Voice and Tone

Writing

We approach content creation by considering Icalia’s personality and values. In this section, we define the characteristics of our voice and tone, illustrating how they apply to Icalia Labs.

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Voice and Tone

Icalia's voice sounds like your trusted technology advisor: guides people through trust, authority and passion every step of the way.

Fresh

Our internal tone promotes technological fresh thinking, openness to new ideas, and a willingness to challenge the status quo. We value innovation and creativity.

Inspiring

We aim to inspire one another by sharing success stories, insights, and knowledge. Our tone should uplift and motivate our audience.

Ambitious

Our internal tone reflects our ambition to set and achieve high goals. We aim for excellence and to continuously push our boundaries.

Professional

Our commitment to professionalism ensures that our clients and partners have confidence in our capabilities, ethics, and the quality of our services.

Human

We take pride in our genuine, empathetic interactions, building personal connections with our clients, team members, and the wider community.

Verbal System

How we communicate?

We maintain a distinctive voice that is both fresh and inspiring.

We use language that resonates with our audience and conveys our innovative spirit.

Our communication aims to inspire and motivate, fostering a sense of possibility and excitement while maintaining professionalism

Our goal is to foster meaningful connections and engage our audience in authentic conversations, avoiding any hint of pushiness or artificial enthusiasm. We prioritize substance over hype, aiming to build trust and credibility with our audience through our thoughtful and informative communication.

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How we not communicate?

In our brand communication, we steer clear of overly commercial language. We avoid bombarding our audience with exclamation marks, as we believe that the strength of our message should shine through its substance, not excessive punctuation. Instead, we maintain a more conversational, assertive and genuine tone, focusing on providing value, insights, and solutions.

Do and Don'ts

🚫 Don't use overly commercial language.

Example

Using overly commercial words such as: high-quality, best, guarantee, high-level, latest tech.

🚫Don’t list many implications in a one sentence.

Example

"As a nearshore software development company with 10+ years of proven experience, Icalia Labs brings together deep industry expertise and the latest tech to help you deliver solutions that thrive in today's marketplace.”

✅ Use simple, inspiring and straightforward language.

Example

“We are leading the way toward unlocking innovation for the future.”.

🚫 Don't make it always about us

Example

"As a nearshore software development company with 10+ years of proven experience, Icalia Labs brings together deep industry expertise and the latest tech. Download our slide deck to learn more about Icalia Labs.”

✅ Focus on the customer

Example

“Explore our creative services, which allows us to solve challenges for your organization and others, regardless of size, industry vertical, or product category. Let’s connect to discuss your challenge and how we can help.”

Writing about Icalia Labs

The writing Language employs a combination of third-person and first-person plural perspectives. This blend creates a professional and inclusive tone, emphasizing both Icalia’s expertise and the collaborative partnership with our clients.

Third-person is used to describe Icalia Labs and its approach.

✅ Do

Example

“Icalia Labs’s client relationships almost always become long-term partnerships”.

🚫 Don't refer to the Company as a separate persona throughout a whole message

Example

“Icalia Labs will resolve…”.

First-person plural is utilized to convey the collaborative nature of the services offered.

✅ Do talk as "we"

Example

“We will resolve”, “We design”, “We are leading the way into innovation”

🚫 Don't refer to members of the company in the plural form of first-person possessive pronouns:

Example

“Our skillful designers…”, “Built on the Quality Work our Teams Deliver”.

Stylization

We follow AP style, with any exceptions noted in the Icalia Labs editorial style guide. For spelling, use the first entry for a word in Merriam-Webster unless otherwise noted.

Capitalization

Sentence case is the default capitalization style for most Icalia Labs' copy. Use sentence case for headlines, subheads, body copy and links

🚫Don’t use title case or periods for headlines

Example

"Icalia Labs is Leading the Way with High-Quality Execution.”

Color

Keep Headlines and subheads in one color shade

🚫Don’t use more than one color

Example

Developing The Future

Title and lowercase

Use title case for proper nouns, including the Icalia Labs name itself, names of services or processes and organizational departments in headlines. We always lowercase icalialabs.com unless it is used to start a sentence, which we kindly suggest you avoid.

✅ Do

Example

Product Launchpad, User Story Mapping, Innovation Workshop

Spelling

For spelling, use the first entry for a word in Merriam-Webster unless otherwise noted.

Master list of commonly troublesome words

Human

We take pride in our genuine, empathetic interactions, building personal connections with our clients, team members, and the wider community.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.