Tonelab
A brand tone and voice system — a growing archive that organizes how brands communicate through their language, messaging, and identity.
2,200+ brands across 20+ sectors. Each brand entry includes tagline, tone words, messaging approach, brand colors, logo, downloadable brand assets, guidelines, and additional resources.
Tonelab Live
The full experience — search brands, filter by sector, switch between views, and explore individual brand breakdowns.
What's Inside Each Brand
- Industry & sector classification
- Tagline & tone words
- Brand concept & core tension
- Brand mission & messaging approach
- Tagline word count & language style
- Statement, question, or command format
- Logo & brand colors
- Downloadable brand assets
- Brand guidelines (if publicly available)
- Additional resources — marketing, strategies, identity, articles
Where It Started
Tonelab started as an idea I needed to get out of my head. I began collecting brand taglines and tone notes in Notion — organizing them into cards and tables to see patterns across industries. That early version became the foundation for everything the app is today.
Early Version — Notion
Early Version — Notion
Early Version — Notion Table
Early Version — Notion TableFrom there I rebuilt everything from scratch as a full web application — with proper search, filtering, multiple view modes, individual brand detail pages, and downloadable assets.
The Story
I was looking into taglines for a friend's business, just collecting examples from different brands and seeing how they write and communicate. Every time I found a tagline I liked, I'd try writing a variation that matched the tone he was going for.
I started organizing them by industry. Healthcare brands tend to write more directly than tech brands. Fintech brands use more reassuring language than traditional banks. Every time I found another brand, I'd note these distinctions.
What started as 20 brands became 50, then 100, then 300 on Notion. Eventually I rebuilt the whole thing as a full web app — now it holds over 2,200 brands across 20+ sectors, with search, filters, multiple view modes, and detailed brand breakdowns.
FindBrandVoice
Built on top of Tonelab's 2,000+ brand archive. FindBrandVoice takes all that brand data — taglines, tone words, messaging styles — and uses it to generate custom taglines for your brand through a guided wizard.
You enter your brand name, pick your industry, select tone words, choose brands you admire as inspiration, and pick a tagline style. The app feeds all of that — including the real taglines from the brands you selected — into Claude to generate 5 tailored taglines narrowed down to your choices and style.