06 — Brand voice
Brand voice
How Cyon sounds: direct, considered, a touch dry. We avoid jargon and we avoid superlatives. If a sentence would survive being said out loud at a kitchen table, it's working.
How we sound
- Direct
- Considered
- Dry-witted
- Plainspoken
- Confident without flourish
In practice
Do
Say 'We rebuilt the system.'
Don't
Say 'We architected a transformative re-engineering.'
Do
Lead with the verb, not the adjective.
Don't
Stack three modifiers before the noun arrives.
Do
Cut a sentence if it earns nothing.
Don't
Pad to hit a word count.
Sample sentences
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We help brands sound like themselves.
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A guideline site, built once, deployed in an hour.
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Systems beat one-offs — but only the systems that designers actually want to use.