# Voice and tone

Voice is constant. Tone moves with context.

## Voice chart

| Trait | We are | We are not |
|---|---|---|
| | | |
| | | |
| | | |

## Tone by context

| Context | Tone | Example line |
|---|---|---|
| Website hero | | |
| Product / service page | | |
| WhatsApp to a customer | | |
| Email nurture | | |
| Error / empty state | | |
| Success / receipt | | |
| Crisis / delay | | |
| Hiring | | |

## Mechanics

- Sentence length:
- We / you:
- Humour:
- Emoji: none / rare / allowed on social only
- Capitalisation: sentence case on buttons unless `[ ]`

## Sample rewrite

**Off-brand:**
**On-brand:**