Writing rules frame our approach to writing to ensure we’re expressing our voice consistently.
We use the active voice
Using the active voice not only makes our writing clearer and easier to understand, it also underlines agency in our pursuit of a better food world. “We did this” vs “this was done to us” is a small, but impactful way to communicate that we own the narrative.
We use contractions
Contractions allow us to sound like ourselves — natural, conversational, and approachable. We’re serious about how we serve our people, but we should never sound serious in our communications.
We use jargon (sparingly) to support big ideas
When used frequently, jargon can come off as alienating and confusing. Because battleface is a customer-first travel insurance experience, leading with the benefit in layman’s terms with jargon supporting said claim not only keeps our brand voice conversational and accessible but also defines complicated concepts. Our copy should elevate our unique brand position while also educating the folks who use our products so they can become well-informed consumers.
Additional reminders
- Use the Oxford comma
- When using an em-dash, put a space on either side
- Our name is always lowercase (battleface, not Battleface)
- No punctuation at the end of a bulleted list item