Dropbox
strives
to
look,
feel,
and
function
consistently
The same goes for how we speak
The Pillars
Our tone of voice is
simple,
helpful,
human,
&
magic
Example:
Keep it crystal clear. Trim words. Use strong nouns. Craft a story.
Help people take action. Tell them what’s coming, then show them how to get there.
Stay real and relatable. Write the way you talk. Avoid jargon. Remember that actual people will be reading your words.
Charm them with wit. Clever is great. Fresh language is even better. If your writing isn’t surprising you, how can it surprise your reader?
“
Go from idea to done with Dropbox.
”
“
Centralize your content.
Grow your business.
”
“
Get to work,
with a lot less work.
”
“
It’s that simple :)
”