Brand voice

Our voice is clear, human, and direct. It empowers readers to spot what matters, act with confidence, and feel valued every step of the way.

Plain language is not just a legal checkbox: it is a discipline. By pairing clear wording with smart structure and intuitive design, we ensure our audience can quickly find, grasp, and apply the information they need.¹ We use this approach to respect the audience’s time, boost accessibility, and streamline translation.

Principles#

Move work forward: drive the message toward action. Clearly name the tradeoffs, risks, or next steps that require attention. Choose active verbs over passive description.

Speak directly to the audience: share complex ideas simply. Write like a capable person talking to a peer.

Tell the truth plainly: be specific, honest, and balanced. Skip the hype, avoid evasive language, and never claim certainty without facts to back it up.

Make room for collaboration: assume good intent, invite input, and keep tone respectful. Clarity never relies on condescension.

Tactics#

• Lead with the main point
• Use we, you, and together to reflect real partnership
• Frame stories so readers see their vital role in them
• Spell out acronyms and technical terms whenever the reader might be new to them
• Use active voice to highlight ownership
• Use short, bold sentences to build confidence
• Skip charged or divisive phrasing unless it is necessary and accurate
• Keep humour warm, sharp, and lightweight
• Cut filler words that add fluff without adding value

Watch for#

Quick test#

Before publishing, ask:

• Would a real human say this out loud?
• Does this empower the reader to act or decide?
• Is anything exaggerated, concealed, or fluffed up?
• Does this sound authentically like us, even without the logo attached?