A grid with pairs of opposing adjectives, including abstract and literal, simple and complex, hard and soft, playful and formal, contemporary and rustic, and rule breaker and responsible. Each pair is separated by a row of circles representing a scale between the two words.

Tone Framer

A one-sheet exercise designed to align your team on the tone of a brand or campaign. Print one sheet for each member of the team. Each person should spend a few minutes thinking about the brand or upcoming campaign and how they’re envisioning the tone. Use the various scales on the sheet to define how the tone should feel. Once everyone has completed their sheets, discuss your answers and reasoning — remember, the answers are less important than the discussion itself.