Tone of voice

What we sound like

We simplify complex processes, and our tone should reflect that. We’re clear, friendly, respectful and always to the point.

Ask yourself “What would a helpful human say?”

✍️ Writing tips

• ✅ Use first-person
  e.g. We’ll check and get back to you shortly.

• ✅ Use simple words
  e.g. Start instead of initiate.

• ✅ Use active voice
  e.g. You can view your order details here.

• ✅ Avoid buzzwords
  e.g. "next-gen," "leverage," "synergies"

• ✅ Respect the user’s intelligence
  Never patronise, blame, or assume the user has done something wrong.

Principles to guide you

Global-first

✅ Use: Clear, international English
🚫 Avoid: Slang, idioms, or regional sayings (e.g. “hit the ground running”, “no worries”)

We speak to a global audience. That means no local jargon or cultural references that may confuse or exclude.

Warm, not witty

✅ Be: Light-hearted only when appropriate
🚫 Don’t: Try to be funny, sarcastic, or ironic

Humour doesn’t always translate well. We aim to be warm, not witty.

Matter-of-fact, but friendly

✅ Keep it: Concise, conversational, and informative
🚫 Avoid: Formal or overly dry language

We say what’s needed. No fluff, no waffle. A clear, calm tone builds trust.

Tone cheatsheet

Our tone is:

• ✅ Clear and succinct
• ✅ Friendly and respectful
• ✅ Professional, but not formal
• ✅ Conversational and human
• ✅ Enthusiastic (when appropriate)

Our tone is not:

• ❌ Stiff or overly formal
• ❌ Irreverent, sarcastic, or jokey
• ❌ Condescending or blaming
• ❌ Buzzwordy or try-hard

Adjusting for context

Tone can be dialed up or down depending on the message:

Situation	Tone Guide	Notes
Error messages / issues	Calm, clear, helpful	Never make light of the situation. The user is likely frustrated.
Everyday UI / support copy	Friendly, human, direct	Think helpful coworker, not a chatbot or script.
Product updates / marketing	Confident, clear, lightly enthusiastic	Be excited about the value, not just the feature.
Help docs / onboarding	Clear, respectful, patient	Assume curiosity, not ignorance. Avoid blaming language.