Kelston`s Brand Voice
In this excercise I identified a character that personified the brand to give it a voice. Doing this for case study company Kelston Marketing in Southlake, TX I chose the actress Zendaya identifying the traits that align with the brand. The purpose for doing this is to characterize, humanize and help people better feel more deeply connected to the brand in a way they can visualize it. See the video below:
Transcript (Pulled together from YouTube & Open AI for clarity)
Hello, my name is Robert Warren, and I’m going to be doing a presentation over the brand experience and persona of Kelston Marketing for Full Sail University. I hope you enjoy.
Introduction to Kelston Marketing
Starting off, let’s look into the Kelston Marketing brand. The brand exemplifies qualities of an adventurous, kindhearted traveler who also holds a sense of prestige. It is studious and focused, while maintaining a calm, collected, modern demeanor. The brand is go-getting, Gen Z-focused, organized, simple, and caffeinated.
To best understand the brand, it’s helpful to exemplify these traits through a persona. So, let’s dig into our persona.
The Persona: Zendaya
Zendaya is a very clear choice to reflect the brand. She stands out in her charity efforts, gives off a high-fashion and prestigious vibe, and embodies Gen Z values. She’s perfect to showcase the Kelston brand.
1. Adventurous
Zendaya isn’t afraid to step out of her comfort zone. She takes on challenging roles like Rue Bennett in Euphoria, a character that breaks down stereotypes around anxiety, depression, and addiction. She’s also played adventurous characters like Casey Cooper (a teenage spy), and MJ, Peter Parker’s love interest in Spider-Man: Homecoming.
Kelston’s website reflects this adventurous energy. It features videos of women riding motorcycles, dancing in beautiful buildings, swimming, walking in parks with yoga mats, and making waves with their feet in water. These visuals reflect the adventurous qualities of the brand.
2. Kindheartedness
Zendaya has raised money for causes like Hurricane Sandy relief, AIDS in South Africa, anti-racism, women’s empowerment, and Feeding America. She’s raised funds to bring technology to children and to stop bullying—three times on her birthday alone.
Kelston Creative’s Instagram bio reads, “We’ve made it our business to help yours,” showcasing a kindhearted nature. Many of their posts have inspirational messages like “Take the risk,” “Believe in yourself,” and “Don’t overthink it.” Their visuals show positive body language, comfort, and friendly environments. Their website also says “Good design by good people,” reinforcing this traits.
3. Traveler
Zendaya once said, “Traveling the world is one of the most beautiful things in life.” She’s traveled both for work (e.g., the Swiss Alps) and for fun (e.g., Italy with Tom Holland). Kelston’s brand echoes this traveler identity.
Their Instagram includes beach scenes, ocean views, hotel photos, and various outdoor settings. On their website, you’ll find an image of a hotel door with a sign reading “All good here” and a Boomerang of a woman on a beach with a sunhat—reinforcing the theme of travel.
4. Go-Getting
Zendaya is a multi-industry powerhouse—acting, fashion, activism—and was featured in Ebony Power 100. She publicly spoke out against a magazine for altering her body image, standing for authenticity.
Kelston’s “About Us” section states they have a “rare blend of creativity and business acumen” and “craft strategy that goes beyond aesthetics to build lasting loyalty.” This shows they don’t just follow trends; they seek to create them.
5. Prestige
Zendaya is a global ambassador for luxury brands like Valentino, Louis Vuitton, Bulgari, and sportswear brand On. In 2024, she was even chosen as a Met Gala co-chair.
Kelston reflects this prestige with elegant social media—clean typography, lake views, upscale visuals, and motivational quotes. Their branding feels premium and sophisticated.
6. Modern
Zendaya’s fashion journey began with brands like Macy’s and Old Navy, and evolved into campaigns for Michael Kors, Versace, Tommy Hilfiger, and Dolce & Gabbana. She is both an Emmy-winning actress and high-fashion icon.
Kelston targets not just businesses but entrepreneurs, especially Millennials and Gen Z. This modern take is evident from their visuals and language.
7. Gen Z-Focused
Zendaya is a Gen Z icon with 125 million Instagram followers and a massive presence across social media. She connects with her generation through fashion, acting, and her high-profile relationship with Tom Holland. She also empowers young women through her posts.
Kelston appeals to Gen Z through modern aesthetics, artwork, young models, and a heavy Instagram presence.
8. Studious
Zendaya is studious and loves learning through obsession. She’s spoken about how feeling overlooked drove her to improve and grow.
Kelston mirrors this with imagery of technology—tablets, laptops, and phones—as well as book visuals across their Instagram and Facebook accounts, presenting a studious, thoughtful tone.
9. Focused
Zendaya is extremely focused in her roles. For The Greatest Showman, she built upper body strength. She once told The Tonight Show she underwent intense training, even using tennis as a form of dance to prepare for roles.
Kelston reflects this focus by posting quotes like “You are the greatest brand you will ever work on,” and promoting empowerment and clarity in their messaging.
10. Organized
Zendaya balances acting, modeling, and philanthropy. To manage it all, she must stay organized. Her time management and dedication reflect her professional organization.
Kelston too comes across as organized in its branding and strategy, balancing creative visuals, empowering messages, and consistent brand storytelling.
Kelston`s Brand Story Example
This is an example of storytelling to covey a brands story, and attributes by investigating the problem Kelston solves for the customer. In the future, things such as customer testimonials could also be incorporated. Check it out here:
Kelston`s Brand Strategy
This is a guide to make sure all the elements of the company are aligned with the brand. This digs into the brands components and what the brand stands for. Check it out here:
Social Marketing With Rob 