Creating an identity for Fantastic, yes
As a new contender on the international mobile game developer scene, Fantastic, yes needed a complete setup of their Tone of Voice for their website. I did everything from boilerplate and tagline to every piece of text on their site. I also worked with their art director for the visual setup of the site.
Creating a game developer's personality
With the style and atmosphere of their game already established, Fantastic, yes wanted me to create something that made them stand out while keeping with the tone of the game. To me, that meant bye-bye corporate copy and a deep dive into some of the most character-driven Tone of Voice work I've ever tried.
Creating synergy between the game and the brand
Fantastic, yes' first game is called Returner 77, and is a sci-fi puzzle game that relies on deep mystery to drive the story forward. I incorporated the mystery in the Tone of Voice, by adding 'what if...'-based question across their website, and talking to the reader directly in a tone that lightly mimics the game's.
Using grammatical quirks to create a style
Throughout the website you'll find a string of small oddities that are designed to give the tone a more human character. These oddities a created around a set of rules I made for the purpose, and to support the choice of fonts used on the site. For instance, there is no upper case used in headers. Or the fact that we snuck in the 'comma-yes' construction here and there. Every bit of it is there to lend personality to the tone.
Conversational tone and the use of direct speech in web copy
The idea came from video games, where information is often shared as a direct conversation between the game and the player. I wanted a similar effect on the website, creating texts that spoke to you almost as if you were already in the game. The aim was to create a sense of anticipation to go with the already established mystery.
