Tone of voice

Principles

Insightful

Offer a knowing wink of insight and a nod to the often imperfect scenarios moving really brings. Think about how people really uses our services, how we are solving the big and small things within their day, on one of the most stressful days of their lives. Let’s be honest. Let’s keep it real and let's be helpful

Authentic

Our content should feel fun and playful, quippy, punny and present — like chatting with a good friend. Our tone should demonstrate that we're embedded in today's culture, and that we avoid being seen as a try-hard, or are too interested in being perceived as cool

We don’t write zingers, take potshot at our competitors, use tired dad jokes, or wring copy to land a laugh This is how we create and build trust — and in turn, genuine impact

Straightforward

Always aim for maximum clarity, as briefly as possible. Our words must inspire confidence, not cause confusion. We’re direct and straightforward in our communication. We get to the point efficiently, avoiding superfluousness or overly wordy explanations

Each word in a sentence should be considered and should have a job to do — if it’s not working hard, cut it. Always avoid being terse or short, we are efficient, but never cold or impersonal

It’s our job to make moving sound, feel and be as simple as possible - even magical - and our copy should reflect this