Author: Valentina Bellantone

Under the lights of Venice, where the lagoon meets the thousand facets of the seventh art, the Venice Film Festival 2024 brings the best films of the year to the red carpet and a parade of sponsors raising the glamour bar. Together with Celebrities, Influencers, and Ambassadors, the brands contribute to building the Festival’s prestigious, dynamic, and innovative image. Thus, the renowned Lido festival also becomes an advertising showcase for brands that know how to align themselves with the values of the Festival, exploiting the transformative and persuasive power of storytelling.

Here are a few examples?

Armani Beauty is to the Venice Film Festival as black is to haute couture: timeless and always perfect. For the seventh consecutive year, the Maison has confirmed its role as the leading beauty sponsor of the oldest film event in the world, accompanying the celebrities from the Beauty Lounge at the Hotel Excelsior to the red carpet. This year, the focus is on the skin: natural and luminous but still flawless.

The gala dinner on 31 August to celebrate the partnership was designed to be a dense experience, played on the concepts of intensity and passion that enveloped the Arsenale in vibrant red, while a luminous sign, ‘What makes your heart beat?’, guests to indulge their verve and dance to the rhythm of their desires. But in this edition, there is more: the brand’s involvement goes beyond make-up, acquiring greater authority thanks to the institution of the ‘Armani Beauty Spectator Award, Horizons Extra‘, dedicated to celebrating new talents and film trends capable of standing out for creativity.

Lexus takes the path of avant-garde and visionary design. For the eighth consecutive year, it has been the official car of the Venice International Film Festival, with which it shares a declaration of intent: to push the boundaries of the possible and redefine the concept of elegance. The 35 technological jewels that parade through the Venetian calli and on the red carpet build a striking image, positioning themselves irrevocably in the frame of the film festival as indispensable aesthetic attributes on the stage, perfect for conveying the concepts of prestige and innovation.

Finally, every Festival has the touch of a supernova sponsor from Made in Italy or Campari Red. This year, the brand has designed an unrepeatable night at the Lido’s Nicelli Airport, creating a proper ‘cocktail of emotions’ around three key words: intrigue, elegance, and passion. The copy is seductive and uses metaphors that transport guests into a daring yet refined world, aligning with the brand’s values. And that’s not all: Campari has constructed an immersive event, recreating a red-tinted film set to be experienced as an experiential journey. The ‘Negroni’ terminal and the ‘Americano’ terminal welcomed guests on an exclusive journey to Campari’s ‘Destination Red’, complete with themed check-in.

In short, the 81st edition of the Venice Film Festival proved once again to be a feast not only for the eyes but also for the creative and strategic soul of marketing: an opportunity for the brands involved to show off their directorial skills and shape scenes, slogans, and red carpet suggestions.

Because in Venice, the limelight never really goes out. And stories, the right ones, can make the difference between a fleeting whisper and a memorable plot.

To find out more about Galore Studio and get more details on our approach, write to hello@galore.studio

Words and sports actions can inspire and motivate, pushing one to dream big in a heartfelt and competitive dimension. Think of the image of an afternoon at the stadium amidst the loud chants of the alert fans and the typical adrenalin-filled silence in the final seconds of a decisive moment.

Verbal expressions can reinforce scenes like these, turning the sporting act into a memorable moment to be shared and remembered.

An example is the commentary: not a simple report but a communicative tool based on an emotional climax. The commentator’s words in the moments before the penalty kick or the finish line project us into the action with all our senses, create suspense, slow down time and make us feel the weight of every breath.

In sports, words emphasise emotions, aspirations, and a sense of belonging. Some legendary slogans demonstrate this because they express brand values and inspire a healthy approach to action and thought.

Here are a few examples?

1. Nike – “Just Do It”: an invitation to do, a declaration of independence from the blocks of habit. The motto of the everyday warrior.
2. Adidas – “Impossible Is Nothing” is the mantra for those who know no limits and never give up. It is a celebration of resilience and inner strength.
3. Under Armour – “I Will”: a bold statement of will, a commitment to concreteness extended to every existential aspect.

In short, the right words can elevate the sporting experience, creating a visceral link between action on the field and the outside world. Through powerful and inspiring expressions, brands define their values and transform them into a collective narrative that inspires and stimulates challenges, achievements, dreams and passions. A fire that, from the playing field, can reach every sphere of everyday life.

To find out more about Galore Studio and get more details about our approach, write to hello@galore.studio

Among the fundamental branding tools, the style guide plays a crucial role as it strategically defines the stylistic directions needed to maintain the recognisability and consistency of the brand identity across all communication channels.

Structuring this ‘guide-material’ in detail allows not only to outline how the brand speaks, but also how it wants to be perceived, building a dominant and identifying image and generating long-term value.

