Infinity - Tone Voice & Manner — Careismatic Brands

Tone Voice & Manner

Our tone of voice defines how we speak and write as a brand. It brings the Infinity personality to life linguistically.

This defines not WHAT we say and every possible subject we may need to talk about – but rather, HOW we say it, and HOW we express it. We have defined linguistic principles and provided some unpacked details for each of them. And there are some example texts to exemplify these various rules.

NOTE: guidance can also be found in the imagery section of these guidelines. Often imagery and adjectives used to guide visuals can also be employed for linguistic copy and tone purposes. It is the same world we are creating, be it visual, aural or copy.

Some Key Words
Words to inspire the right attitude.

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Adjacent Brands for Reference: Lululemon, Nike, On Running

Linguistic and copy principles: We have split these into 4 distinct aspects, listed below.

01 Dynamic — Movement and goals

We are about physicality, movement and inspiring individual poten-tial and personal growth. We exist to create premium products that promote and allow for the physical exertions required of the mod-ern caregiver. Our language reflects this kinetic, physical spirit.

03 Contemporary — Newness; freshness and modern

We communicate in a contemporary, confident manner. We express the innovation, modernity and delight enmeshed within the brand and product. We do not talk down to or pander to our customers. Instead we evoke a feeling of partnership, support and encouragement. We amplify the brand’s premium character and positive attributes in clear and fresh language. We do not speak in an arrogant and self-impor-tant manner, but we do encourage a single-minded and self-possessed approach to life.

WE ARE

CONTEMPORARY AND FRESH
SELF-POSESSED & STRONG
SUPPORTIVE
SINGLE-MINDED
GOAL-ORIENTED
EAGER TO TRANSCEND OUR SITUATION
CONFIDENT

01 Dynamic — Movement and goals

Our language connotes flexibility. Our language is agile. It is never rigid. It drives people forward. It communicates what is next. It is a metaphorical comma, never a period.

Our language uses words of dynamism. We use words and phrases that describe movement, freedom, space and kinetic energy. We compose our paragraphs to have an in-built BPM; a rhythm and cadence that connotes speed, sharpness and agility.

Our language is open and encouraging. Dynamism is about action and zest; enthusiasm and vibrancy. We embrace and encourage personal transformation and transparency. Our language is open and through our copy we imply that we are with the customer all the way. We share our passion for technical innovations and premium design with our customers, who we treat with encouragement and respect, and onto whom we project confidence.

02 Confident — Clear and energetic

Everything we do is done to elevate our dynamic caring profession-als. We know great things can be achieved with energy, clarity and self-confidence. Our language is powerful and clear; dynamic and open-minded.

04 Inspiring — Captivating and empowering

Our tone of voice is dynamic, elevated and empowering, inspiring our customers. We are convincing and engaging. We are no ordinary brand.

Let’s unpack these principles further.

02 Confident — Clear and energetic

We generate energy and clarity. We use sentences that are powerful, energetic and understandable.
These sentences allow us to communicate clearly and confidently about our brand

Our sentences must feel alive. Laid-back and lethargic language will not serve the brand. Our words must convey a spirit of self-confidence, and enthusiasm. Our people are active and this is reflected in our language – we use lively, active sentences wherever possible to connote a sense of doing, acheiving and pushing.

We avoid exaggeration. We are confident and therefore do not need to exaggerate. We should rarely use superlatives. If we need to, we keep it clear and back it up.

We craft the copy with clear structure. We use subheadings and short paragraphs to keep the messaging clear. We do not use flowery, intricate and complicated language.

03 Contemporary — Newness; fresh and modern

We speak in contemporary English. We avoid using outdated, cumbersome or tired phrases and terms. We keep it up-to-date and modern in our choice of language.

We highlight the new. Our messaging leans towards novel features, modern innovations and new features and benefits. Useful and enhanced design details
that complement and supprt a contemporay work-and-lifestyle, are reinforced and celebrated. What's now, what's new, what's next.

We do not use latest "trend" words for the sake of it. Although we are a modern brand, we avoid incorporating every new cultural phrase or word that enters the lexicon, if it is done solely for the purposes of signalling our modernity and relevance. We should rise above using overly youthful trending words, as it can appear desperate and overly keen to 'hang with the kids'. It can also cheapen our stance and poise. Instead we keep our language clear, crisp, and contemporary.

04 Inspiring — Captivating and empowering.

We do not bore. We use compelling phrases and interesting sentence blends. Rub the written imagery together to create a spark. Eg. “New Infinity GNR8 Drops. You rise. Experience dynamism and style. “

We use words to inspire encouragement. we infuse our language with connotations of support, partnership, showing up and reaching goals.

We make it personal. We are here for the customer. We support them. We listen and respond. Like a conversation with a personal trainer, we got you, but we WILL push you. And we know it isnt always easy.

We are about next level, next goals, next shift. Make the language open ended. It does not stop here. This is not the end. There is always tomorrow. Next is next...

Some examples incorporating these rules.

Surplus words are removed. The rhythm is more staccatto, clean and sharp. It feels more contemprary. It provides information, some storied, relatable elements, but keeps it on beat and crisp.

Example copy

Experience Infinity GNR8. A dynamic fusion of style and functionality. Made to elevate your most active days.

Designed with clarity. GNR8 blends performance with comfort; movement with maximum flexibility.

Breathable, ultra-soft fabric adapts to your strides and stretches. You stay cool and comfortable during your most intense moments. Vibrant colors infuse energy into every move, whether you’re pushing your limits on shift or embracing the bike-ride to work.

Infinity harnesses the spirit of movement; the embodiment of dynamism and style.

GNR8. Welcome to your next level.

#GoTheDistance

Here, the tone is much more elegant and serious. It strikes a more inspiring voice whilst still delivering a storied, relatable element via the “from the mat to the shift” line. Its relaxed enough but not too jokey.

Too polite, too many filler words and the rhythm and vibe is off. It is too ordinary and forgettable.

Example copy

Welcome to the new Infinity GNR8 line, a dynamic fusion of style and functionality - which we created specifically to help you in your most stressful days on shift.

We designed it with precision, and GNR8 blends performance and comfort, providing movement with maximum flexibility.

Its breathable, moisture-wicking baby-soft fabric adapts to your every move, ensuring you stay cool and comfortable during your most intense work shifts.

Bright, energetic colors are experienced in every move, whether you’re pushing your limits on shift or tackling the commute to work. Infinity captures the spirit of movement and is the embodiment of dynamism and style.

#GoTheDistance

The tone is too jovial and casual. Its a body of text as a literary exclaimation point. It is not giving the product or the customer the right kind of status. Words like “chill” and illiterative phrases like “ yoga or yawn” subtract poise and stature from the product and brand.