Ultimate Software | Voice & Tone Workshop Series
A design program offering learning tools for writing better copy
Ultimate Software | Voice & Tone Workshop Series
A design program offering learning tools for writing better copy
Ultimate Software have been making digital products for HR-related teams for over twenty years. In an effort to further mature their product offerings the copy writing team was interested in developing educational workshop programs intended for the wider organization to instil brand focussed copy creation. These workshops have initially targeted user experience teams and product developer personnel in order to bring brand awareness into the product. The focus of the workshop series is to deliver awareness of product identity, brand voice, and the nuance of tone throughout the customer experience.
In order for the program to catch the attention of the organization and leave a lasting impression, I suggested the design of an identity. I was interested in the strategies universities leveraged in developing bespoke identity systems for the various lecture series offered within faculties and how — if done effectively — these design programs could attract and sustain interest from a curious audience. In this instance, Ultimate's audience was focussed on improving their understanding of the content, customer journey through the product, and the overall design program for a lasting impression. The concept that stood out for me was the notion that typography is language materialized. Words are given visual reference through typographic forms, and that concepts are equally lent formal strength through symbology. I was interested in the formal, literal, and figural links created through language, text, and graphic form. From this emanated the form of linked symbols of speech — two speech “bubbles” — intertwined, giving form to the voice of a copy writing strategy (the part that is embedded within the brand identity) and tone (the part that, through subtle nuance, addresses readers at very different points throughout their journey of the product experience).
Creative and UX designers are very different. They operate under very different parameters, and use very different strategies to make new things. The UX community at Ultimate Software were craving more direction for writing content that was on brand and met the newly emerging voice and tone standards. I suggested the design of a voice & tone guidelines manual in order to deliver a thoughtfully planned, strategic, and ordered roadmap for the various teams responsible for delivering content into the product. A key visual element featured throughout the program was the work of illustrator Adela Kang, newly-adopted into the visual language.
In order for the copy writing team to deliver workshop content to the participants, a series of Google slides templates were designed into the program. While Google products deliver anything but creative resources for creative designers, the flexibility and adaptability I had planned into the workshop series design program allowed some degree of creativity into the rigid and straitjacketed online Google slides system. A number of templates allowed workshop facilitators the ability to key in content and provide participants a reference for slide-related materials should they ever be required.
As the Voice & Tone design program was rounding out in its breadth and form, a suggestion that a card game be added to the design was made. The opportunity for a multi-page and multiple-platform design format materialized to better fill out the program and expand upon the design deliverables. The result was a learning tool that allowed participants to more effectively explore key concepts offered throughout the facilitation of the workshop.
In-class posters, guidelines, and informational materials rounded out the design program in both print and digital format for participants to better focus on key learning objectives throughout the workshop.