But what are the main steps to develop efficient brand guidelines for defining the ToV (Tone of Voice) of a brand?

The first step of the journey is to understand the essence of the brand. What is its purpose and why does it exist? (Mission ) Where does it want to go? What are its long-term goals? (Vision ) What are its fundamental principles and what does it stand for? (Values).

Thenext step is to get to know the target audience, first by dividing the market into segments based on demographic, psychographic and behavioural data, then by outlining personas, i.e. detailed profiles of ideal customers, considering needs, desires, shortcomings and preferred communication styles.

Then, it is crucial to make your voice heard, choosing a distinctive and memorable tonal nuance. Imagine you are in a room full of people interacting: some will use formal or sophisticated language, others will indulge in laughter, between snide and sarcastic statements, others will speak quickly and concisely, and still others will speak with pathos and emotional expressions. Similarly, brands need to communicate in a unique way to be remembered and the ToV determines how they present themselves and interact with their audience through written and spoken communication. Tone, at this point, is not only about the words you choose, but also about ‘how you say them’, and at the same time is a reflection of the brand’s key traits, capable of generating a clear and uniform overall image. In order to ensure consistency and authenticity, it will be essential to include in the style guide the adjectives that describe the tone adopted, while defining the keywords that the brand will use regularly, as well as those to be avoided.

In addition, a complete style guide will include sections on visual identity, i.e. on

1. Logo and usage: specifies all logo variants and the contexts in which they are to be used.
2. Institutional colours: indicates the official brand colours and their correct application.
3. Fonts and declinations: lists the approved fonts and provides detailed guidelines for their appropriate use.
4. Moodboard : uses images and colours that represent the mood or atmosphere of the brand.
   
   

At GALORE STUDIO, we firmly believe in the power of a well-structured style guide as the foundation on which we build not only the identity, but also the charisma of the brand. We invest time and energy in clearly defining how each brand speaks and presents itself to the world and to ensure that every possible interaction with the target audience reflects its core values and purpose. For us, a style guide is a dynamic tool that grows and evolves with the brand itself, without ever distorting it; it is the promise of consistency and authenticity in every communication, ultimately revealing who you are and why you matter.

To find out more about Galore Studio and get more details about our approach, write to hello@galore.studio

If the story is told well, a video will pierce the screen. Words are powerful tools for visualisation because they can amplify the effectiveness of the message and add a new layer of meaning to images, opening up new emotional vistas from simple sequences.  

How to do this?

1. There is no script without a concept

An in-depth study of the video concept is the first step. What makes the product or service I am promoting unique? What are the values and essence of the brand? The concept is the backbone of the content and allows you to outline a clear and targeted textual strategy that orients each word towards a precise goal: to trigger a system of connections with the audience.

1. Start with a strong hook

It can be a problem to solve, an emotion to evoke, or a vivid and powerful ‘image’. Your hook should grab attention from the very first seconds of the video while being original and impactful. Ask yourself from the very first line: “What is the focus of my message?”

1. Harness the power of storytelling

Stories are like a thread that wraps around the experience and lifts it to make it memorable. Giving voice to stories means structuring a storytelling that the audience can identify with. A well-crafted narrative is not just a means to sell but a bridge that connects the brand with consumers’ emotions and aspirations.

1. Maintain a consistent and recognisable tone of voice

The tone of your script should reflect your brand’s personality. Whether playful, serious, emotional or informative, you need to ensure consistency from the first to the last second to nurture brand recognition and identity.

1. Refine your script and call to action

Writing is rewriting. Once you have completed your script, reread, edit and refine it. Ask for feedback and run A/B tests to see which version aligns with your target audience. And don’t forget to guide your audience to the next move: a solid and clear Call To Action is a must.

When words and images are embraced in a skilful narrative weave, the user experience will be seen and heard and deeply felt.

Likes, comments, shares, stories, reels, carousels—in the dense social media feeds, it is not only the visual dimension that speaks. However preponderant this is, as always, words, if carefully studied and chosen, become magnets for engagement, acting as connection tools to nurture an active and passionate community.

As we know, each social network has its peculiarities: Instagram prefers a more relaxed tone, with short captioning that condenses the story of the visual content in a precise but impactful manner. LinkedIn has a more professional character, so the content is primarily informative and in-depth. On TikTok, the tone must be fresh and, above all, authentic, in tune with current storytelling trends.

But what are the main steps to create functional copy for social media?

Followers insight

First of all, who are your followers? What do they love? What annoys them? What do they expect? Knowing users’ traits and tendencies in depth allows you to create ad-hoc content tailored to the great personality of the community.

Keep it simple

In a dimension where immediacy is vital, simplicity is power. Therefore, the message should be short and precise, direct, and without frills or be noticeable.

