Crafting a Design Persona by Meg Dickey-Kurdziolek for A List Apart

Another look at brand design, this time through voice and persona. Many times when crafting or refreshing an identity, we touch on the voice and personality of the copy, but the project is largely visual. Dickey-Kurdziolek outlines a great case study of developing persona and voice for Weather Underground, deciding exactly when to be straightforward, scientific, funny and even apologetic. A great look at developing the communication style of an organization, and launching internally to get everyone on board from the inside out.