Tone of voice

Oh hello there

Our brand tone of voice is conversational, kind and has a dry sense of humour. We always bring our clients in on the joke. We speak concisely and with clarity, appreciating that less is so often more.

We use a number of literary devices to convey consistency in our written word:

1. A serious and humorous voice

2. Double headings

Horses for courses - varying our tone

We think copy should be both honest and entertaining, someone's got to read all this after all. That said, it’s always more important to be clear than entertaining - so when we write, we have two voices. The first is serious yet kind and the second is our more humorous, fun voice.

Our serious voice deals with the important things, it's straight talking and doesn't overcomplicate things. You'll find this in our proposals and businessey documents. Our second voice pokes fun and tells it how it is, it provides an entertaining commentary to our serious voice. It reminds us to have fun and not to take ourselves too seriously. You'll find it on our website and in our blogs.

Serious voice example: We'll use focus groups to better understand your customers and inform our design decisions

Humorous voice examples: We work with some really smart clients, we think you’d fit in well

The double header

Where possible when writing titles we like to use a double heading because it gives more flexibility to convey fun as well as important supporting information.

We use it in a number of ways, as a subheader for example:

The main title

A supporting subtitle

Or because it's another chance for our humorous voice to appear:

Tone of voice

Oh hello there

You don't necessarily have to put the subtext tone of voice on the second line, but as a general principle, we do try to.

Other helpful rules

  • We don't use metaphors, similes or other figures of speech which you are used to seeing in print. These generally send people to sleep.
  • We use an active voice, not a passive voice.
  • We always use a shorter word over a longer one.
  • If you can say it without a particular word or sentence, cut it.
  • We steer clear of scientific words or jargon if there's an everyday English equivalent.