Brand Guidelines
Tone of Voice
Zirtue's Tone of Voice Guide provides a set of core elements to define consistent, high-quality writing across all touchpoints. It should serve as an umbrella that informs and unites style guides across our cross-functional departments.
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Foundations
Audience-first communication.
Straightforward and easy to understand.
A recognizable voice through consistency.
We are humble. We acknowledge when we fail, admit it, embrace it, and grow from it.
Core principles
Direct: Straightforward, matter-of-fact. No poetry, just transparency.
Heartfelt: Focus on the people and solutions over problems.
Bold: Be strong, specific, and daring. Grab the attention, and speak with confidence.
How do I apply our principles to my work?
Personality comes across best in the details. The volume of each trait should be contextual to the audience and situation. Here are some questions you can ask yourself during your process to assess whether or not you’re leveraging our personality traits well:
What is the emotional state of the user when encountering your solution during their journey?
How might our personality traits help enhance a moment of celebration?
How might our personality traits help diffuse a moment of frustration or pain?
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