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class="Main_main__qK_Jw"><section class=" Section_section__mRxGN Section_forceDarkMode__UnZnw Section_auto__2Ub8u Section_paddingnone__2ufem"><div class="Section_contentContainer__ciYat"><div class="HeroBanner_hero__8Phzz"><div class="Section_container__mkPCF Section_section__mRxGN Section_transparent__1pVXx Section_auto__2Ub8u Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_orderRight__au5W_ Block_orderBottom__pqOc1 Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalSmall__i62HY Block_paddingVerticalSmall__5ZA7U Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="HeroBanner_heroMedia__1nKQ8"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/14BMYfKADy5PBWd96kTqXx/588842be609efc1feefd4702475abace/Home_Hero.png?w=2372&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/14BMYfKADy5PBWd96kTqXx/588842be609efc1feefd4702475abace/Home_Hero.png?w=2372&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/14BMYfKADy5PBWd96kTqXx/588842be609efc1feefd4702475abace/Home_Hero.png?w=2372&q=75" alt="" width="1186" loading="lazy"/></picture></div></div></div><div class="Block_block__Q3GQF Block_forceDarkMode__vY6vw Block_transparent__FJxI6 Block_textLeft__FXaVt Block_orderLeft__kf4S1 Block_orderTop__qlV9j Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalNone__65947 Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE HeroBanner_heroBannerBlockContent__stdAX"><div class="Block_contentContainer__CWeAy"><div class="spacing_vSpacing10__Vw3Bl"><h1 class="Title_title__6QR87 Title_forceDarkMode__UjAB1 Title_primary__m7Tjj text-heading-1 Title_left___R_Ga Title_marginBottom__TiQqA HeroBanner_heroTitle__l9Owc" id="monzo-writing-principles">Monzo Writing Principles</h1><div class="Markdown_Markdown__aEd_X Markdown_dark__2sqVQ" data-testid="markdown"><div class="Text_text__CSJ_O Text_lead___fdMb Text_forceDarkMode__G2s7d Text_marginBottom___UK4L"><p><strong>Every word matters.</strong> When you’re a bank that lives on a phone, your words are a huge part of the brand and customer experience. Every one is a chance to connect, delight and build trust (or lose it).</p></div><br/></div></div><div class="HeroBanner_legalTextContainer__MDph9"><div class="Markdown_Markdown__aEd_X Markdown_dark__2sqVQ" data-testid="markdown"><div class="Text_text__CSJ_O Text_forceDarkMode__G2s7d Text_legalText__DQPp3"><p>You might be here looking for the Monzo tone of voice – this is it! But 'tone of voice' is ironically copywriting jargon, and it undersells what these principles are about. They don't just cover <em>tone</em>, they make us consider the context, content and structure of what we say to customers.</p></div></div></div></div></div></div></div></div></div></section><section class="Subtitle_negativeBottomMargin__g30NM Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopsmall__VdEcb Section_paddingbottomsmall__uQk44" data-testid="subtitle-section"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textCenter__WvWTU Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 paddingHorizontalAuto Block_paddingVerticalSmall__5ZA7U Block_marginHorizontalAuto__JOVH_ Block_marginVerticalMedium__F7wka Block_noBottomSpacing__4UApD"><div class="Block_contentContainer__CWeAy"><div class="Subtitle_content__YW5SS spacing_vSpacing10__Vw3Bl"><h2 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-2 Title_center__fqUI_ Title_marginBottom__TiQqA" id="our-principles-in-brief">Our principles in brief</h2><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O"><p>Even if your role has nothing to do with marketing, everyone who works at Monzo is a custodian of our brand. So if you work at Monzo – these are for you.</p></div></div></div></div></div></div></section><section class="Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="CardList_CardList__xh9wK CardList_autofit__KNjIe"><div class="Card_cardWrapper__TTeTI" data-testid="cardWrapper"><div class="Card_card__zEK7Z Card_light__flWgn Card_secondary__Xsm9Q Card_paddingtopmedium__8XW__ Card_paddingbottommedium__kJTwQ"><div class="Card_titleContainer__bkMxU"><img class="undefined Icon_icon__Haypr Icon_addMargin__1i9ZI Icon_transparent__gOWmA Icon_large__McJOc Icon_image__BmpRz Icon_noFill__Cnqz2" src="https://images.ctfassets.net/ro61k101ee59/3YpkV8wdVnJyR2cMaNC9V2/aa700de4719a6680d3bf928cc4de5926/Straightforward_kindness.svg" aria-hidden="true" alt="" loading="lazy"/><h3 class="Card_title__2ya4E">Straightforward kindness</h3></div><div class="Card_descriptionContainer__dX1OP"><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O"><p>We're clear, inclusive and focused on the reader. We go out of our way to make complex things simple.</p></div><br/><div class="Text_text__CSJ_O"><p>This applies all the time, to all the writing we do.</p></div></div></div></div></div><div class="Card_cardWrapper__TTeTI" data-testid="cardWrapper"><div class="Card_card__zEK7Z Card_light__flWgn Card_secondary__Xsm9Q Card_paddingtopmedium__8XW__ Card_paddingbottommedium__kJTwQ"><div class="Card_titleContainer__bkMxU"><img class="undefined Icon_icon__Haypr Icon_addMargin__1i9ZI Icon_transparent__gOWmA Icon_large__McJOc Icon_image__BmpRz Icon_noFill__Cnqz2" src="https://images.ctfassets.net/ro61k101ee59/1y6Yf1CcEinDZAOu3OFJ4s/1c02c80ea5dc001f8741d1530099d114/Everyday_Magic.svg" aria-hidden="true" alt="" loading="lazy"/><h3 class="Card_title__2ya4E">Everyday magic</h3></div><div class="Card_descriptionContainer__dX1OP"><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O"><p>We transform the mundane with moments of unexpected delight. We celebrate and commiserate, and draw on universal experiences to connect with people.</p></div><br/><div class="Text_text__CSJ_O"><p>We always look for ways to inject a little magic into the customer experience, but this mainly applies to our brand and marketing writing.</p></div></div></div></div></div><div class="Card_cardWrapper__TTeTI" data-testid="cardWrapper"><div class="Card_card__zEK7Z Card_light__flWgn Card_secondary__Xsm9Q Card_paddingtopmedium__8XW__ Card_paddingbottommedium__kJTwQ"><div class="Card_titleContainer__bkMxU"><img class="undefined Icon_icon__Haypr Icon_addMargin__1i9ZI Icon_transparent__gOWmA Icon_large__McJOc Icon_image__BmpRz Icon_noFill__Cnqz2" src="https://images.ctfassets.net/ro61k101ee59/53SDQQjWSf7tNFS0G67pFs/b9147171d20357656059d7c8ab41dad6/Warm_wit.svg" aria-hidden="true" alt="" loading="lazy"/><h3 class="Card_title__2ya4E">Warm wit</h3></div><div class="Card_descriptionContainer__dX1OP"><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O"><p>Humour is a delicate seasoning in our writing. We want people to feel part of the joke, not the target of it. And we avoid the obvious to keep things fresh.</p></div><br/><div class="Text_text__CSJ_O"><p>This belongs almost exclusively in our brand and marketing writing, with the occasional surprise in the app.</p></div></div></div></div></div></div></div></section><div data-testid="generic-text-block" class="GenericTextBlock_genericTextBlock__Vclfa GenericTextBlock_headerSection__2kt7Z"><section class="Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textCenter__WvWTU paddingHorizontalAuto Block_paddingVerticalNone__65947 Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_noBottomSpacing__4UApD"><div class="Block_contentContainer__CWeAy"><div class="spacing_vSpacing5__jkMGw"><h2 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-2 Title_center__fqUI_ Title_marginBottom__TiQqA" id="straightforward-kindness">Straightforward kindness</h2><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>The thread that runs through all of our writing. We’re clear, inclusive, focused on the reader, and go out of our way to make complex things simple.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>No matter what kind of writing you do at Monzo, you should always be following this principle.</p></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/6CCRhPWUbv0BuFnTKCNpjO/158b62e00d04c24ed6cbe0304b6d0519/focusonwhatmatters.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/6CCRhPWUbv0BuFnTKCNpjO/158b62e00d04c24ed6cbe0304b6d0519/focusonwhatmatters.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/6CCRhPWUbv0BuFnTKCNpjO/158b62e00d04c24ed6cbe0304b6d0519/focusonwhatmatters.