Information

Website

Our tone on the website is informative yet engaging, blending clarity with creativity. We aim to provide visitors with a comprehensive understanding of our services, while inspiring them with our innovative approach and vibrant aesthetics.

Social media

On social media, our tone is more conversational and lively. We engage with our audience through interactive content, stories, and visuals, fostering a sense of community and encouraging dialogue. We maintain our brand’s elegance while being approachable and relatable.

Client communication

In client communications, our tone is professional and supportive. We focus on clarity, responsiveness, and collaboration, ensuring that clients feel valued and understood. We use a formal yet warm tone to build strong, trust-based relationships.

Marketing materials

Our marketing materials adopt a persuasive and dynamic tone. We highlight the unique value and benefits of our services, using compelling narratives and visuals to capture the audience’s attention and drive engagement.

Presentations

In presentations, our tone is confident and authoritative. We deliver information with precision and clarity, using visuals and examples to illustrate key points. Our goal is to inform and inspire, leaving a lasting impression on our audience.

Emails and newsletters

Our tone in emails and newsletters is informative and engaging. We provide valuable insights, updates, and news in a clear and concise manner, ensuring that our audience stays informed and connected with our brand.

Blogs and articles

In blogs and articles, our tone is educational and thought-provoking. We share knowledge, insights, and trends, encouraging readers to explore new ideas and perspectives. Our writing is clear, well-researched, and aligned with our brand’s innovative spirit.

Customer support

In customer support interactions, our tone is empathetic and helpful. We address queries and concerns with patience and understanding, providing clear and effective solutions. Our aim is to ensure a positive and satisfying experience for every customer.

Proposals and reports

In proposals and reports, our tone is formal and detailed. We present information in a structured and comprehensive manner, highlighting key data, insights, and recommendations. Our writing is clear, precise, and professional.

Internal communication

Within the team, our tone is collaborative and encouraging. We foster open communication, sharing ideas and feedback in a constructive and supportive manner. Our internal communications reflect our commitment to teamwork and mutual respect.

In this grand digital agora, respect is the cornerstone. Engage with others—users, clients, and creators alike—with the dignity and civility that fuel progress and harmony. Disrespect, harassment, or any form of misconduct shall be banished from our realm.

4.1. Grammar

We adhere to standard grammar rules to maintain clarity and professionalism. This includes correct verb tenses, subject-verb agreement, proper use of adjectives and adverbs, and accurate punctuation. Attention to grammar reflects our commitment to excellence and detail.

4.2. Usage

We choose words carefully to ensure that our meaning is clear and unambiguous. We avoid jargon and overly complex language, favoring simplicity and directness. Our goal is to communicate effectively with a broad audience, ensuring that our messages are easily understood.

4.3 Style

Active Voice

We prefer the active voice over the passive voice, as it makes our writing more direct and dynamic. For example, “We designed the website” is preferred over “The website was designed by us.”

Conciseness

We strive for conciseness, avoiding unnecessary words and redundant phrases. Clear and concise writing helps convey our messages more effectively.

Consistency

We maintain consistency in our writing, using standard formats for dates, times, numbers, and titles. Consistency helps create a professional and cohesive brand image.

Formal tone

Our tone is formal yet approachable. We avoid slang and overly casual language, maintaining a respectful and professional demeanor in all communications.

Inclusive language

We use inclusive language to ensure that our communications are respectful and welcoming to all individuals, regardless of gender, race, ethnicity, or background.

4.4. Common Guidelines:

Numbers

Spell out numbers one through nine, and use numerals for 10 and above. For example, “three designers” and “15 projects.”

Dates and times

Use the format “Month Day, Year” for dates (e.g., January 1, 2024). Use numerals for times and 24 hour cycle (e.g., 21:45).

Titles and headings

Capitalize major words in titles and headings. For example, “Project Manager” and “Annual Report.”

Abbreviations and acronyms

Spell out abbreviations and acronyms on first use, followed by the abbreviation in parentheses. For example, “Search engine optimization (SEO).”

4.5 Examples:

Correct

We completed the project on January 1, 2024, and it exceeded expectations.

Incorrect

The project was completed on jan 1st 2024, and it was really great.

A - Accessibility

We are committed to making our digital products accessible to all users, including those with disabilities. We adhere to accessibility standards and best practices to ensure inclusivity.

B - Branding

Our branding services encompass logo design, brand identity, and strategy development. We create cohesive and memorable brand experiences that resonate with your target audience.

C - Creativity

At the heart of Ampers& House is a relentless pursuit of creativity. Our team continuously explores new ideas and innovative approaches to deliver unique and impactful designs.

D - Design

Our design philosophy blends aesthetics with functionality. We focus on creating visually stunning and user-friendly designs that enhance user experience and engagement.

E - Excellence

Excellence is our standard. We strive for perfection in every project, ensuring that our work meets the highest quality standards and exceeds client expectations.

