Cōsmo
Cōsmo
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.
A consistent TOV clarifies how CDA stands out from generic design or marketing agencies.
A clear, authentic voice helps build trust with clients, partners, and team members.
A shared tone unites our communications—whether we’re pitching a project or writing on LinkedIn.
We speak with clarity but remain personable. We avoid corporate jargon, focusing on direct, approachable language.
Friendly, yet never fluffy. Confident, never arrogant.
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.
“We’re here to help you shape your future—let’s talk about how.”
“We will redefine your entire enterprise via synergistic paradigms.”
We highlight the future-forward nature of our work while motivating clients and readers to see new possibilities.
Words and phrasing that suggest action, potential, and excitement—e.g., “envision,” “unlock,” “collaborate to create,” “shape tomorrow.”
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.
“Imagine harnessing AI-driven insights to engage your audience in real time.”
“We might do something futuristic or cutting-edge, but we’re not sure how.”
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.
Don’t: “We can do anything and everything—there’s no limit (no specifics given).”
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.
Don’t: “Our approach is correct. Just follow our lead.”
If we must use a specialized term, briefly explain its relevance.
Authentic positivity is fine, but avoid overblown exclamations or superlatives without evidence.
We want to maintain a professional polish yet remain friendly and accessible.
Phrases like “world-class synergy” or “cutting-edge disruptor” can feel hollow if not backed by specific context or examples.
A consistent voice ensures that from one project to the next, clients recognize CDA’s distinct mix of empathy, invention, and clarity.
When our tone is both transparent and optimistic, clients and collaborators feel confident in our partnership.
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.
CDA’s tone of voice is:
No-nonsense, yet personable and open.
We inspire action for tomorrow’s challenges.
Balance creative flair with systematic thinking.
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.