Who we are
Friendly, simple, inspiring
Our tone of voice provides a set of primary elements to define quality writing across all touchpoints, as well as supporting elements to convey the best of our brand personality to the audience.
What does it take to be friendly, simple, inspiring?
Be inspiring and bold, not crap filled and insensitive.
It’s our job to give hope! This is a no-sob-story-zone. We bring levity, light and positivity wherever possible. We share our knowledge and we put stakes in the ground when we feel strongly.
Be Friendly not silly
It’s our job to give hope! This is a no-sob-story-zone. We bring levity, light and positivity wherever possible.We share our knowledge and we put stakes in the ground when we feel strongly.
Be down-to-earth, not flippant
We are a team of humans (not robots or woodland creatures). is facet of our voice helps us stay humble. It keeps us from using jargon or making lo y, poetic statements so that everyone feels included.
What does it take to be friendly, simple, inspiring?
Be inspiring and bold, not crap filled and insensitive.
It’s our job to give hope! This is a no-sob-story-zone. We bring levity, light and positivity wherever possible. We share our knowledge and we put stakes in the ground when we feel strongly.
Be Friendly not silly
It’s our job to give hope! This is a no-sob-story-zone. We bring levity, light and positivity wherever possible.We share our knowledge and we put stakes in the ground when we feel strongly.
Be down-to-earth, not flippant
We are a team of humans (not robots or woodland creatures). is facet of our voice helps us stay humble. It keeps us from using jargon or making lo y, poetic statements so that everyone feels included.
What we say
With every piece of content we create, we aim to balance play with proficiency , simplicity with inspiration.
There are many different types of content where our voice might show up: websites, blog posts, media quotes, social media, advertising.
What we say
With every piece of content we create, we aim to balance play with proficiency , simplicity with inspiration.
There are many different types of content where our voice might show up: websites, blog posts, media quotes, social media, advertising.
How we say it
Human, welcoming, confident
Our voice stays the same, but we adjust our tone to suit the context. Just like how you speak slightly different at a job interview compared to a dinner party.
How we say it
Human, welcoming, confident
Our voice stays the same, but we adjust our tone to suit the context. Just like how you speak slightly different at a job interview compared to a dinner party.
Making the rules
Capitalization
You’ll notice there are a few rules around capitalization. Our brand’s name is always lower case. Our primary headlines are always caputalized. Subheadlines are always sentence case with a period.
Punctuation
We mean what we say but we are friendly, we use headlines without full stops. They engage with an open, warmer proposition.
Making the rules
Plural first person
We are a team of people, and we speak as such. Plural first person gives content a conversational feel. We don't like third person. DO: We’re creative couple. We create emotional connections through design Let s take a look at how the process works DON’T: creative couple creates emotional connections through design. The creative couple Blog shoes users how the process works.
Second person
We can also use second person to speak directly to the reader and draw them in. at’s you! Hello! DO: You can check the Blog to learn for more Your clients will fall in love with the product design DON’T: Users check the blog to learn more. Clients fall in love with the product design.
Making the rules
Active voice
We prefer active voice. In active voice, the subject performs the action. In passive voice, the subject has an action done to it. DO: Our team made a new logo We use modeling and feedback to enhance performance. DON’T: A new logo was made by our team Modeling and feedback will be used to enhance performance.
Contractions
Contractions help our tone of voice feel conversational and down to earth, rather than stitled or formal. DO: Let’s take a look at how this works. at’s why We use modeling and feedback to enhance performance. DON’T: Let us take a look at how this works. at is why we use modeling and feedback to enhance performance.
Breaking the rules
Emoji
Emoji isn’t a core part of our brand — but we use it to play on the idea of common language. Used thoughtfully, they give our content a little extra something special. Think of them as accessories, rather than the outfit. DO: Use emoji to emphasize an important word, like elephant . DON’T : Use emoji to replace a word.
Word stretching
Woooow, our English verbal identity can mimic speech patterns, too! Use your intuition here. Is the word expressing an emotion? Go for it! Just remember to stretch out the vowels, not the consonants. DO: Helloooo! Oooooh! Mooore fun! DON’T : Hellllllo! Ohhhh! Mmmmore fun!
Making the rules
Capitalization
You’ll notice there are a few rules around capitalization. Our brand’s name is always lower case. Our primary headlines are always caputalized. Subheadlines are always sentence case with a period.
Punctuation
We mean what we say but we are friendly, we use headlines without full stops. They engage with an open, warmer proposition.
Plural first person
We are a team of people, and we speak as such. Plural first person gives content a conversational feel. We don't like third person. DO: We’re creative couple. We create emotional connections through design Let s take a look at how the process works DON’T: creative couple creates emotional connections through design. The creative couple Blog shoes users how the process works.
Second person
We can also use second person to speak directly to the reader and draw them in. at’s you! Hello! DO: You can check the Blog to learn for more Your clients will fall in love with the product design DON’T: Users check the blog to learn more. Clients fall in love with the product design.
Active voice
We prefer active voice. In active voice, the subject performs the action. In passive voice, the subject has an action done to it. DO: Our team made a new logo We use modeling and feedback to enhance performance. DON’T: A new logo was made by our team Modeling and feedback will be used to enhance performance.
Contractions
Contractions help our tone of voice feel conversational and down to earth, rather than stitled or formal. DO: Let’s take a look at how this works. at’s why We use modeling and feedback to enhance performance. DON’T: Let us take a look at how this works. at is why we use modeling and feedback to enhance performance.
Breaking the rules
Emoji
Emoji isn’t a core part of our brand — but we use it to play on the idea of common language. Used thoughtfully, they give our content a little extra something special. Think of them as accessories, rather than the outfit. DO: Use emoji to emphasize an important word, like elephant . DON’T : Use emoji to replace a word.
Word stretching
Woooow, our English verbal identity can mimic speech patterns, too! Use your intuition here. Is the word expressing an emotion? Go for it! Just remember to stretch out the vowels, not the consonants. DO: Helloooo! Oooooh! Mooore fun! DON’T : Hellllllo! Ohhhh! Mmmmore fun!
Quick editing tips
Turn passive voice into active voice:
You do that like this.
Make negative statements positive:
This is how you do that...
Choose clear words:
This is how you do that...
Confirm all homonyms and homophones:
there/their/they’re, it’s/its, your/you’re, principle/principal, compliment/complement, affect/effect, weather/whether, to/too/two, lie/lay.
Did you repeat yourself:
Repetition is sometimes effective. Sometimes. Use it wisely.
Check prepositions:
Look out for common mistakes: more than versus over, less as opposed to fewer, and further rather than farther.
Read everything aloud:
It’s the best way to catch typos and mistakes.
Quick editing tips
Turn passive voice into active voice:
You do that like this.
Make negative statements positive:
This is how you do that...
Choose clear words:
This is how you do that...
Confirm all homonyms and homophones:
there/their/they’re, it’s/its, your/you’re, principle/principal, compliment/complement, affect/effect, weather/whether, to/too/two, lie/lay.
Did you repeat yourself:
Repetition is sometimes effective. Sometimes. Use it wisely.
Check prepositions:
Look out for common mistakes: more than versus over, less as opposed to fewer, and further rather than farther.
Read everything aloud:
It’s the best way to catch typos and mistakes.