F - Flexibility

We are adaptable and flexible, capable of adjusting our approach to meet the unique needs of each client and project. This agility allows us to deliver personalized and effective solutions.

G - Growth

We believe in fostering growth for our clients and ourselves. Our strategies are designed to drive business growth, and we continuously seek opportunities for professional development.

H - Honesty

Transparency and honesty are fundamental to our operations. We maintain open and honest communication with our clients, building trust and long-lasting relationships.

I - Innovation

Innovation drives us forward. We embrace the latest technologies and methodologies to stay ahead of the curve and deliver cutting-edge solutions.

J - Journey

Our creative journey is collaborative and iterative. We work closely with our clients, involving them at every stage of the project to ensure their vision is realized.

K - Knowledge

We value knowledge and expertise. Our team consists of skilled professionals who bring a wealth of experience and insights to every project.

L - Leadership

We lead by example, setting high standards for ourselves and the industry. Our leadership is characterized by vision, integrity, and a commitment to excellence.

M - Modernity

Our work embodies the spirit of modernity, reflecting contemporary trends and forward-thinking design principles. We are always looking ahead to the future.

N - Networking

We believe in the power of networking and collaboration. We build strong connections with clients, partners, and industry peers to foster innovation and growth.

O - Originality

Originality is a hallmark of our work. We strive to create designs and strategies that are unique, memorable, and reflective of our clients’ distinct identities.

P - Professionalism

Professionalism is at the core of our operations. We conduct ourselves with the utmost respect, responsibility, and accountability in all our interactions.

Q - Quality

Quality is non-negotiable. We implement rigorous quality control processes to ensure that our work meets the highest standards of excellence.

R - Reliability

Our clients can count on us to deliver on our promises. We are dependable, meeting deadlines and exceeding expectations consistently.

S - Sustainability

We are committed to sustainable practices, considering the environmental impact of our work and striving to make eco-friendly choices.

T - Technology

We leverage the power of technology to create innovative solutions. Our team stays updated with the latest technological advancements to deliver cutting-edge designs.

U - User experience

User experience is at the forefront of our design process. We prioritize creating intuitive, engaging, and accessible experiences for all users.

V - Vision

Our vision is to be a leader in the design industry, known for our creativity, innovation, and excellence. We are driven by a passion for design and a commitment to making a difference.

W - Webflow

Webflow is a core tool in our arsenal. We use it to create responsive, dynamic, and visually stunning websites that are easy to manage and update.

X - Xenial

We foster a xenial (hospitable) environment, both within our team and in our interactions with clients. We believe in creating a positive and welcoming atmosphere.

Y - Yearning

We have a yearning for continuous improvement. We are always looking for ways to enhance our skills, processes, and the value we provide to our clients.

Z - Zeal

Our zeal for design and innovation drives everything we do. We approach each project with enthusiasm, dedication, and a relentless pursuit of excellence.

Respectful and inclusive terminology

We use language that respects and acknowledges the diversity of our audience. This includes avoiding terms that may be offensive or exclusionary and choosing words that promote equality and respect.

Gender-neutral language

We use gender-neutral terms to ensure inclusivity. Instead of “he” or “she,” we use “they” as a singular pronoun. We also use terms like “chairperson” instead of “chairman” and “humankind” instead of “mankind.”

Cultural sensitivity

We are mindful of cultural differences and strive to use language that is culturally sensitive. We avoid stereotypes and generalizations, ensuring that our communication is respectful and considerate of all cultures.

Avoiding ableist language

We avoid language that discriminates against individuals with disabilities. Instead of terms like “crazy” or “lame,” we use more respectful alternatives like “unusual” or “difficult.”

Inclusive descriptions

When describing individuals or groups, we focus on relevant characteristics and avoid unnecessary emphasis on attributes like race, gender, age, or disability. For example, instead of “female CEO,” we simply say “CEO.”

Positive language

We use positive language to create an uplifting and empowering environment. This includes framing our messages in a positive light and focusing on strengths and opportunities rather than limitations and challenges.

Active listening and feedback

We encourage active listening and are open to feedback on our use of language. We recognize that inclusivity is an ongoing journey and are committed to continuous improvement.

Examples

Gender-neutral

“Each team member should submit their report by Friday.”

Culturally sensitive

“We celebrate diverse cultural perspectives and strive to be inclusive in all our communications.”

Avoiding ableism

“The new design presents some challenges” instead of “The new design is problematic.”

Inclusive descriptions

“The CEO will present the annual report” instead of “The female CEO will present the annual report.”

Further resources

We provide access to resources and training on inclusive language to ensure that all team members are knowledgeable and equipped to communicate inclusively.

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Periods (.)

• Use periods at the end of complete sentences.
• Avoid using periods in headings and subheadings.
• Example: "Our services are designed to meet your needs."

Commas (,)

• Use commas to separate items in a list.
• Use a comma before the conjunction in a series (Oxford comma).
• Use commas to set off non-essential information.
• Example: "We offer web design, branding, and SEO services."

