Personality describes the human characteristics of our brand. We express these through our voice, our visuals, and our values. Use the personality traits as a guide for embodying the brand.
battleface is
OPTIMISTIC, but not starry-eyed
CONVERSATIONAL, but not cavalier
PROFESSIONAL, but not stiff
REALISTIC, but not scary
EFFORTLESS, but not careless
CURIOS, but not meandering
MAGICAL, but not whimsical
Voice
Voice describes how we communicate — in conversation and in writing. While our voice is consistent, our tone changes based on context. The voice guidelines should be used to consistently reflect our brand personality, but tone is discretionary and should be regularly reevaluated from lessons learned about how well certain communications worked.
battleface is like a well-seasoned traveler who’s seen it all and believes in the power of wanderlust. Our language is positive, but not unrealistic. Our copy reads as sincere and professional, without being cavalier or scary.
battleface isn’t an immature friend or overbearing parental figure. We’re the person who always seems to have already figured it out, no matter the circumstance.
We know that the world is wide, filled with opportunities for adventure, but that should never be confused for aloof, starry-eyed statements that dismiss the realities of travel.
Messaging
We have important things to say, so we organize our messages to tell coherent stories that readers can follow easily.
Messaging can be structured by topic according to specific value propositions, by audience like direct to consumer versus partners, or by message type like header versus detailed explanation.
Components
Headers: Short, conversational, and to the point, our headers express the essence of a benefit without getting bogged down in jargon.
Subheads: More detailed and expressive, our subheads reflect appropriate industry language to connect the benefits of battleface with the more general benefits of purchasing travel insurance — and helps to convey quickly that battleface and travel insurance are synonymous.
Callouts: Straightforward and to the point, our callouts elevate data points, statistics and key elements of our value propositions.