life into code and transform the stark and unfeeling into the tactile and useful. We’re artisans of the digital frontier, and pixels are our canvas. True artisans know that great design is in the details, that great designers consider every component and leave no hem unhewn. Because the unnoticed details are the true expression of quality, the invisible flourishes do the most to represent your vision. They make the difference between the mediocre and the extraordinary, the timely and the timeless. They elevate the programmer to the artisan, and the product to the essential. No pixel is too minor, no improvement too subtle, because the impression of quality can’t be bought—it can only be earned.
DestroyCreate
- Precision
- Impeccable
- Sophisticated
- Fashion Forward
- Classic
- Rigid grid structure
- Restricted color palette
- Din, Adobe Garamond Pro
- Mix of sharp and soft focus
- Shapes and pattern inspired by fashion
- Flat, elegant infographic design
Tone of voice
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Before Punchkick is a full-service innovation and technology agency that creates industry-leading digital products.
After Punchkick is a design and innovation agency that helps leading brands express their vision through consumer technology.
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Before Our track record of success includes working with more than a dozen Fortune 100 clients.
After Punchkick has driven design innovation for more than a dozen Fortune-level clients.
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Before We build mobile brands.
After Technology at the intersection of art and science.
Pioneer concept 3
We want to build incredible things. We want to explore the furthest edges of technology—and push further. We are only bound by the limits of our curiosity. We take on projects because we’re excited at the challenge, because we know that a room full of geniuses can solve anything. Our generation is part of a larger narrative—our ancestors have conquered the oceans and brought home moon rocks. We endeavor to know that which remains—ourselves. The way people communicate, the way they search and learn and connect. We want to make sense of the unknown, and map the virgin territory at the edge of what’s possible in technology. So bring us your toughest problems. Ask us your toughest questions. We welcome the challenge.
- Expert
- Technology
- Driven
- Perceptive
- Future
- Rigid grid
- Warm color palette
- Din, Graphik, Adelle
- Sharp focus photography masked in shapes
- Pattern inspiration pulled from scientific diagrams
- Flat infographic design
- Incorporate outlines to reference blueprints
Tone of voice
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Before Punchkick is a full-service innovation and technology agency that creates pioneering digital products.
After The curious technology fanatics at Punchkick design bleeding-edge mobile solutions for forward-thinking brands.
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Before Our track record of success includes working with more than a dozen Fortune 100 clients.
After We’ve helped more than a dozen Fortune-level brands propel their mobile experiences into the future.
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Before We build mobile brands.
After We accelerate the future.