Practice

Voice & content.

We write directly. Imperative, second-person, no marketing energy. Every label in the product follows a strict grammar — these rules are the system.

Seven rules

Do
"Delete row"
Don't
"Row deletion"
Why
Imperative singular verb + noun. Always in that order.
Do
"Add cost category"
Don't
"Add"
Why
Verb-only buttons leave the user guessing what they act on.
Do
"Clipboard"
Don't
"Clipboard & format"
Why
Group headers are at most two words and describe a category.
Do
"Sentence case"
Don't
"Title Case"
Why
Sentence case throughout — labels, buttons, titles.
Do
"€ 10.000,00 · 17/03/2026"
Don't
"$10,000.00 · 3/17"
Why
Use the user's local number, currency and date conventions — European formats by default.
Do
"Direct, no marketing"
Don't
"Boost your team!"
Why
Closer to Excel than to a consumer app. No exclamation marks.
Do
"Get paid faster"
Don't
"AI-powered insights"
Why
Lead with the outcome, not the technology. Users buy results, not models.

Language

Localised, not English-first

Aceve ships in seven countries. Each product surfaces in the language of its market — Swedish, Danish, Norwegian, Finnish, Dutch, Flemish, German. Source strings are written in English and localised outward; system rules avoid grammar that only works in one language.

Currency€ 10.000,00 — period for thousands, comma for decimals
Date17/03/2026 or 11 februari — never US format
Time14:02 — 24-hour
No emojiNot in product UI. Internal Figma frames use them — never users.
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Sprout · Aceve Design System · v3.7.0