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First Voice & Tone page laying out six tone principles in two columns, from global awareness to no financial hype.
Summary
The first Voice & Tone page, defining six tone principles across two text columns.
Visual description
"Voice & Tone" is the bold black left label. Two right-hand columns each hold three principles, each a bold subhead with a short paragraph: Global and Culturally Aware, Calm/Confident/Long-Term, and Humor and Wit on the left; Credible and Knowledgeable, Approachable and Human, and No Financial Hype on the right. The No Financial Hype block explicitly bans words like "moon," "100x," "revolutionary," "next-gen," and "disruptive." Black on white, dense but orderly; footer with page 11.
Key takeaway
Pairing each tone principle with a short paragraph, and naming banned words outright, turns voice guidance into something an editor can actually enforce.
Reuse notes
A solid voice-and-tone layout for regulated or trust-sensitive brands. The explicit banned-word list is worth copying for any brand wanting to avoid hype language.
