Prime Chuck Creative | Trulia
Concept, copy, brand, naming. From marcom to advertising, Prime Chuck Creative is a valuable, complementary creative resource for agencies and clients alike.
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Function: Branding – Voice & Tone


About This Project

Trulia, the online real estate portal for buying or renting a home, had begun a rebranding effort with the San Francisco office of London-based DesignStudio. Providing insights into what neighborhood the house was in was a key differentiator for Trulia. The house was important but the neighborhood enabled the lifestyle the buyer was looking for.

Prime Chuck Creative was hired to create a Brand Voice & Tone reference manual for Trulia that supported their “Building a more neighborly world” messaging in a way that was authentic and credible to consumers and easy to consistently execute by current and future employees.

Prime Chuck Creative brought creativity to an often predictable, sometimes vague document. First, we defined the unchangeable voice of the brand, the traits without which Trulia wouldn’t be Trulia. Then we showed how tone can modulate to be appropriate to different situations by referencing different neighbor personalities, ones we all have encountered at some point. It was a very intuitive and engaging way to bring the voice to life. The framework was perfectly aligned with the messaging of their new brand. Best of all, the document and its desktop “cheat sheet” were embraced across departments and seen as unique and useful tools by Trulia management and new hires.