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="focus-on-what-matters-to-readers">Focus on what matters to readers</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Your first question before writing should be: “<em>What does my reader care about most?</em>”</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We’re often tempted to explain why we’ve done something before what it actually is – especially if it’s an uncomfortable message. But are people more interested in our decision-making process, or how it affects them? (Hint: it’s almost always the latter.) We can explain our reasoning, but need to explain the impact first.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Pro tip: before you write, list out the main things your reader needs to know as bullet points. Once you’ve done that, you’ll probably find you’ve written most of what you needed to say.</p></div></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/RP5b70igpglHihk09Rw9R/53e39909e1816c0a456744815ec25a8f/bewelcoming.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/RP5b70igpglHihk09Rw9R/53e39909e1816c0a456744815ec25a8f/bewelcoming.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/RP5b70igpglHihk09Rw9R/53e39909e1816c0a456744815ec25a8f/bewelcoming.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="be-welcoming-to-everyone">Be welcoming to everyone</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We make sure our language is inclusive of everyone. We’re careful about idioms and colloquial references that might not be well understood by people who don’t have English as a first language.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Obviously there’s no place for anything racist, sexist or derogatory, but it goes beyond that. We also take care to avoid things like gendered or ableist language, cultural appropriation, or terms that have a history rooted in structural racism.</p></div></div></div></div></div></div></div></div></div></section></div><section class="Section_section__mRxGN Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="Accordion_Accordion__a3Zuv Accordion_light__6aRHQ"><details class="Accordion_AccordionItem__W_S6Q Accordion_light__6aRHQ"><summary><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-4 Title_left___R_Ga" id="labels-matter-more-than-you-think">Labels matter more than you think</h3></summary><div class="Accordion_AccordionContent__vHTiq"><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>As an example, it’s pretty common in tech to use the terms ‘blacklist’ and ‘whitelist’, which is an idea rooted in racism – that white is superior to black. (We use ‘blocklist’ and ‘allowlist’ instead.)</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>It might seem pedantic to care about whether we occasionally say ‘blacklist’ or ‘blocklist’, but how we label things really matters. Psychologist Lera Boroditsky ran an experiment in 2009 that makes this point really well.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>She told two groups of people that they were in charge of reducing crime in the fictional city of Addison. The scenarios were identical in every way except one: she told one group that crime was ‘preying on the city like a beast', and the other group that crime was ‘spreading through the city like a virus'.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>The group who were given the beast ‘frame' were much more likely to propose things like more police and tougher sentencing. The group with the virus frame were much more likely to suggest social reform and education. People wanted to fight the beast, but they wanted to treat the virus.</p></div></div></div></details></div></div></div></div></section><div><section class=" Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/O1ZBmLGZsPOOrvnYYnkWd/fc8df28c7cf534d619f5669b790bb154/Comparison_Table_-_coloured_BG.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/O1ZBmLGZsPOOrvnYYnkWd/fc8df28c7cf534d619f5669b790bb154/Comparison_Table_-_coloured_BG.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/O1ZBmLGZsPOOrvnYYnkWd/fc8df28c7cf534d619f5669b790bb154/Comparison_Table_-_coloured_BG.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="swap-formal-words-for-normal-ones">Swap formal words for normal ones</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Many ‘business writing’ words make us sound like a cold, faceless organisation, which is the last thing we want. The best test for this is to read what you’ve written out loud. Does it sound like language you’d ever actually use face to face? If not, some of these needlessly formal words might be the culprit.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>A quick aside on the whole ‘but’ thing: it’s totally fine to start a sentence with the word but. Or the words and, so and because. There’s never been a rule against it, and no grammar guide will tell you you can’t. We do it all the time when we talk, so it makes our writing feel more natural, too.</p></div></div></div></div></div></div></div></div></div></section></div><section class="Section_section__mRxGN Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="Accordion_Accordion__a3Zuv Accordion_light__6aRHQ"><details class="Accordion_AccordionItem__W_S6Q Accordion_light__6aRHQ"><summary><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-4 Title_left___R_Ga" id="a-brief-history-of-professional-english">A brief history of professional English</h3></summary><div class="Accordion_AccordionContent__vHTiq"><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>The Romans arrived in Britain about 2,000 years ago, and brought Latin with them.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Latin became the language of people in charge, and it seeped into the foundations of legal writing (there's still a lot of it there today). Legal writing became the basis of all business writing, because writing was time-consuming and difficult, and you only bothered to write something down if it was important – like a contract.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>So what we traditionally think of as ‘professional’ language is essentially words that have a Latin root (like ‘require’ or ‘provide’). Words we'd almost never say out loud, but which we write when we're trying to sound business-like.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>But rather than making us sound smarter or more ‘professional', that language makes us sound cold and distant.</p></div></div></div></details></div></div></div></div></section><div><section class=" Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/4cqRHopoivcbnwBmycYZhA/2f44c2e10b24cf9d364f67ddfdd070f9/When_we_have_to_say_sorry.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/4cqRHopoivcbnwBmycYZhA/2f44c2e10b24cf9d364f67ddfdd070f9/When_we_have_to_say_sorry.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/4cqRHopoivcbnwBmycYZhA/2f44c2e10b24cf9d364f67ddfdd070f9/When_we_have_to_say_sorry.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="when-we-have-to-say-sorry-say-it-sincerely">When we have to say sorry, say it sincerely</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>The heart of good writing is empathy for the reader. When we’ve done something wrong, we own up to it and take responsibility. It’s never ‘We’d like to apologise’, it’s ‘We’re sorry’. But be careful not to over-apologise – we say sorry once like we mean it, and then we focus on what we’re doing to make things better.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Sometimes we have to give people news they won’t like, but we haven’t done anything wrong. In those cases, we shouldn’t say sorry. It can come across as insincere and frustrating for the reader.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>When we’re talking about difficult subjects or bad news, watch out for your language getting more formal too. When the subject is sensitive, that’s even more reason to focus on being warm and easy to understand.