Brand Persona

Overview

Caitlin is a mystery to most, she prefers to keep to herself as opposed to be the centre of attention. Caitlin is rather spontaneous and comes off as intelligent, witty, and sarcastic when she emerges from her shell. Though she withholds her personal beliefs and ideals, she does not fear showing them when she feels comfortable doing so. Caitlin, when she wants to be, can be outspoken and assertive, though most of the time she prefers to sit and ponder in deep thought about ideas and concepts she is currently formulating.

If necessary, Caitlin likes to take control, especially when there is creative direction involved. She enjoys discussing topics of interest, especially involving creativity, where she can freely express her ideas with excitement and enthusiasm.

Brand Traits

Insightful but not judgemental

Sarcastic but not crude

Mysterious but not creepy

Spontaneous but not random

Humble but not simplistic

Focused but not narrow-minded

Personality Map

Voice

Some may wonder if Caitlin has a voice at all, or if she is merely an insane mute that only makes awkward noises at the confusion of an attempt of actual human interaction. The truth is that the voice of Caitlin is soft and humble, yet also witty and sarcastic at times, and no, she is not a mute. She can speak just fine. Caitlin never tells a white lie, she says everything exactly how she sees it: with uttermost honesty. She only says something when she feels it needs to be said, making sure to be straight to the point as she has little patience for drawn-out explanations. She is somewhat brief, yet if she is driven by a topic, she can go on for hours and explain everything about it in intricate detail.

Considering the fact that Caitlin is a human, not a Vulcan or an android, she speaks casually 90% of the time, using contractions such as “don’t” “won’t” and “you’re” as opposed to “you are”, and so on. Yet if she feels it necessary, can be eloquently spoken depending on the environment and the situation.

COPY EXAMPLES:

Greetings to user: “Welcome to my portfolio site.”

Success: “Yay, you did it.”

Error: “Oops. Guess something went wrong.”

General message: “Uh, I have no idea what to write right now…”

Critical Error: “Servers are down. I know, I know, it’s frustrating for us too. Have no fear---we will have them back up as soon as possible. “

Marketing Copy: “Welcome to the Art of Caitlin Bateson. I do all sorts of things, from graphic design to illustration and conceptual art. Please view my portfolio and thanks for stopping by.”

Visual Lexicon

Colour

Colour palette will be made of earthy tones to represent Caitlin’s down-to-earth and mellow personality. She is not a very bright and happy person, but is not so dark and unfriendly that she is unapproachable (at least she hopes not).

The colour palate will consist of olive green and a deep browns or blacks, maybe highlights of white, orange or a pale turquoise-- a pop of colour to show that she is friendly and welcoming and not too evil.

Possible colour schemes:

     

     

     

Typography

Typography will have to be sans serif, as Caitlin prefers the edginess and modernism of a sans serif typeface. Font family of choice is preferably Gotham or century gothic

(Top: Gotham. Bottom: Century Gothic)

General Style notes

Clean, minimalistic, casual earthy tones, with illustrative imagery and spontaneous pops of colour

Very orderly and logical website, nothing too over-the-top. She wants to stand out, but not be obnoxious about it.

Must show illustrative works on the first page when visiting the website

Portfolio art page must be focused on the artwork, not the website. Simplistic, supportive, but not tuxedo-fashion. Upper-casual is a must.

Engagement Methods

SURPRISE & DELIGHT:
Greetings to followers on Facebook, Twitter, and Tumblr or other blog website. Update each week with something new. holiday greetings, birthday greetings, etc.
ANTICIPATION: 
Monthly Contests, someone may win a print of an art piece, updates showing current work and works in progress
REWARDS:
Free prints and contest rewards including prints and apparel and free giveaways after finishing campaigns