TONE OF VOICE: GIVING A TECH CO. SOME PERSONALITY
JUSTIN LIHarbour.Space is a university created by entrepreneurs for entrepreneurs. We focus on meeting the demands of the future, while traditional education providers are too often stuck in the past.
We’re one of the only European institutions completely dedicated to technology, design and entrepreneurship, and our interdisciplinary courses are taught by some of today’s leading professionals. Our aim is not only to equip students with the knowledge to take on the real world, but to nurture, create and shape tomorrow’s tech superstars.
Combinatorics and graph theory lay at the heart of discrete mathematics and computer science. In the course, we begin with a brief review of the fundamentals of combinatorics---counting, permutations, binomial coefficients, and the pigeonhole principle---and then devote most of the course to the fundamentals of graph theory. We cover the most common definitions and ideas of graph theory, proving important theorems and introducing important algorithms, but mostly aiming to simply establish the common language of discrete mathematics and computer science.
Justin is a creative director and writer based in Amsterdam. He was previously a Creative Lead at Google Creative Lab in London working across product and development. Among the few projects he's helped create: NSynth Super, a musical instrument that uses machine learning to generate new sounds; Project Bloks, a physical coding platform that teaches kids how to code; and Project Jacquard, an interactive woven textile.
Sometimes he teaches writing workshops at General Assembly, advises startups at WeWork Labs, and writes for Monocle magazine. These days, he works with his wife on a range of brand strategy and creative projects at Hello Astro.
-How to create a brand’s tone of voice
-How to apply it to different digital platforms
-How to adapt a tone of voice for different audiences
SKILLS:
- Advertising
- Creative Direction
- Creative Strategy
- Interactive Advertising
- Digital Strategy
- Copywriting
ABOUT JUSTIN
HARBOUR.SPACE WHAT YOU WILL LEARN
DATE: 27 Jan - 14 Feb, 2020
DURATION: 3 Weeks
LECTURES: 3 Hours per day
LANGUAGE: English
LOCATION: Barcelona, Harbour.Space Campus
COURSE TYPE: Offline
HARBOUR.SPACE UNIVERSITY
RESERVE MY SPOT
DATE: Jan 27 – Feb 14, 2020
DURATION: 3 Weeks
LECTURES: 3 Hours per day
LANGUAGE: English
LOCATION: Barcelona, Harbour.Space Campus
COURSE TYPE: Offline
All rights reserved. 2018
COURSE OUTLINESession 1
INTRODUCTION
Overview of what a brand’s tone of voice is, and why it’s important.
Session 4
CREATING RULES
Create a set of guidelines that make it easy for others to understand how to apply your brand’s tone of voice.
Session 3
DEFINING THE TONE OF VOICE
Define your brand’s tone of voice by deciding why your brand exists, who will use it, and why.
Session 2
START A COMPANY
Come up with an idea for a startup that you’ll use for the rest of the course. If you can’t come up with an idea, one will be assigned to you.
PRESS PLAY: LAUNCH FILMS FOR STARTUPS
BIBLIOGRAPHYThe best tech companies today don't just need to have a great product, they need to have a great brand to match. A brand is much more than just the way it looks - the way a brand communicates with people is just as important. A brand’s tone of voice gives a tech company a personality. It builds trust, it creates relationships, and it makes people feel good about the brand. Airbnb pushes us to explore new parts of the world, FitBit encourages us to adopt a healthier lifestyle. The Cash App wants to make it easy for us to send money to friends. These messages and the way they’re communicated are felt everywhere—from their websites, to their product, to their advertising campaigns. In this course, you’ll learn why having a tone of voice is important, how to create one, and how to apply it everywhere.
The best tech companies today don't just need to have a great product, they need to have a great brand to match. A brand is much more than just the way it looks - the way a brand communicates with people is just as important. A brand’s tone of voice gives a tech company a personality. It builds trust, it creates relationships, and it makes people feel good about the brand. Airbnb pushes us to explore new parts of the world, FitBit encourages us to adopt a healthier lifestyle. The Cash App wants to make it easy for us to send money to friends. These messages and the way they’re communicated are felt everywhere—from their websites, to their product, to their advertising campaigns. In this course, you’ll learn why having a tone of voice is important, how to create one, and how to apply it everywhere.
