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writing guideline
( brand platform )
overall style
Professional, polished, yet cheeky and memorable. We write like we mean it. We balance credibility with creative spark. Confident, never stiff; fun, never sloppy.
positive example
Trends come and go. Principles stay dressed.
We chase what matters, not what’s flashing.
negative example
We are a multidisciplinary agency committed to providing optimal design services for clients across various industries.
(Too corporate, flat, and forgettable)
Use UK english
We write in British English, not American.
UK example
Optimise
Colour
Centre
Programme
Analyse
Grey
Sceptical
Tyre
Defence
Aeroplane
Cheque
Jewellery
American example
Optimize
Color
Center
Program
Analyze
Gray
Skeptical
Tire
Defense
Airplane
Check
Jewelry
oxford comma
Not required. Use it only when clarity demands it. We’re not anti-comma, just anti-clutter!
when not to use
example
We run workshops for designers, educators and policymakers.
when to use example
We run workshops for designers, educators, and teachers of design.
(Oxford comma helps clarify ‘teachers of design’ isn’t a subset of educators.)
contract your words
Be conversational. Use contractions unless you’re trying to emphasise or be poetic.
positive example
We don’t just make things look good, we make them work.
You can’t solve new problems with old thinking.
negative example
We do not design for design’s sake. We are not interested in superficial solutions.
don’t overuse em dashes
Use sparingly, for pace, drama or emphasis. Keep the Em Dashes at a minimum. Use colons, commas or rewrite if multiple em dashes start to clutter the line.
positive example
Design is the setup – impact is the punchline.
negative example
We had a few ideas – the first was too safe, the second – too loud, the third, just right.
Rules for title case
For main headers, capitalise major words (nouns, pronouns, verbs). For subheading and body text, use sentence case.
title case example
Design that Does the Heavy lifting.
How We Build with People, Not Just for Them.
sentence case example
We believe design should do more than just look good.
words to avoid
These are the type of words you should try to avoid:
Profanity / Vulgar Slang
Not on brand. Cheeky ≠ crude.Overly Salesy Language
We’re here to spark minds, not sell snake oil.Low-effort Meme Language
We love culture but don’t overly rely on it for wit and relevance. These words age like milk.
profanity / vulgar example
Fuck, Suck, Damn, Bitch, Hell, Shit
overly salesy example
Ultimate, killer tips, life-changing, hacks, must read, mind-blowing
meme language example
Skibidi, rizz, this is absolutely sending us, slay queen
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