Developing a Brand Identity with a Focus on Tone of Voice
Oak + Shine
For this student project, I was tasked with creating a brand identity for a mid-century modern furniture store. At the core of the brand’s mission is the timelessness of mid-century design—a style that remains relevant and beloved across generations. My goal was to communicate this sense of timelessness through both the visual identity and the brand’s tone of voice.
THE CONCEPT
I named the store Oak + Shine to reflect both the craftsmanship and enduring appeal of mid-century modern furniture. The logo, inspired by the head of a screw seen from above, represents the precision and durability of well-made furniture.
USE OF TONE OF VOICE
To further emphasize the “timeless” theme, I focused on the brand’s tone of voice. Drawing inspiration from iconic films that have become woven into cultural memory, I crafted playful, recognizable taglines that evoke both the durability and charm of mid-century design. Borrowing lines from these classic films, the brand’s messaging communicates both the enduring quality of the furniture and its connection to cultural touchstones. Phrases like “The stuff that dreams are made of” and “I think this is the beginning of a beautiful friendship” inject personality while reinforcing the theme of longevity.
