Draft
Practice
Voice & content.
How we write matters as much as how we design. This page sets the standard for every word that appears in an Aceve product — buttons, errors, empty states, notifications, onboarding — so that no matter which team or subsidiary ships it, it sounds like one company.
Core Voice: Who We Are
Our brand voice remains constant, while our tone adapts to the audience and context.
Tone by Channel
Our brand voice remains constant, while our tone adapts to the audience and context.
Branding & Corporate Communication
Competent, Trustworthy, and Visionary
Purpose-driven, Industry-focused
Straightforward & Clear
Social Media & Marketing
Engaging, Conversational, and Action-Oriented
Customer-Centric, Informative but Digestible
Localized & Relevant
In-App
In-app tone follows the Microcopy Patterns below.
Where You're Speaking
The same message, adjusted for the platform and market it reaches.
Platform-Specific Adaptations
Localization Tone Adjustments
UX Microcopy Guidelines
Concise & clear — Short, familiar language, no jargon.
Actionable — Active voice, clear next step.
Encouraging, not blaming — Frame errors and guidance positively.
Consistent — Same terminology and patterns everywhere.
Accessible & inclusive — Works for all users and needs.
Globally adaptable — Simple enough to translate without losing meaning.
What is In-App & UX Writing?
In-app and UX writing focuses on creating intuitive, clear, and useful microcopy that enhances user interactions with the product. This includes:
Microcopy — Short text snippets such as tooltips, buttons, form labels, and pop-ups.
Guided User Journeys — Step-by-step messages that help users complete tasks.
Error Prevention & Recovery — Friendly, actionable error messages and confirmations.
Onboarding Content — Welcome messages and feature discovery guides.