</p></div></div></div></div></div></div></div></div></div></section></div><section class="Section_section__mRxGN Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="Accordion_Accordion__a3Zuv Accordion_light__6aRHQ"><details class="Accordion_AccordionItem__W_S6Q Accordion_light__6aRHQ"><summary><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-4 Title_left___R_Ga" id="serious-isnt-the-same-as-formal">Serious isn't the same as formal</h3></summary><div class="Accordion_AccordionContent__vHTiq"><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Sometimes we worry that writing clearly and simply can mean we lose authority, especially when we're dealing with serious topics. That's largely because it's just what we're used to: when organisations get serious, their language gets formal. It's how you know this is A Big Deal.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>In 2010, US attorney Sean Flammer ran an experiment. He asked 800 judges to side with either a traditional ‘legalese' argument, or one in what he called ‘plain English'.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>The judges overwhelmingly preferred the plain English version (66% to 34%), and that preference held no matter their age or background. Here's an interesting extract from Flammer's findings:</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><em>“The results indicate that the participants found the Legalese passage to be less persuasive than the Plain English version. The respondents also believed the Plain English author was more believable, better educated, and worked for a prestigious law firm.”</em></p></div></div></div></details></div></div></div></div></section><div><section class=" Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/vRYYLwZyuBeXMXipVjTWY/4b4221a041131f8d5c2fa13dd391ec67/Watch_out_for_jargon.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/vRYYLwZyuBeXMXipVjTWY/4b4221a041131f8d5c2fa13dd391ec67/Watch_out_for_jargon.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/vRYYLwZyuBeXMXipVjTWY/4b4221a041131f8d5c2fa13dd391ec67/Watch_out_for_jargon.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="watch-out-for-jargon">Watch out for jargon</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>It’s our job to make the complex simple – so there’s no room at all for unexplained financial jargon. On the rare occasions where we do have to use technical terms, we’re precise about what we mean to help people who aren’t familiar with the subject.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Keep an eye out for acronyms or terminology that makes perfect sense to you, but might not be clear to people outside Monzo (or inside, for that matter – this principle applies to our internal communications too).</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Jargon in itself isn’t a bad thing: a shared understanding of specific terms helps us get things done faster. But we almost always overestimate how much other people know. We’re all susceptible to what psychologist Steven Pinker calls ‘the curse of knowledge’: when you’re an expert in something, and you're surrounded by experts in the same thing, it gets harder to remember how much of what you know is specialist.</p></div></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/4moQUR6NVaxxJ948s4Tzi6/976e82efb405a7bd6b03f09796b6cc45/Avoid_ambiguity.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/4moQUR6NVaxxJ948s4Tzi6/976e82efb405a7bd6b03f09796b6cc45/Avoid_ambiguity.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/4moQUR6NVaxxJ948s4Tzi6/976e82efb405a7bd6b03f09796b6cc45/Avoid_ambiguity.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="avoid-ambiguity-write-in-the-active-voice">Avoid ambiguity: write in the active voice</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>There’s a funny thing that happens to our writing when we're giving bad news, or talking about processes. We slip into what’s called the ‘passive' voice, which basically means we don’t say who’s responsible for something.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We use the passive voice partly because we're unconsciously distancing ourselves from the message. But that's not fair for the reader, and what they need always comes first.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>There might be rare occasions where we deliberately don't want to say who's responsible for something, but we usually slip into the passive by accident. So make sure you've got a really good reason for using it if you do.</p></div></div></div></div></div></div></div></div></div></section></div><div data-testid="generic-text-block" class="GenericTextBlock_genericTextBlock__Vclfa"><section class="Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textCenter__WvWTU paddingHorizontalAuto Block_paddingVerticalNone__65947 Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="spacing_vSpacing5__jkMGw"><h2 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-2 Title_center__fqUI_ Title_marginBottom__TiQqA" id="everyday-magic">Everyday magic</h2><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We add magical touches to our writing and elevate the mundane every day. That could mean a bold flourish, or a moment of delight where our customers least expect it. (It doesn’t mean using the ‘language’ of magic.)</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We draw on universal experiences to connect with our audiences. And we pause to celebrate little wins or commiserate frustrating moments everyone experiences in their financial lives, without being patronising.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We look for ways to inject a little everyday magic throughout the customer experience, but mainly this belongs to our brand and marketing writing.</p></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/Jvo6GLNuhYbKEIW1wgF2Q/d1451a7e856b53f4c0605de6c9383dfe/Celebrate_the_little_wins__1_.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/Jvo6GLNuhYbKEIW1wgF2Q/d1451a7e856b53f4c0605de6c9383dfe/Celebrate_the_little_wins__1_.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/Jvo6GLNuhYbKEIW1wgF2Q/d1451a7e856b53f4c0605de6c9383dfe/Celebrate_the_little_wins__1_.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="celebrate-the-little-wins">Celebrate the little wins</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>A routine task like opening a joint account can be just that – or it can be a moment to celebrate two people taking a big step.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>So be on the lookout for opportunities to introduce delight where it might be unexpected, but welcome. We want to share people's delight in the seemingly small steps that add up to big progress.</p></div></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/3Ub9mx9X20JzHucTBahiUf/89d5019148972db1012bd01273b4001c/Use_vivid_words___delightful_wordplay__1_.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/3Ub9mx9X20JzHucTBahiUf/89d5019148972db1012bd01273b4001c/Use_vivid_words___delightful_wordplay__1_.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/3Ub9mx9X20JzHucTBahiUf/89d5019148972db1012bd01273b4001c/Use_vivid_words___delightful_wordplay__1_.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="use-vivid-words--delightful-wordplay">Use vivid words & delightful wordplay</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>Vivid and unexpected word choices</strong></p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Replace tired, generic adjectives with words that bring zest to your writing. One considered word choice can make a big impact. Why <em>pay your bills more easily</em> when you can <em>tame</em> them.</p></div><br/><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>Metaphors and idioms</strong></p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>If you can find a creative way to say something that delivers more than one layer of meaning, go for it. But this shouldn’t detract from the message or alienate people whose first language isn’t English. Any metaphors and idioms should be easy to understand at first glance.</p></div><br/><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>Alliteration and internal rhyme</strong></p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Linguistic tools like rhyming can make copy catchier and more memorable (although it’s important not to overdo it). And alliteration (when a series of words begin with the same sound) creates a satisfying sense of rhythm for the reader. But again, too much can start to sound forced.