OUGD503 - Studio brief 02 - Development of objective, tone of voice and message

During the last group meeting we discussed as a group what we wanted to communicate about Parisian youth culture, we all noted down what we learnt from research to later inform the objective, tone of voice and message. As we all set individual roles to go away to undertake, I volunteered to develop the objective, tone of voice and message to add a bit more clarity before we start thinking of ideas. To successfully represent Parisian youth culture we need a clear message which evokes better cultural understanding. Therefore it was my job to analyse the brief more and truly seek out what we want to represent, along with considering the tone of voice.

Objective
Our objective is to represent Parisian youth culture as a spontaneous group of people, who are pushing back against the prehistoric weight of the capital. Our research shows that they don't spend too much time with the 'blah blah' and are a polar opposite of the Parisian we all imagine. A big movement is happening in Paris at the moment, and its down to a multi-cultured culture who are pushing the boundaries of the repetitive traditions. The reality is that there is a new wave of young creatives that are taking over and they don't want to live in the past nor the future, they want to live NOW.  So our objective is simple, to represent a multi-cultured Paris and to make people acknowledge Paris as an upcoming youth culture city which is similar to Berlin, London and Amsterdam.

Tone of voice
The tone of voice is key to see if typography can make a difference and evoke better cultural understanding, the tone of voice will make people think, feel and do. From our research it was abundantly obvious that perceptions of French people are that they are abrupt and complain too much. For our tone of voice we want to step away from that perception and communicate an open and not confronting tone of voice. Paris is home to a number of ethnic groups so having one tone of voice to represent them all is the most important aspect.

Message
In our message we want to create emulation and make people know that Paris is a rich cultural cross road. To be heard and to be diverse is the message to express this specific youth culture.