Our editorial structure begins with the reader’s exact task and keeps each page focused on one clear intent.
Collections should provide meaningful variation without repeating the same idea with minor substitutions.
Relationship, occasion, tone and format should remain consistent throughout the page.
Choosing words becomes easier when you stop looking for an impressive sentence and start looking for the sentence that does the job.…
An example message should help you start, not force you into someone else’s voice. The most useful way to borrow one is…
Tone is how your words feel to another person. The same sentence can come across as affectionate, stiff, playful or insensitive depending…
Relationship is often a stronger guide to wording than the event itself. “Happy birthday” can be a simple greeting to a neighbor,…