</p></div></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/1iePRrvBe9h37UxM0TWVPu/b69b19e9e2ef8268f2a60ae70d50a24e/Draw_on_relatable_money_moments.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/1iePRrvBe9h37UxM0TWVPu/b69b19e9e2ef8268f2a60ae70d50a24e/Draw_on_relatable_money_moments.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/1iePRrvBe9h37UxM0TWVPu/b69b19e9e2ef8268f2a60ae70d50a24e/Draw_on_relatable_money_moments.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="draw-on-relatable-money-moments">Draw on relatable money moments</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Everyone uses money – which means everyone can relate to the joys and stresses it brings. When we celebrate the social side or call out the annoying parts, we show people they’re not alone in their experience. It’s part of how we connect with our customers in an empathetic way.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Here are some moments you might draw on, and the underlying emotions that power them.</p></div></div></div></div></div></div></div></div></div></section></div><section class="Section_section__mRxGN Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="Accordion_Accordion__a3Zuv Accordion_light__6aRHQ"><details class="Accordion_AccordionItem__W_S6Q Accordion_light__6aRHQ"><summary><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-4 Title_left___R_Ga" id="we-handle-deeper-emotions-with-care">We handle deeper emotions with care</h3></summary><div class="Accordion_AccordionContent__vHTiq"><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>People often find money incredibly stressful. It can trigger feelings of failure or shame, or impact their mental health. We always handle those feelings with care and never make light of them.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>They’re best shared by a customer in their own words, or led by a member of our vulnerable customers team, so our contributions in this space are thoughtful and kind.</p></div></div></div></details></div></div></div></div></section><div><section class=" Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/7vDMFfNblKTqC8bmJKqWyU/4592079c81328422d02db3d6fda6efb3/contribute_to_big_cultural_moments__1_.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/7vDMFfNblKTqC8bmJKqWyU/4592079c81328422d02db3d6fda6efb3/contribute_to_big_cultural_moments__1_.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/7vDMFfNblKTqC8bmJKqWyU/4592079c81328422d02db3d6fda6efb3/contribute_to_big_cultural_moments__1_.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="contribute-to-big-cultural-moments--conversations">Contribute to big cultural moments & conversations</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We have the cultural cachet to get involved in important conversations and iconic moments our customers care about.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>And even though the ‘moment’ might not happen on social, it’s increasingly likely the commentary will. So this most naturally fits on our social channels.</p></div></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/1slCYi4lpw8DD1i5j3CfgD/c0a0573909e6a92aea499f3c01c64830/make_references_most_people_would_understand__1_.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/1slCYi4lpw8DD1i5j3CfgD/c0a0573909e6a92aea499f3c01c64830/make_references_most_people_would_understand__1_.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/1slCYi4lpw8DD1i5j3CfgD/c0a0573909e6a92aea499f3c01c64830/make_references_most_people_would_understand__1_.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="make-references-most-people-would-understand">Make references most people would understand</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We can be reasonably confident that people have heard of the Barbie movie, or the Olympics, or Love Island, or that time a boat got stuck in the Suez canal. But it’s unlikely that everyone will have seen a niche Netflix documentary, or understand a TikTok-specific reference. It’s important we’re inclusive and considerate in the references we make.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>What we do best is connect well-known references to relatable money moments in a fresh, ownable way. That way, we’re adding to the zeitgeist, rather than piggybacking off it.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We don’t need to be involved in every conversation though. In fact, there’s lots we actively shouldn’t comment on. We generally don’t get involved in politics or comment on sensitive topics, like the health of celebrities or big court cases.</p></div></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/6e1g4uhmSPAk7QEcZp4g9F/d03762dd2dc99d8b6e867416bf2c5461/Avoid_empty_adjectives_and_marketing_cliches.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/6e1g4uhmSPAk7QEcZp4g9F/d03762dd2dc99d8b6e867416bf2c5461/Avoid_empty_adjectives_and_marketing_cliches.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/6e1g4uhmSPAk7QEcZp4g9F/d03762dd2dc99d8b6e867416bf2c5461/Avoid_empty_adjectives_and_marketing_cliches.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="avoid-empty-adjectives--marketing-cliches">Avoid empty adjectives & marketing cliches</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Some words and phrases are very common in marketing writing, and have the unmistakable feel of being <em>copywritten</em>.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>That can make our writing feel less naturally conversational, and lead to us sounding like everyone else. They’re also often crutches we rely on as writers.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>If we take them out, we push ourselves to be more creative – a little constraint is healthy for generating new ideas. Do people really ‘discover’ the benefits of a product while they’re absentmindedly scrolling on their phone? If there really is ‘so much more’ to a new feature, what is it? Let’s tell people.</p></div></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/6tWmom5J0yfbSVHFYEMP89/d09e5c4e3f07fb631c6b0b2e2fe5efd5/avoid_literal_references_to_magic__1_.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/6tWmom5J0yfbSVHFYEMP89/d09e5c4e3f07fb631c6b0b2e2fe5efd5/avoid_literal_references_to_magic__1_.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/6tWmom5J0yfbSVHFYEMP89/d09e5c4e3f07fb631c6b0b2e2fe5efd5/avoid_literal_references_to_magic__1_.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="dont-make-literal-references-to-magic">Don't make literal references to magic</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>A great magician never reveals their secrets, and a great writer never goes for the obvious. That’s why we make an experience feel magical through careful craft and cultural nous, rather than phrases like ‘hey presto’ or trite references to magical schools.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Everyday magic has to feel effortless and unexpected. Dropping the wand emoji in or talking about how magical things are just undermines that.</p></div></div></div></div></div></div></div></div></div></section></div><div data-testid="generic-text-block" class="GenericTextBlock_genericTextBlock__Vclfa"><section class="Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textCenter__WvWTU paddingHorizontalAuto Block_paddingVerticalNone__65947 Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="spacing_vSpacing5__jkMGw"><h2 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-2 Title_center__fqUI_ Title_marginBottom__TiQqA" id="warm-wit">Warm wit</h2><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We add humour to our writing like a delicate seasoning; we don’t want it to be overpowering or distract from the main message. This means we can be funny, rather than that we have to be funny – less is more.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>This principle belongs almost exclusively in our brand and marketing writing, with the occasional surprise in the app.