[01]
[02]
personality & tone of voice
( brand platform )
Empathetic
We understand that there are nuances with our products, clients and our users.
We write with care and with love, knowing that our each of our words carry weight, impact and the potential to equally to do good or cause harm.
Humanise the words, talk about people rather than their actions – “Our Artist’s Works” or “Our Works to Inspire” rather than “Design Project Case Studies” or “Case Studies that Inspire”.
we don't say
It’s not that hard if you just follow directions.
we say
We know the design can be overwhelming, let’s take it step by step.
instead of saying
Don’t take it personally, it’s just design.
try saying
This might hit close to home, and that’s the point.
energetic
We are always so excited to share what we’ve been up to, what our artists and engineers conjured up and put forth into the world!
Our words should reflect that passion. To hold our words and our works with pride – boldly, intentionally, and unapologetically you.
we don't say
There’s not much we can change, but here’s a thought.
we say
Ready to challenge the norm? So are we.
instead of saying
Let’s take a look at the findings.
try saying
Let’s jump straight into the findings.
CHeeky
No beautiful rose is without thorns. We love to be cheeky and sarcastic, to step on the line but never across it. See how much you can poke the bear before it wakes!
Keep things professional and within reason but do not be afraid to be controversial and outside of the norm. Use your words to catch the attention of the reader, hook them in catchy titles and keep them reeled with meaty paragraphs.
we don't say
This is just our opinion as a design studio, your opinions may differ.
we say
We said what we said (but you can argue with us nicely!)
instead of saying
This trend is completely useless and a waste of time.
try saying
No shade – but some trends need to retire already.
respectful
Respect is a two-way street. We show the same respect to others as we demand for ourselves as a brand.
We speak with intentional and grace, treating our readers, collaborators, and our clients the way we’d want to be treated; with care and clarity. Our tone is civil, our copy grounded. We never punch down.
we don't say
Honestly, it’s not even worth debating.
we say
It’s a tough question, and a worthwhile one.
instead of saying
This approach is outdated and wrong, its not the method you should be using to achieve the insights that you need.
try saying
Let’s engage this thoughtfully, and break it down.
purposeful
We don’t mince words or beat around the bush. We want to be on the attack with active words and actionable messaging.
We write it like we mean it. Every sentence should carry weight and direction. Keep the fluff and jargon to an absolute minimum.
we don't say
We are familiar with this topic and this may or may not be the way it should be done. But this is something that we have invested time in and today, we would like to take…
we say
As a topic we are familiar with, we would like to discuss that this is the way it should be done.
instead of saying
Salvador Dali is an artist who practiced and learned how to paint in his particular style. He was also a very creative person, and that made him somebody who was able to dream…
try saying
Salvador Dali was a man who had the vision and skill to put his dreams into painting.
friendly
Think: a cosy studio glowing with warm light, or the feeling of a sun hitting your back on a slow afternoon. That’s us, in ton. We’re curious, conversational, and never condescending. We may ask tough questions, but we always invite people in, not push them out.
we say
Hi there! Welcome to our corner of the design world.
we don't say
Welcome. This document outlines our findings.
try saying
We love this topic, and we hope you will too!
instead of saying
You may find the following information helpful.
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