07
Tone of voice
We sound like people who know exactly what they’re doing
Direct. Purposeful. No excess. Without unnecessary words
If something is complex, we simplify it
If something is simple, we don’t overcomplicate it
We respect the reader’s time
Brand voice
Our messages are clear from the first read
No fluff. No complexity. No unnecessary self-promotion
The goal of every text is to do its job — explain, guide, and help users move forward. We remove anything that doesn’t serve this purpose and keep only meaningful, actionable information
We don’t write to impress — we write to deliver clear message
We don’t brag, but we are confident
We take our work seriously, and we don’t need to prove it in every paragraph
We sound human, not corporate
No marketing jargon like “synergies” or “innovative solutions” — only clear language that’s easy for everyone to understand
We sound subtly smart
We work with complex things and always find a way to explain them in a simple way
Direct, but always respectful
We communicate honestly and directly, while making sure the tone remains calm, clear, and considerate of the reader
Tone variation
Our language may adapt to context and specific situations, but our brand voice remains consistent
We don’t change how we speak — we simply adapt our tone. Sometimes we are more direct and to the point, other times calmer and more detailed
What never changes is clarity: our communication stays clear and guides users through EMCD toward action
Product / Website
Keep it clear and structured. Every word should help the user move forward
Marketing
Bring more energy. Be bold and creative, but keep it sharp and free of fluff
Documentation / Guides
Stay calm and to the point. Explain it like you would to a colleague
Social media
A more personal approach. Less formal but still easily recognized as EMCD
Writing principles
Our brand guidelines help us maintain clarity and consistency in every context. They define the foundation we rely on, regardless of format, task, or channel
If in doubt, refer back to them
Talk less
If it doesn’t add meaning, remove it
Write like a human
Write it like you’d say it out loud. Then refine it
Be specific
Not “improving metrics,” but “increasing conversion”
What to avoid
- Our mission
- Long, overloaded sentences
- Passive voice
- Corporate clichés
