Voice and tone

Playful and short. Big words, few of them.

Principles

• Headlines are short and bold. Three to six words.
• Verbs that move: Join, Try, Go.
• Playful in headlines, plain in errors.

Words

• Use: Join, Drop, Go, Love
• Avoid: Synergy, Leverage, Kindly

Tone for each moment

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.”