A Concept Project
BRAND TAGLINES
Brand voice consistency is marketing gospel. This concept project helped me explore how tonal flexibility can cut through market noise while amplifying brand memorability.
Thin enough to feel everything, except anxiety.
Concept: I tried balancing Durex's signature cheeky tone with a clear product benefit. It addresses both physical sensation and emotional reassurance, turning a potential concern into a selling point.
The future has arrived. Drive it.
Concept: If you think Tesla, you think of the future of automotive innovation. I added the imperative “Drive it” as a call-to-action that's both literal and metaphorical.
Series Business.
Concept: Netflix's commitment to quality storytelling is their core business strategy. Unlike other streaming platforms, Netflix approaches series creation and curation with corporate-level dedication.
Weather or Not. Ship Happens.
Concept: I never shy away from a good pun, so it made perfect sense to highlight the reliability aspect no matter the forecast. The wordplay acknowledges shipping challenges while promising delivery regardless of conditions.
Always Goes Down Smooth.
Concept: I never shy away from a good pun, so it made perfect sense to highlight the reliability aspect no matter the forecast. The wordplay acknowledges shipping challenges while promising delivery regardless of conditions.
It becomes obvious that brands don't need to choose between consistency and cleverness. They need to master the art of strategic wit that makes familiar benefits feel freshly compelling.