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Cream slide setting out the firm's voice as clear, confident, and engaging, with a bold sans headline over four columns of labeled guidance and rewrite examples.
Summary
The voice page: "How we communicate" headline over four columns defining the tone as Clear, Confident, and Engaging, each with short rules and before/after rewrites.
Visual description
Cream background, header "1.6 / Our voice / Verbal identity". The bold sans headline "How we communicate" runs across the upper band. Below, the page divides into four columns of small sans text: an intro column on the left, then "Clear", "Confident", and "Engaging" columns, each with a bold label and a stack of short guidance entries separated by thin hairline rules. Several entries show rewrites using arrow notation ("in order to to utilize use", "could will"). The structure is dense but evenly gridded. Lower-left navigation rail with "Our voice" arrowed; footer rule below.
Key takeaway
Splitting a voice into three named qualities, each its own column of bite-sized rules divided by hairlines, makes an abstract tone concrete and scannable. The arrow rewrite notation (wordy plain) teaches by example in the least space possible.
Reuse notes
A strong template for tone-of-voice or writing-style pages with multiple principles. The hairline-separated entry stack keeps many short rules legible without bullets. The arrow before/after device is reusable anywhere you correct copy. Needs a wide format to hold four columns; on narrower layouts, stack the principles instead.
From this deck: How we communicate voice principles
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