Let’s be real.
To set the tone and voice for the brand was critical as Ambi must appeal to two key and very different audiences: students (users) and executives (decision makers). Founded and developed by students, and with a brilliant software platform that benefits them in incredible ways, it was important to have a young, colorful tone and voice that makes students know we’re real – but yet remain authoritative.
Working with a key creative partner, we developed the tone and voice from one key persona we created that we felt crossed all audience segments and conveyed the brand essence.