</p></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/2KIeiQ2qYHmdZMac9J6Hbw/de38a1989f620466f5929aaa92463a31/don-t_punch_down.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/2KIeiQ2qYHmdZMac9J6Hbw/de38a1989f620466f5929aaa92463a31/don-t_punch_down.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/2KIeiQ2qYHmdZMac9J6Hbw/de38a1989f620466f5929aaa92463a31/don-t_punch_down.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="make-people-feel-theyre-in-on-the-joke--dont-punch-down">Make people feel they're in on the joke – don't punch down</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We don't make jokes at other people's expense. While we can be gently sassy if it feels like the right thing to do, we're kind above all else.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We don’t put ourselves down either: we can be the butt of the joke, but we don’t want to make ourselves out to be a victim. We’re a big bank, we protect people’s money, and we shouldn’t come across like we’re reckless or not capable of handling that responsibility.</p></div></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/3VOFXQIklaIH30rdjZDxU2/4bf19427e1bc2356008561ac55b59ed5/add_a_pinch_of_humour.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/3VOFXQIklaIH30rdjZDxU2/4bf19427e1bc2356008561ac55b59ed5/add_a_pinch_of_humour.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/3VOFXQIklaIH30rdjZDxU2/4bf19427e1bc2356008561ac55b59ed5/add_a_pinch_of_humour.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="add-a-pinch-of-humour-not-a-dollop">Add a pinch of humour, not a dollop</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Even if the chance to make five excellent jokes is there, hold off and just pick the best one (or maybe two).</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Less is definitely more, and we never want our sense of humour to get in the way of the core message.</p></div></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/7cpT3XEHQWqB7O23HuSvn2/71e1db036cda12a54ac459daae6b3650/smart_asides.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/7cpT3XEHQWqB7O23HuSvn2/71e1db036cda12a54ac459daae6b3650/smart_asides.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/7cpT3XEHQWqB7O23HuSvn2/71e1db036cda12a54ac459daae6b3650/smart_asides.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="smart-asides-not-cheap-puns-and-cliches">Smart asides, not cheap puns and cliches</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We never want to make the really obvious joke – other people will have done that already. Asides shouldn’t get in the way of the main thing we’re trying to get across: think clever little side comments in brackets, or a quick note at the end of a sentence.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>The occasional pun is fine, but we don’t reach for the first thing that comes to mind. If it’s a pun you’ve heard ten times before, leave it alone. ('<em>Eggcellent</em>' at Easter, things '<em>all wrapped up</em>' at Christmas, and '<em>no tricks, just treats</em>' at Halloween are all off limits.)</p></div></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/6m9Ynx4XTVsr4OUWwzDh9G/a0ba3b4c4f73228a4150bc3861259fb8/be_self_assured.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/6m9Ynx4XTVsr4OUWwzDh9G/a0ba3b4c4f73228a4150bc3861259fb8/be_self_assured.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/6m9Ynx4XTVsr4OUWwzDh9G/a0ba3b4c4f73228a4150bc3861259fb8/be_self_assured.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="be-self-assured-but-never-arrogant">Be self-assured, but never arrogant</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We’re confident and in control: a fully regulated bank full of really smart people who care a lot and work really hard.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>But that confidence shouldn’t ever creep into arrogance – we don’t look down on our customers, or act as if we’re above them.</p></div></div></div></div></div></div></div></div></div></section></div><div><section class=" Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_primary__kY5xJ Section_auto__2Ub8u"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderLeftMd__hA7NI Block_orderLeftSm___aCOK Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_assetContainer__qkOth"><div class="TextAndImageSection_imageContainer__K6h9M"><picture><source type="image/avif" srcSet="https://images.ctfassets.net/ro61k101ee59/77AM1Ld3aUoVjqIK6Gyp9e/1d64c325e6514c0830741420011c8d2d/contextual_moments.png?w=800&q=75&fm=avif"/><source type="image/webp" srcSet="https://images.ctfassets.net/ro61k101ee59/77AM1Ld3aUoVjqIK6Gyp9e/1d64c325e6514c0830741420011c8d2d/contextual_moments.png?w=800&q=75&fm=webp"/><img src="https://images.ctfassets.net/ro61k101ee59/77AM1Ld3aUoVjqIK6Gyp9e/1d64c325e6514c0830741420011c8d2d/contextual_moments.png?w=800&q=75" alt="" width="400" loading="lazy"/></picture></div></div></div></div><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt Block_horizontalCenter__Hc_pi Block_verticalMiddle__vqNW5 Block_paddingHorizontalMedium__jHl0b Block_paddingVerticalMedium__5Q4LL Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_orderRightMd__320DP Block_orderRightSm__jfS86 Block_orderBottomXs__ziQdx"><div class="Block_contentContainer__CWeAy"><div class="TextAndImageSection_blockContainer__K26Sa"><div class="spacing_vSpacing10__Vw3Bl"><h3 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="contextual-moments-not-stereotypical-tropes">Contextual moments, not stereotypical tropes</h3><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>A good comedian knows their audience, and the right joke for the right moment.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We can crack a joke about how much you’re going to Greggs as part of Year in Monzo, because it’s a light-hearted experience where you’re expecting to see jokes. Making the same observation unprovoked at 3am wouldn’t feel the same.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>And since our humour ultimately comes from a place of kindness, it’s inclusive. We don’t make jokes about how Monzo is so simple “even your mum could use it”. And we don’t rely on unkind stereotypes, or make sweeping judgements about people that fall into a certain category of spending behaviours.</p></div></div></div></div></div></div></div></div></div></section></div><div data-testid="generic-text-block" class="GenericTextBlock_genericTextBlock__Vclfa GenericTextBlock_headerSection__2kt7Z"><section class="Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottomlarge__BQqcw"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottomlarge__BQqcw"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textCenter__WvWTU paddingHorizontalAuto Block_paddingVerticalNone__65947 Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE Block_noBottomSpacing__4UApD"><div class="Block_contentContainer__CWeAy"><div class="spacing_vSpacing5__jkMGw"><h1 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-2 Title_center__fqUI_ Title_marginBottom__TiQqA" id="how-we-sound-across-channels">How we sound across channels</h1><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We need to handle subtle and subjective things like humour and cultural references delicately. There’s always room for a little interpretation, but this guide should help you finetune your writing for different channels and audiences.</p></div></div></div></div></div></div></div></div></section></div><div data-testid="generic-text-block" class="GenericTextBlock_genericTextBlock__Vclfa"><section class="Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopmedium__YYeop Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopmedium__YYeop Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt paddingHorizontalAuto Block_paddingVerticalNone__65947 Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="spacing_vSpacing5__jkMGw"><h2 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="operational-comms">Operational comms</h2><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>(Emails, legal docs, web pages, notifications, in-app)</strong></p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>This is about giving people information, so clarity and kindness are the main focus. There’s an opportunity to elevate the mundane with a little bit of everyday magic or the very occasional little joke when we’re giving people straightforward updates, but be careful not to overdo it. If the news could be considered in any way negative, or if you’re in any doubt, just keep it simple.