Pairoo wanted an elegant look and an honest personality, one that conveys the friendliness of their dating service.
When we begin a new project we ask our clients to help us write a description of their brand’s personality. We encourage them to “Think of your brand as a person. That person can be real, alive today or a historical figure. You could also choose a fictional character from a book or a film.”
Pairoo chose actors Ben Affleck and Anne Hathoway, who to them represented ‘cool,’ ‘contemporary,’ ‘elegant‘ and ‘stylish.’ These were attributes that Pairoo wanted for their brand.
We ask our clients about the parts of a personality which appeal to them and how those traits might relate to the values they want to convey. Then we decide on six traits that best describe their brand, balanced by traits they’d like to avoid. For example:
- ‘Fun,’ but not ‘silly’
- ‘Sensible,’ but not ‘boring’
- ‘Serious,’ but not ‘stuffy’
- ‘Professional,’ but not ‘corporate’
- ‘Friendly,’ but not ‘over familiar’
- ‘Contemporary,’ but not ‘trendy’
These discussions help us to understand how our clients imagine the look of their brand looks and how its tone of voice sounds when it talks to customers.
We spend time finding photographs that we feel represent the spirit of what our clients are hoping to achieve. From these images we create several palettes of colours and tones.
Pairoo’s choice of personality traits — ‘honest,’ ‘elegant,’ ‘fresh,’ ‘friendly,’ ‘thoughtful’ and ‘natural’ — inspired our choice of photographs and in turn the colour palettes we created.