Tone of Voice (ToV)
Introduction
CDA (Collective Design Agency) is not just a design shop; we are a vision-driven, human-centered agency that empowers brands to shape their future by crafting purposeful stories and systems that adapt to a changing world.
Our Tone of Voice (TOV) encapsulates who we are: strategic yet human, forward-thinking yet grounded in empathy. It ensures every conversation—internally and externally—reflects our core values, resonates with our partners, and unifies the way we communicate.
Our Tone of Voice (TOV) must reflect both our strategic thinking and our human approach, blending warmth and clarity with an underlying sense of ambition and innovation.
Why Tone of Voice matters
Differentiation:
A consistent TOV clarifies how CDA stands out from generic design or marketing agencies.
Trust & Credibility:
A clear, authentic voice helps build trust with clients, partners, and team members.
Internal Cohesion:
A shared tone unites our communications—whether we’re pitching a project or writing on LinkedIn.
Key Tone Attributes: Straightforward & Warm
What it means:
We speak with clarity but remain personable. We avoid corporate jargon, focusing on direct, approachable language.
How it sounds:
Friendly, yet never fluffy. Confident, never arrogant.
Why it matters:
It reflects our commitment to lead with care and live with kindness, building trust in everything we say. A straightforward, warm tone builds trust and helps clients quickly grasp our meaning without feeling overwhelmed.
Do:
“We’re here to help you shape your future—let’s talk about how.”
Don't:
“We will redefine your entire enterprise via synergistic paradigms.”
Key Tone Attributes: Forward-Thinking & Empowering
What it means:
We highlight the future-forward nature of our work while motivating clients and readers to see new possibilities.
How it sounds:
Words and phrasing that suggest action, potential, and excitement—e.g., “envision,” “unlock,” “collaborate to create,” “shape tomorrow.”
Why it matters:
CDA’s work is about shaping what’s next, so we invite clients to see the possibilities that data, design, and technology can unlock. Our entire approach is about purposeful stories and systems that adapt to a changing world, so our voice must project clarity and empowerment.
Do:
“Imagine harnessing AI-driven insights to engage your audience in real time.”
Don’t:
“We might do something futuristic or cutting-edge, but we’re not sure how.”
Key Tone Attributes: Imaginative & Precise
What it means: We prioritize creative storytelling and thoughtful design, yet also maintain a systematic, problem-solving perspective.
How it sounds: Curious, playful with language, but also structured. We never lose sight of function while talking about form.
- Do: “We combine narrative flair with a streamlined user flow, ensuring both delight and functionality.”
Don’t: “We can do anything and everything—there’s no limit (no specifics given).”
- Why it matters: CDA merges narrative, design, and technology. We need to show both creativity and technical depth. We create immersive brand stories (imaginative) that work well in practice (precise). This synergy reassures clients that our creativity is always purposeful.
Key Tone Attributes: Confident & Human
What it means: We speak from a place of expertise, but with empathy and humility.
How it sounds: Passionate about design’s impact, respectful of each client’s voice and journey. Using “we” and “you” to foster collaboration.
- Do: “We believe in your vision and can’t wait to solve these challenges together.”
Don’t: “Our approach is correct. Just follow our lead.”
- Why it matters: Our culture of leading with care requires both assured leadership and genuine consideration of others’ perspectives. Our value statements revolve around trust, autonomy, kindness, and iteration—this sense of “people-first” must shine through in our communications.
Pitfalls to Avoid
Overly Technical Jargon
If we must use a specialized term, briefly explain its relevance.
Forced Enthusiasm
Authentic positivity is fine, but avoid overblown exclamations or superlatives without evidence.
Formal Stiffness
We want to maintain a professional polish yet remain friendly and accessible.
Generic Marketing Speak
Phrases like “world-class synergy” or “cutting-edge disruptor” can feel hollow if not backed by specific context or examples.
Final Reminder: Why care so much?
Unifies Our Brand:
A consistent voice ensures that from one project to the next, clients recognize CDA’s distinct mix of empathy, invention, and clarity.
Builds Trust & Relationships:
When our tone is both transparent and optimistic, clients and collaborators feel confident in our partnership.
Signals Our Values:
Leading with care and kindness, speaking confidently yet invitingly, and delivering forward-thinking solutions—this is how we walk the talk of CDA’s brand values.
Summary
CDA’s tone of voice is:
Straightforward & Warm
No-nonsense, yet personable and open.
Forward-Thinking & Empowering
We inspire action for tomorrow’s challenges.
Imaginative & Precise
Balance creative flair with systematic thinking.
Confident & Human
Expert, yes, but always approachable.
By following these guidelines in all written and spoken communications—whether internal or external—we ensure that CDA’s personality comes through: a visionary, people-first agency driven by empathy and the ambition to shape what’s next.
Thank you for championing a consistent human voice at CDA.
