Just like you, we have a personality. As a collective of humans, we have a collection of emotional traits and personality attributes. And only the best of course. While we don’t want you to set yours aside completely, make sure it’s aligned with ours when thinking about how you write and design for us.
Empowering
As an extension of our principle to Inspire, we always seek to empower customers. Give them the emotional and professional support they need to unlock hidden potential and tap into the best they have — whether they know it or not yet.
Approachable (Fun, Friendly and Playful)
Imagine you’re having a conversation with your best friend. Imagine that you’re trying to convince them to check out a mind-blowing movie, artist, or product that they just HAVE to try, There, you’ve got it. We are a fun friend as well as a patient, empathetic guide. But we're never over-the-top or silly. Even though we do love to use emojis here and there.
Sophisticated
As thought leaders to the thought leaders at the forefront of innovation, we need to balance playfulness with sophistication. We assume our customers are of the highest intellect, so while we do aim to speak casually as friends, it’s a conversation between hyper-intelligent friends whose humor is a cut above.