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>Straightforward kindness:</strong> Maxed out <strong>Everyday magic:</strong> Low <strong>Warm wit:</strong> None</p></div></div></div></div></div></div></div></div></section></div><div class="FullWidthImageSection_FullWidthImageSection__WG_4i"><img class="FullWidthImageSection_fullWidthImage__pcZyZ" src="https://images.ctfassets.net/ro61k101ee59/3JfR2bBGu4WVAVblxg54k6/d5cb6bf79f283732ac565264250ff58f/Magic_Link_App_screen__1_.png" alt="" width="2720" height="1264"/></div><div data-testid="generic-text-block" class="GenericTextBlock_genericTextBlock__Vclfa"><section class="Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt paddingHorizontalAuto Block_paddingVerticalNone__65947 Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="spacing_vSpacing5__jkMGw"><h2 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="customer-service">Customer service</h2><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>(In-app chat, Help content, self-serve flows)</strong></p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We want people to feel above all else that we’re on their side, and we’re here to help. So we dial up clarity and kindness to the max when people talk to us through the app. Our Help content and self-serve customer service experiences feel like a natural extension of that human interaction, too.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>Customer service often means dealing with sensitive or difficult situations, so there’s no place for warm wit – the risk of getting it wrong is greater than the benefit of getting it right. Everyday magic in customer service comes across in how effortless we make it for people to solve their issues, rather than being something to emphasise in our tone.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>Straightforward kindness:</strong> High <strong>Everyday magic:</strong> Low <strong>Warm wit:</strong> None</p></div></div></div></div></div></div></div></div></section></div><div class="FullWidthImageSection_FullWidthImageSection__WG_4i"><img class="FullWidthImageSection_fullWidthImage__pcZyZ" src="https://images.ctfassets.net/ro61k101ee59/6HNyDAi300t5Iv6bbTRk6x/ffa1187ffba48d3bd614969790d60466/Example_help_article__2_.png" alt="" width="2720" height="1264"/></div><div data-testid="generic-text-block" class="GenericTextBlock_genericTextBlock__Vclfa"><section class="Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt paddingHorizontalAuto Block_paddingVerticalNone__65947 Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="spacing_vSpacing5__jkMGw"><h2 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="marketing-comms">Marketing comms</h2><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>(Emails, web pages, notifications, in-app)</strong></p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>A balance of all three principles. The most important thing is that we engage our customers and get our main message across, so clarity and kindness are the top priority. But we want to make it worth people’s while to pay attention to what we have to say, so there’s plenty of space for warm wit and everyday magic too.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>This is easier in emails and web pages when we have the room to manoeuvre. In notifications where we don’t have many characters to play with, we’re happy to sacrifice wit to get the job done.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>Straightforward kindness:</strong> High <strong>Everyday magic:</strong> Medium <strong>Warm wit:</strong> Medium</p></div></div></div></div></div></div></div></div></section></div><div class="FullWidthImageSection_FullWidthImageSection__WG_4i"><img class="FullWidthImageSection_fullWidthImage__pcZyZ" src="https://images.ctfassets.net/ro61k101ee59/5gmWpl3vIFNGBQPtleCKgO/d35fa6bbed0e60d9bde5a458dfcd2607/Business_Banking_Email_-_Header.png" alt="" width="2720" height="1264"/></div><div data-testid="generic-text-block" class="GenericTextBlock_genericTextBlock__Vclfa"><section class="Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt paddingHorizontalAuto Block_paddingVerticalNone__65947 Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="spacing_vSpacing5__jkMGw"><h2 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="campaigns">Campaigns</h2><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>(Above and through-the-line campaigns)</strong></p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>These are our biggest personality moments. We want to stand out as much as possible, and connect with our audiences on an emotional level. We set the bar really high for ourselves to bring everyday magic and warm wit to the fore.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We still need to watch out for cultural relevance though: know your audience. If we’re going big and broad, a joke or reference that might land really well with some of our audience but offend another part won’t make the grade.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>Straightforward kindness:</strong> High <strong>Everyday magic:</strong> High <strong>Warm wit:</strong> High</p></div></div></div></div></div></div></div></div></section></div><div class="FullWidthImageSection_FullWidthImageSection__WG_4i"><img class="FullWidthImageSection_fullWidthImage__pcZyZ" src="https://images.ctfassets.net/ro61k101ee59/5ePGmu3j9JBpAY0g7dMjrk/d94e47b4035eaebb5acde7055a35bf85/Campaign_headline__1_.png" alt="" width="2720" height="1264"/></div><div data-testid="generic-text-block" class="GenericTextBlock_genericTextBlock__Vclfa"><section class="Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt paddingHorizontalAuto Block_paddingVerticalNone__65947 Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="spacing_vSpacing5__jkMGw"><h2 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="paid-social">Paid social</h2><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>(Paid ads)</strong></p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>While conversion is the main aim of the game with paid social, we don’t want to sacrifice our personality to achieve it. We want our sense of humour to come across, and we want people to feel like we really understand their everyday lives.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>Straightforward kindness:</strong> High <strong>Everyday magic:</strong> High <strong>Warm wit:</strong> High</p></div></div></div></div></div></div></div></div></section></div><div class="FullWidthImageSection_FullWidthImageSection__WG_4i"><img class="FullWidthImageSection_fullWidthImage__pcZyZ" src="https://images.ctfassets.net/ro61k101ee59/1M8Dg95rJ9E4C4OYeHZWIs/d2557cdc69625138b1b887518d4c0811/Paid_Social_ad__1_.png" alt="" width="2720" height="1264"/></div><div data-testid="generic-text-block" class="GenericTextBlock_genericTextBlock__Vclfa"><section class="Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Section_container__mkPCF Section_section__mRxGN Section_secondary__NxgD1 Section_auto__2Ub8u Section_paddingtopxxlarge__M7ZV5 Section_paddingbottommedium__Kc17e"><div class="Section_contentContainer__ciYat"><div class="Block_block__Q3GQF Block_transparent__FJxI6 Block_textLeft__FXaVt paddingHorizontalAuto Block_paddingVerticalNone__65947 Block_marginHorizontalAuto__JOVH_ Block_marginVerticalNone__DIokE"><div class="Block_contentContainer__CWeAy"><div class="spacing_vSpacing5__jkMGw"><h2 class="Title_title__6QR87 Title_primary__m7Tjj text-heading-3 Title_left___R_Ga Title_marginBottom__TiQqA" id="organic-social">Organic social</h2><div class="Markdown_Markdown__aEd_X Markdown_light__YcqB9" data-testid="markdown"><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>(Social media channels: TikTok, Instagram, LinkedIn, Threads and X)</strong></p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>These channels are what warm wit was made for. There’s no point being there if you don’t want to stand out and get people to engage with you, so organic social is where we have free (or at least the freest) reign to let our personality shine.