We are humans, talking to other humans. We use short and simple words, normal everyday language, no jargon, robot speak or technobabble. We are the opposite of a bank or an institution.
Our language is often lively and descriptive, with a touch of humor and glamour, in order to make the content more interesting and memorable. You can have fun with it!
At the same time, our tone is also informative and helpful, as we seek to educate our partners.