Tone of Voice

Tone of
Voice

YOUR BRAND SHOULD STOP PEOPLE IN THEIR TRACKS.

Our tone of voice is

direct

1

,

bold

2

&

daring

3

We believe in keeping things clear and to the point. We speak in a way that’s easy to understand but leaves a lasting impression, so nothing gets lost in translation.

1

2

3

WHY FIT IN WHEN YOU CAN STAND OUT?

We can be adventurous but not careless.

WE BUILD BOLD BRANDS THAT DEMAND ATTENTION.

We can be confident but not arrogant.

BE THE BRAND THAT GETS REMEMBERED.

We can be daring but not reckless.

Our tone of voice is

direct

1

,

bold

2

&

daring

3

We believe in keeping things clear and to the point. We speak in a way that’s easy to understand but leaves a lasting impression, so nothing gets lost in translation.

1

2

3

WHY FIT IN WHEN YOU CAN STAND OUT?

We can be adventurous but not careless.

WE BUILD BOLD BRANDS THAT DEMAND ATTENTION.

We can be confident but not arrogant.

BE THE BRAND THAT GETS REMEMBERED.

We can be daring but not reckless.

Our tone of voice is

direct

1

,

bold

2

&

daring

3

We believe in keeping things clear and to the point. We speak in a way that’s easy to understand but leaves a lasting impression, so nothing gets lost in translation.

1

2

3

WHY FIT IN WHEN YOU CAN STAND OUT?

We can be adventurous but not careless.

WE BUILD BOLD BRANDS THAT DEMAND ATTENTION.

We can be confident but not arrogant.

BE THE BRAND THAT GETS REMEMBERED.

We can be daring but not reckless.

Our tone of voice is

direct

1

,

bold

2

&

daring

3

We believe in keeping things clear and to the point. We speak in a way that’s easy to understand but leaves a lasting impression, so nothing gets lost in translation.

1

2

3

WHY FIT IN WHEN YOU CAN STAND OUT?

We can be adventurous but not careless.

WE BUILD BOLD BRANDS THAT DEMAND ATTENTION.

We can be confident but not arrogant.

BE THE BRAND THAT GETS REMEMBERED.

We can be daring but not reckless.

Tagline concepts

1

Unapologetic

1

Unapologetic

2

Calculated

2

Calculated

3

Authentic

3

Authentic

4

Tagline 4

4

Tagline 4

Maintaining brand voice

Attributes & Language Guardrails

Adjectives defined, with phrases to use—and to skip.

Direct

Means:

Plain-spoken and concise with a clear point of view.

Doesn't mean:

rude, curt, or slangy.

Use:

“make it clear”, “say it plainly”, “here’s the point”

Avoid:

“no BS”, “super pumped”, filler like “just” / “actually”

Bold

Means:

Decisive language that moves people to act.

Doesn't mean:

hype, shouting, or empty superlatives.

Use:

“ship fast”, “make it obvious”, “choose and move”

Avoid:

“cutting-edge”, “world-class”, “game-changer”

Daring

Means:

Willing to challenge the default with taste and intent.

Doesn't mean:

reckless, edgy for shock, or gimmicky.

Use:

“question the default”, “set a higher bar”, “try what others won’t”

Avoid:

“disrupt”, “the Uber of ___”, “break the rules” (as a trope)

Global Avoid (always off-brand):

“best-in-class”, “innovative” (as filler), “revolutionize”, “we’re obsessed”.