Visual Tone of Voice

Developing two unique image styles for the Thomson and First Choice holiday brands.

We considered each brand’s tone of voice.

We developed personas – what do these people like to do… and how would they behave… we even thought about how they would dress!

We considered different photographic techniques.

And all of this thinking resulted in the confident and distinctive brand images styles now being used for both Thomson and First Choice.

Thomson… Warm, calm, expert and insightful. Cool, stylish and a little restrained. Relaxed and happy people. Softer tones with a more personal and intimate feel.

First Choice… Fun and energetic, yet understanding and nurturing. Bright and cheery with lots of personality. Upbeat people with a sense of energy. Bold colour and interesting angles.

Here's a selection to show the difference.