Human-first
We speak to people, not users. Our language is warm, clear, and free of unnecessary jargon. We prioritize empathy and understanding in every message.
/001VoiceBrand · Writing · Communication
Tone of
Voice
Our voice reflects who we are — a health technology company that puts humans at the center of everything. These guidelines ensure consistency across all written touchpoints, from UI copy to marketing materials.
Writing principles
04 Principles
Foundations of the voice
Foundations of the voice
Confident, not arrogant
We know our craft and share knowledge with authority, but always remain approachable. We guide rather than lecture.
Clear & concise
Every word earns its place. We avoid filler, buzzwords, and overly complex sentences. If it can be said in fewer words, it should be.
Optimistic & empowering
We believe technology can genuinely improve lives. Our tone reflects possibility, progress, and the positive impact of good design in healthcare.
Say this,
not that.
06 Examples
The voice in practice
The voice in practice
Voice
✓
Use active voice and direct language.
Instead of
Use passive voice or vague phrasing.
Action
✓
“Get started with your wellness plan”
Instead of
“A wellness plan can be initiated by the user.”
Address
✓
Address the reader as “you.”
Instead of
Refer to “the user” or “one.”
Rhythm
✓
Keep sentences short and scannable.
Instead of
Write long, complex paragraphs that bury the point in qualifiers and asides.
Inclusion
✓
Write plainly, for everyone.
Instead of
Hide meaning behind clinical jargon.
Direction
✓
Tell people exactly what to do next.
Instead of
Stay vague and leave them guessing.