Human touch

Showing the value and human side of the brand generates interaction and long-term connection. The secret is to share impactful, accurate content that plays on the emotional dimension to inspire, engage, and make the audience feel part of something special.

Happy ending

Every post must have a clear and explicit objective. Is it necessary to share, click on a link, or leave a like? The answer must be clearly stated. A well-thought-out CTA can make the difference between a seen post and one that generates interaction.

And upstream, what is there?

Like any copywriting project, the key to fine-tuning an intelligent and relevant message is to design, first and foremost, a content marketing strategy. An excellent editorial plan (PED) is crucial for defining objectives, choosing key topics and headings, planning content, maintaining consistency, and ensuring a consistent, quality presence. From here, the next step is to draw up a calendar, defining in advance what to publish and when to take advantage of events and trends of the moment. Then, the analysis tools will monitor the performance of the posts, allowing you to understand what works and what does not so you can adapt your strategy accordingly.

In short, empathetic language, brevity and identification with the community – guided by a strategic structure – constitute the perfect formula for reaching followers. So let’s make our goals our own, realise the synergy between images and words, and remember that the key on social is always less is more!

Like an architect, the copywriter shapes the creative idea through a meticulous process that combines planning and SEO strategies to improve search engine rankings, increasing the chances of interaction and conversion.
Here are some best practices for writing authoritative, impactful, valuable content.
– SEO-friendly approach
Search for keywords that integrate into the text fluidly and naturally, avoiding keyword stuffing and exaggeration. Write engaging Meta-Titles and Meta-Descriptions. The former must capture attention, and the latter must entice clicks. Including anchor text in the text is essential: clickable link text that refers to authoritative sources or other pages on your site boosts authoritativeness and navigability. The title, H1, H2, H3 tags, etc. should be created to rationalise the text into neat sections.
– Research and self-brainstorming
Write down all ideas without filtering them. Even the most eccentric ones can make room within the article or feed other inspirations in the process. Then, move on to scouting, i.e., looking for beneficial information and checking its reliability.
– Defining the Tone of Voice
One of the most recurrent and delicate activities of those who work with writing. Defining the ToV requires studying the brand, analysing the target audience and thinking about the objectives. Do you want to inform? It would help if you communicated in a clear, concise and educational manner. Do you want to entertain? You will need to create fresh but impactful storytelling.
– Stick to the agenda
It is essential to prioritise information to avoid getting lost in a jumble of words and ideas. Putting down an outline is the best way to give concreteness to the content and its structure, which consists of a Title, Introduction, and subdivision of the text into paragraphs through Heading Tags. Sketching a few lines for each of these components means having an excellent outline to keep the focus on the main topics and not stray.
– Adding visual and multimedia elements
Supplementing text with images, infographics, videos, and GIFs is essential to making content more user-friendly, dynamic, and engaging. Visual elements are not only eye-catching but also help explain complex concepts better.
– There is no ending without CTAs
After guiding the reader through the content, taking them to the next step is essential. Whether delving deeper into the topic, signing up for the newsletter, or sharing the article on social media, a well-formulated CTA invites the reader to interact.
It’s not over…
– One last re-reading to correct typos and improve the fluidity of the text.
If you would like to update your site with pleasant-to-read and SEO-friendly texts, write to hello@galore.studio, and we will be happy to explain our approach.

In an omnichannel dimension, where the buying experience is as visceral as it is functional, Product Descriptions, Newsletters, and DEMs are tools that use brand personality and storytelling to establish meaningful relationships with users.

Product descriptions, far from being mere ‘data sheets’, are powerful tools when they tell the story of each product’s unique features, reiterate the brand’s aesthetic and value, and allow potential customers to envision the product in their everyday lives. A compelling description should have a distinct personality that not only sells but also engages and intrigues, always anticipating the needs and desires of the audience. 

Within this ecosystem, email marketing is the glue of all strategies focused on acquiring and retaining customers. It is a fixed appointment that, if well structured with an effective combination of copy, graphics, and creative concept, can establish a rituality and nurture the connection between the brand and the user with personality. 

Why is it good to use these tools together?

They create a coherent narrative that reinforces the brand personality. When, for example, we read a product description and receive an email that picks up and deepens that narrative, the perception of the brand’s solidity and reliability is amplified. 

They stimulate interest and action. Product descriptions provide the necessary information; email marketing is a reminder that stimulates interest. Emails must include CTAs that land customers on e-commerce, and product descriptions do the rest of the work, turning engagement into purchase.

They reinforce brand storytelling. Writing about a product is also an opportunity to tell the brand’s heritage, values or mission. DEMs and newsletters can expand this narrative, providing context and insights or playing with stories and suggestions to make the product – and, therefore, the brand – more desirable.