Semicolons (;)

• Use semicolons to link closely related independent clauses.
• Use semicolons to separate items in a complex list that contains commas.
• Example: "Our team is skilled in web design; branding; and SEO, copywriting, and digital marketing."

Colons (:)

• Use colons to introduce lists, quotations, and explanations.
• Use colons after a complete sentence that introduces another sentence, a list, or a quotation.
• Example: "Our services include: web design, branding, and SEO."

Dashes (– , —)

• Use em dashes to set off non-essential information or to create a strong break in a sentence.
• Avoid overusing em dashes as they can disrupt the flow of the text.
• Example: "Our team—composed of designers, developers, and marketers—works collaboratively to achieve the best results."

En dash (–)

Use an en dash in a range, like times or dates. Here’s how to make one:

• Press and hold Option + Hyphen
• In HTML, type –

Example:

12pm–2pm, April 12–13

Em dash (—)

Use an em dash with a space on each side to indicate an aside (like a parenthetical remark) or dramatic pause. Here's how to make one:

• Press and hold Option + Shift + Hyphen
• In HTML, type —

Example:

Webflow allows you to build pro websites — without writing code.

Hyphens (-)

• Use hyphens to connect compound words and prefixes.
• Use hyphens for compound adjectives when they precede the noun they modify.
• Example: "We offer top-notch web design services."

Quotation Marks (“ ”)

• Use double quotation marks to enclose direct quotations.
• Use single quotation marks for quotes within quotes.
• Place periods and commas inside the quotation marks; place colons, semicolons, question marks, and exclamation points outside unless they are part of the quoted material.
• Example: "Our client said, 'Ampersand House exceeded our expectations.'"

Exclamation Points (!)

• Use exclamation points sparingly to convey strong emotion or emphasis.
• Avoid overusing exclamation points in professional communication.
• Example: "We are excited to launch your new website!"

Question Marks (?)

• Use question marks at the end of direct questions.
• Avoid using question marks in rhetorical questions or indirect questions.
• Example: "How can we help you achieve your business goals?"

Parentheses ( ( ) )

• Use parentheses to enclose supplementary or explanatory information.
• Avoid overusing parentheses as they can make sentences difficult to read.
• Example: "Our team offers various services (including web design, branding, and SEO) to help your business grow."

Apostrophes (’)

• Use apostrophes to indicate possession or to form contractions.
• Do not use apostrophes to form plurals.
• Example: "Our client's website is live. It's performing exceptionally well."

Ellipses (…)

• Use ellipses to indicate omitted material in quotations.
• Use ellipses sparingly in informal writing to indicate a trailing off or unfinished thought.
• Example: "Our client said, 'Ampers& house is...the best creative studio we've worked with.'"

Capitalization

Titles and headings

Capitalize the first and last words, and all major words in titles and headings. Do not capitalize short prepositions, conjunctions, or articles unless they are the first or last word.

Example

"The Future of Design and Innovation"

Proper nouns

Always capitalize proper nouns, including names of people, specific places, companies, and brand names.

Example

"Ampers& house is located in Fjellstrand, Norway."

First word of a sentence

Capitalize the first word of every sentence.

Example

"Our team is dedicated to excellence."

Pronoun "I"

Always capitalize the pronoun "I."

Example

"I am so excited to work with you."

Casing

Sentence case

Capitalize only the first word of a sentence and any proper nouns.

Example

"This is an example of sentence case."

Title case

Capitalize only the first word in a sentence, or titles, names and geographical locations.

Example

"An introduction to Our services is just one

click away"

Lowercase

Use lowercase for common nouns and informal terms unless they start a sentence.

Example

"The design team is meeting today."

Uppercase

Use uppercase sparingly for emphasis or acronyms.

Example

"SEO is crucial for online visibility."

Typography

Font size

Maintain a consistent hierarchy in font sizes to distinguish headings, subheadings, body text, and captions. Follow the Design manual page.

Line spacing

Use adequate line spacing to ensure readability. Generally, 1.5 line spacing for body text and single spacing for headings and subheadings.

Alignment

Use left alignment for most text to ensure readability. Center alignment can be used for headings or titles to create a visual impact.

Example

Body text (left-aligned), headings (center-aligned on mobile devices).

Bold and italics

Use bold to emphasize important points and italics for titles of works, foreign words, or subtle emphasis.

Example

"Our core values include creativity, innovation, and excellence."

"We recommend reading The design of everyday things."

Bullet points and lists

Use bullet points or numbered lists to organize information clearly and concisely.

Example

• Web design
• Branding
• SEO

1. Introduction
2. Voice and tone
3. Messaging

Colour scheme

Stick to the brand’s color palette for text and backgrounds to maintain visual consistency. Use overlays, outlines, illustrations and icons in colours like blue, orange, yellow, and purple in line with our design guidelines.