Voice and tone

How the product speaks: the words in every component.

The five answers

Question	Answer	Why
Which kinds of copy does it need?	Labels, messages and headlines	Headlines carry the campaign.
How many tones does it use?	One per moment	Playful in headlines, plain in errors.
How is the voice defined?	Principles and examples	Principles and examples guide each campaign's writers.
How does it sound?	Playful	Big words, few of them.
Where do the words matter most?	Headlines and buttons	Words work hardest in headlines and buttons.

Tokens

Each token points to another token. Values live only on primitives, below.

Token	Points to
content.action.commit
content.action.cancel
content.action.destroy
content.action.retry
content.action.empty-action

When to use what

Situation	Use	Not	Why
A button label	A short verb that moves: Join, Try, Go	"Learn more"	Big moments need verbs with energy. Example: “Join the drop”
The words of an error	Plain first, a light touch after	A joke before the fix	Playful copy must never hide what went wrong. Example: “That email doesn't look right. Check it and try again.”
A success message	Celebrate, briefly	A long thank-you	A short celebration is remembered. Example: “You're on the list. See you at launch.”
An empty state	Playful, with a clear next step	A dead end	Playful words still need a way forward. Example: “Nothing here yet. Go find something you love.”
A confirmation question	Plain. No jokes when something is lost.	Playful copy	Loss is never the moment for a joke. Example: “Remove this from your list? You can add it back later.”
A first visit	One bold line and one button	A paragraph of copy	Visitors from a social post give a few seconds. Example: “The drop is coming. Be first.”