Our tone of voice is friendly & fun

We speak to our audience clearly, in a conversational tone (words and visual communication), using small words that everyone understands, which makes our product engaging, fun and accessible.

We are friendly and approachable with a (make you smile) sense of humour and plenty of cultural references/appeal.

We work hard to clarify what we’re trying to say: explain it in words that anyone can understand. Show our brand’s personality. Copy should never sound forced. Lean toward witty, smart, and fresh.

Respect our audience’s intelligence: Connect your writing to human experience on a personal level, even when it’s a business pain point. Be genuine and honest. No need to exaggerate or embellish when facts are impressive on their own. Be able to back up any claims.

Context matters: Consider what’s on our reader’s mind and what they’re actually looking for.

Beware of buzzwords: Avoid industry jargon and clichés, no matter how strong the pull. And always spell out acronyms on first use. And never ever circle back or take things offline.