When we write, we at Galore Studio follow the recipe for the perfect omnichannel strategy to the letter. Still, we always remember that the compelling buying journey must always have an emotional and experiential dimension. As Seth Godin said, ‘People don’t buy products and services; they buy relationships, stories, and magic.’

To stand out, be remembered, and be chosen in a world crowded with stimuli and information, it is crucial to focus on several fronts, but the first ground on which to establish one’s presence is verbal identity.

Verbal identity can be regarded as the conceptual DNA of a brand. It is the complex web of words, styles and themes that characterise its linguistic expression. In addition to defining vocabulary and sentence structure, verbal identity embraces the very essence of the message: personality, values and specific position in the communication landscape. 

When the brand fine-tunes its verbal identity, it is essentially deciding which words to use and which to leave out.

One example among many? Consider the case of Google. Its communication is characterised by clear, simple and authoritative language. Words such as ‘accessibility’, ‘innovation’ and ‘transparency’ convey an image of trustworthiness and openness, which is fundamental for a brand that sees itself as an indispensable reference and driver of the digital age.

At the other end of the communication spectrum, we find the tone of voice, which embodies the inspiring emotion and attitude that permeates the message. It is the emotional nuance that lends specific depth to spoken or written words. While verbal identity defines what to say, tone of voice determines how to say it. While verbal identity builds the conceptual structure and meaning to be conveyed, tone of voice works on modulation: it adds colour and suggestion to the message, turning a simple sequence of words into an inspiring and memorable experience.

Together, Verbal Identity and Tone of Voice are essential tools for brand positioning and work on the uniqueness dimension to achieve a greater share of visibility in the market, freeing the brand from the label of ‘abstract and impersonal entity’. On the other hand, only the study and development of a unique, human and powerful voice allows one to be understood, heard, recognised and finally remembered, instilling confidence in your brand communication strategies.

Selling but connecting: this is the formula of winning copywriting, which not only succeeds in its intent to lead the user to perform a specific action but also builds a deep emotional bond with the brand, making the audience feel truly involved.

First, there is the study of the target audience, a crucial step that involves deeply understanding the public’s needs and desires, thereby making them feel valued and understood. 

Then—essential—the construction of the tone of voice: the objective is only achieved with a coherent and recognisable voice that embodies the brand’s essence, values, and mission—a sort of certificate of uniqueness. 

Underpinning this architecture is undoubtedly the power of storytelling. The copywriter can more easily catalyse the reader’s attention and add inspirational value to a simple shopping experience through memorable stories charged with emotion and meaning.

Today, the art of words faces a further challenge: adapting to the changing digital landscape. 

New technologies, artificial intelligence, machine learning tools, and changing preferences and consumer habits require language professionals to undergo a real skin change.

In this changing context, the copywriter can – or must – travel through change and adapt to new logical patterns by grasping their constructive profile. 

The opportunities for the copywriter and the client are many, but the compass is always the same in this journey: keep the focus on the uniqueness of the message and stand out for the human value of professionalism.

Embracing innovation does not mean scaling back the power of the creative act. Technology provides the tools, but the communication experience is elevated through culture, strategic approach, and authentic human sensitivity. Only the living, reasoned, and constructed word can give substance, form, and voice to our shared needs. 

Grand hotels, starred restaurants, and glamping provide the backdrop for tales of style and beauty. When places of travel and fashion icons meet, the possibilities of capturing the essence of luxury and exclusivity multiply.

Underlying this is a subtle link involving a desire for experimentation and discovery. Both dimensions are dedicated to the search for unprecedented trajectories, original influences, and new perspectives that can enrich cultural and aesthetic baggage.

The examples of communication between these two worlds are endless: think of the 2019 Dior ‘Cruise Collection’ advertising campaign, which presented the collection in a luxurious resort in Morocco, with desert landscapes and Moorish architecture as a backdrop. And what about Burberry’s iconic ‘Heritage Trench Coat’ , which in 2015 starred in a dinner at the three Michelin-starred restaurant Alain Ducasse at The Dorchester in London?

In 2023, on the other hand, Dolce & Gabbana’s ‘Alta Moda’ campaign played on the concept of Italian authenticity by transporting us to the rustic setting of the Trulli of Alberobello, while in the same year, Valentino launched its new ‘Escape’ collection that invites us to escape and rediscover the beauty of elsewhere, between nature and distant cultures, presenting the capsule collection in the Palazzo Alvino hotel on the Amalfi Coast, and then continuing the journey between the sumptuousness of the Atlantis The Royal Hotel in Dubai and the picturesque shores of the Hamptons.

At the heart of this captivating blend of worlds lies a profound truth: it promises an eternal voyage, urging us to embrace the new, to discover the allure of the exotic, to celebrate diversity and the world in all its forms. And all this, in the name of the most authentic luxury: a profound appreciation for the highest forms of beauty.