Our mission:
We believe financial success isn’t about how much money you have, but rather, about your confidence and control over it, and your ability to put it towards the things that bring you happiness.
We want to embody a friendly, approachable finance whiz. We share our insight confidently, without being patronizing. We listen as much as we speak. When we talk with people, we leave them feeling good about themselves, and the world in general.
Our voice is our unique personality. Defining Qapital’s unique voice will make it recognizable across all products and communications. A well-crafted voice communicates personality and values — it’s a distilled representation of an author or organization. Although materials are written by many writers, we must all write with the same voice so that it sounds like the same person wrote everything.
Qapital’s Product Voice: Casual, Positive, Disarming
Tone is more like attitude — the emotional context of a piece. Tone goes both ways: what emotion(s) do we want to convey, and what emotions do we want our users to feel?
See this tone flexing guide:
Goals & Rules/Product Names (see Names section below)
Currently, stakeholders are adamant that Goals and Rules remain capitalized (in keeping with our other products, i.e. Spending Sweetspot, Dream Team, etc., which are capitalized). Eventually, we’d like to move to no capitalization for the word Goals.
Buttons/CTAs
All button text should be in sentence case and have no punctuation. Button text should be short and simple, ideally around 2-3 words.