Tone of Voice
We write as we design: honestly and efficiently. Our voice is Scandinavian at heart—direct, functional, and free from unnecessary embellishment.
Core Principles
Clarity over Cleverness
We prioritize understanding. Our language should be accessible to everyone, regardless of their technical background.
Use plain language and direct statements.
Use metaphors or jargon that might confuse the user.
Confident, not Arrogant
We trust our work to speak for itself. We state facts without needing to embellish them with superlatives.
“This framework improves performance by 20%.”
“This is the most revolutionary, world-class framework ever built.”
Warm but Professional
We are human, but we are also efficient. We avoid being robotic, but we also respect the user’s time.
“Please check your connection and try again.”
“Whoops! Looks like the internet gremlins ate your data!”