Giving Technology a Personality with Justin Li, Creative Director


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The best tech companies today don't just need to have a great product, they need to have a great brand to match. A brand is much more than just the way it looks - the way a brand communicates with people is just as important.
A brand’s tone of voice gives a tech company a personality. It builds trust, it creates relationships, and it makes people feel good about the brand. Airbnb pushes us to explore new parts of the world, FitBit encourages us to adopt a healthier lifestyle. The Cash App wants to make it easy for us to send money to friends.
These messages and the way they are communicated are felt everywhere — from their websites, to their product, to their advertising campaigns.
In this talk, Creative Director Justin Li will break down what goes into the modern, brand tone of voice.
- How to simplify technology for people so that they understand your product
- Learn to write the way people speak - communicate your brand in a way that is intuitive for others
- How to show your writing to outsiders and generate a positive brand image
ABOUT JUSTIN
Justin is a Canadian creative director and writer based in Amsterdam. He was formerly a Creative Lead at the Google Creative Lab in London, working across product marketing and development. These days, he works with small and large tech companies through Hello Astro, a brand strategy and communications consultancy. Some of their clients include Google, Burberry, Apple, Nike, and others.

Giving Technology a Personality with Justin Li, Creative Director