Nerf Zombies (now Zombie Strike) was one of the first true branding exercises I built for Hasbro. Working with the graphic design team, I wrote the three concepts you can see below. We pitched to our marketing clients together - tone of voice first, then graphic concepts - and discovered something incredible: By having an early conversation with our brand marketing team about verbal identity, we instantly started zeroing in on a tone and lexicon, which made all of our other conversations simpler. The usual churn around graphic direction was gone, because the entire team had a common language. Not only did the tone of voice discussion help us communicate with our consumers - it helped us communicate with each other!