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p>We’re still inclusive, and we’re still kind, but we can jump on fast-moving cultural trends and big moments that otherwise wouldn’t be universal enough for other spaces. And we can meet customers at their level and be playful because that’s an accepted part of the social media experience.</p></div><div class="Text_text__CSJ_O Text_marginBottom___UK4L"><p><strong>Straightforward kindness:</strong> High <strong>Everyday magic:</strong> High <strong>Warm wit:</strong> Maxed out</p></div></div></div></div></div></div></div></div></section></div><div class="FullWidthImageSection_FullWidthImageSection__WG_4i"><img class="FullWidthImageSection_fullWidthImage__pcZyZ" src="https://images.ctfassets.net/ro61k101ee59/5NmTOzX47EMh2UE6SJTN5N/c7b01f9346e1ecb0b6d48dcd2b062e53/Organic_social_posts__1_.png" alt="" width="2720" height="1264"/></div></main><div class="Footer_footerContainer__c1N4v Footer_forceDarkMode__Oimpe"><footer class="Footer_Footer__MDr8W Footer_forceDarkMode__Oimpe" role="menu"><div class="Footer_logo__tSFSn"><a role="menuitem" class="Footer_logoLink__gs4rX" data-monzoanalytics-action-id="link_clicked" 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We go out of our way to make complex things simple.\n\n\u003c/br\u003e\n\nThis applies all the time, to all the writing we do.","text2":"We transform the mundane with moments of unexpected delight. We celebrate and commiserate, and draw on universal experiences to connect with people.\n\n\u003c/br\u003e\n\nWe always look for ways to inject a little magic into the customer experience, but this mainly applies to our brand and marketing writing.","text3":"Humour is a delicate seasoning in our writing. We want people to feel part of the joke, not the target of it. And we avoid the obvious to keep things fresh.\n\n\u003c/br\u003e\n\nThis belongs almost exclusively in our brand and marketing writing, with the occasional surprise in the app.","title1":"Straightforward kindness","title2":"Everyday magic","title3":"Warm wit"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTriptych","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.189Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"7onrKL46eM5K7mpWypGyR7","locale":"en-GB","publishedVersion":32,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.189Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","paddingBottom":"Medium","paddingTop":"XXLarge","sectionName":"Straightforward kindness","sectionType":"Header","semanticHeading":"h2","textAlign":"Center","textCopy":"The thread that runs through all of our writing. We’re clear, inclusive, focused on the reader, and go out of our way to make complex things simple.\n\nNo matter what kind of writing you do at Monzo, you should always be following this principle.","title":"Straightforward kindness","titleColour":"Content: Primary","titleSize":"xlarge"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionGenericTextBlock","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.909Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"4vNGjt47JTunZvOoVSOjEu","locale":"en-GB","publishedVersion":25,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.909Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","desktopLayout":"Image On Right","header":"Focus on what matters to readers","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":49945},"fileName":"focusonwhatmatters.png","url":"//images.ctfassets.net/ro61k101ee59/6CCRhPWUbv0BuFnTKCNpjO/158b62e00d04c24ed6cbe0304b6d0519/focusonwhatmatters.png"},"title":"focusonwhatmatters"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.717Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"6CCRhPWUbv0BuFnTKCNpjO","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.717Z"}},"sectionName":"Focus on what matters to readers","textCopy":"Your first question before writing should be: “*What does my reader care about most?*”\n\nWe’re often tempted to explain why we’ve done something before what it actually is – especially if it’s an uncomfortable message. But are people more interested in our decision-making process, or how it affects them? (Hint: it’s almost always the latter.) We can explain our reasoning, but need to explain the impact first.\n\nPro tip: before you write, list out the main things your reader needs to know as bullet points. Once you’ve done that, you’ll probably find you’ve written most of what you needed to say. \n"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:19.753Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"01KkfXdWPsXsy4Pltf1cY6","locale":"en-GB","publishedVersion":36,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:19.753Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","desktopLayout":"Image On Left","header":"Be welcoming to everyone","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":53742},"fileName":"bewelcoming.png","url":"//images.ctfassets.net/ro61k101ee59/RP5b70igpglHihk09Rw9R/53e39909e1816c0a456744815ec25a8f/bewelcoming.png"},"title":"bewelcoming"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.749Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"RP5b70igpglHihk09Rw9R","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.749Z"}},"sectionName":"Be welcoming to everyone","textCopy":"We make sure our language is inclusive of everyone. We’re careful about idioms and colloquial references that might not be well understood by people who don’t have English as a first language. \n\nObviously there’s no place for anything racist, sexist or derogatory, but it goes beyond that. We also take care to avoid things like gendered or ableist language, cultural appropriation, or terms that have a history rooted in structural racism.\n"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.879Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"4jM1Q6sIVEvoiIi9ogP8xr","locale":"en-GB","publishedVersion":18,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.879Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"disclosureItems":[{"fields":{"content":"As an example, it’s pretty common in tech to use the terms ‘blacklist’ and ‘whitelist’, which is an idea rooted in racism – that white is superior to black. (We use ‘blocklist’ and ‘allowlist’ instead.)\n\nIt might seem pedantic to care about whether we occasionally say ‘blacklist’ or ‘blocklist’, but how we label things really matters. Psychologist Lera Boroditsky ran an experiment in 2009 that makes this point really well.\n\nShe told two groups of people that they were in charge of reducing crime in the fictional city of Addison. The scenarios were identical in every way except one: she told one group that crime was ‘preying on the city like a beast', and the other group that crime was ‘spreading through the city like a virus'.\n\nThe group who were given the beast ‘frame' were much more likely to propose things like more police and tougher sentencing. The group with the virus frame were much more likely to suggest social reform and education. People wanted to fight the beast, but they wanted to treat the virus.","title":"Labels matter more than you think"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureItem","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.001Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"5fjzaNnc7ZPlG242YSGU8i","locale":"en-GB","publishedVersion":2,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.001Z"}}],"title":"Labels matter more than you think"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureGroup","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.923Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"56n3yg3DDxgXkGmvPXSszK","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.923Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","header":"Swap formal words for normal ones","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":579,"width":483},"size":68750},"fileName":"Comparison Table - coloured BG.png","url":"//images.ctfassets.net/ro61k101ee59/O1ZBmLGZsPOOrvnYYnkWd/fc8df28c7cf534d619f5669b790bb154/Comparison_Table_-_coloured_BG.png"},"title":"Formal to normal list"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.747Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"O1ZBmLGZsPOOrvnYYnkWd","locale":"en-GB","publishedVersion":4,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.747Z"}},"sectionName":"Swap formal words for normal ones","textCopy":"Many ‘business writing’ words make us sound like a cold, faceless organisation, which is the last thing we want. The best test for this is to read what you’ve written out loud. Does it sound like language you’d ever actually use face to face? If not, some of these needlessly formal words might be the culprit.\n\nA quick aside on the whole ‘but’ thing: it’s totally fine to start a sentence with the word but. Or the words and, so and because. There’s never been a rule against it, and no grammar guide will tell you you can’t. We do it all the time when we talk, so it makes our writing feel more natural, too."},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.000Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"20SUxhai3voLEfgCSqp9Og","locale":"en-GB","publishedVersion":13,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.000Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"disclosureItems":[{"fields":{"content":"The Romans arrived in Britain about 2,000 years ago, and brought Latin with them. \n\nLatin became the language of people in charge, and it seeped into the foundations of legal writing (there's still a lot of it there today). Legal writing became the basis of all business writing, because writing was time-consuming and difficult, and you only bothered to write something down if it was important – like a contract.\n\nSo what we traditionally think of as ‘professional’ language is essentially words that have a Latin root (like ‘require’ or ‘provide’). Words we'd almost never say out loud, but which we write when we're trying to sound business-like.\n\nBut rather than making us sound smarter or more ‘professional', that language makes us sound cold and distant.","title":"A brief history of professional English"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureItem","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.097Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"6UeGFhWXkwSfz3iVpP4ZYg","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.097Z"}}],"title":"A brief history of professional English"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureGroup","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.175Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"7bxNOBzAOVctRdIAlz8JAW","locale":"en-GB","publishedVersion":2,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.175Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","desktopLayout":"Image On Left","header":"When we have to say sorry, say it sincerely","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":42171},"fileName":"When we have to say sorry.png","url":"//images.ctfassets.net/ro61k101ee59/4cqRHopoivcbnwBmycYZhA/2f44c2e10b24cf9d364f67ddfdd070f9/When_we_have_to_say_sorry.png"},"title":"When we have to say sorry"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.705Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"4cqRHopoivcbnwBmycYZhA","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.705Z"}},"sectionName":"When we have to say sorry, say it sincerely","textCopy":"The heart of good writing is empathy for the reader. When we’ve done something wrong, we own up to it and take responsibility. It’s never ‘We’d like to apologise’, it’s ‘We’re sorry’. But be careful not to over-apologise – we say sorry once like we mean it, and then we focus on what we’re doing to make things better.\n\nSometimes we have to give people news they won’t like, but we haven’t done anything wrong. In those cases, we shouldn’t say sorry. It can come across as insincere and frustrating for the reader.\n\nWhen we’re talking about difficult subjects or bad news, watch out for your language getting more formal too. When the subject is sensitive, that’s even more reason to focus on being warm and easy to understand.\n"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.234Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"GNAfplU5GolU23sL4HqY5","locale":"en-GB","publishedVersion":10,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.234Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"disclosureItems":[{"fields":{"content":"Sometimes we worry that writing clearly and simply can mean we lose authority, especially when we're dealing with serious topics. That's largely because it's just what we're used to: when organisations get serious, their language gets formal. It's how you know this is A Big Deal.\n\nIn 2010, US attorney Sean Flammer ran an experiment. He asked 800 judges to side with either a traditional ‘legalese' argument, or one in what he called ‘plain English'.\n\nThe judges overwhelmingly preferred the plain English version (66% to 34%), and that preference held no matter their age or background. Here's an interesting extract from Flammer's findings:\n\n*“The results indicate that the participants found the Legalese passage to be less persuasive than the Plain English version. The respondents also believed the Plain English author was more believable, better educated, and worked for a prestigious law firm.”*","title":"Serious isn't the same as formal"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureItem","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.684Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"38dPCgALsoqLBZedHzxa7l","locale":"en-GB","publishedVersion":2,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.684Z"}}],"title":"Serious isn't the same as formal"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsDisclosureGroup","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:21.117Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"6ZOWknNjlBfYxSPfbv4SB6","locale":"en-GB","publishedVersion":2,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:21.117Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","desktopLayout":"Image On Right","header":"Watch out for jargon","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":61046},"fileName":"Watch out for jargon.png","url":"//images.ctfassets.net/ro61k101ee59/vRYYLwZyuBeXMXipVjTWY/4b4221a041131f8d5c2fa13dd391ec67/Watch_out_for_jargon.png"},"title":"Watch out for jargon"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.751Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"vRYYLwZyuBeXMXipVjTWY","locale":"en-GB","publishedVersion":3,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.751Z"}},"sectionName":"Watch out for jargon","textCopy":"It’s our job to make the complex simple – so there’s no room at all for unexplained financial jargon. On the rare occasions where we do have to use technical terms, we’re precise about what we mean to help people who aren’t familiar with the subject. \n\nKeep an eye out for acronyms or terminology that makes perfect sense to you, but might not be clear to people outside Monzo (or inside, for that matter – this principle applies to our internal communications too).\n\nJargon in itself isn’t a bad thing: a shared understanding of specific terms helps us get things done faster. But we almost always overestimate how much other people know. We’re all susceptible to what psychologist Steven Pinker calls ‘the curse of knowledge’: when you’re an expert in something, and you're surrounded by experts in the same thing, it gets harder to remember how much of what you know is specialist.\n"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.808Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"49yNjzc5v1J22mu5duHRj8","locale":"en-GB","publishedVersion":12,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.808Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Primary","containerColor":"Background: Primary","desktopLayout":"Image On Left","header":"Avoid ambiguity: write in the active voice","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":579,"width":483},"size":74438},"fileName":"Avoid ambiguity.png","url":"//images.ctfassets.net/ro61k101ee59/4moQUR6NVaxxJ948s4Tzi6/976e82efb405a7bd6b03f09796b6cc45/Avoid_ambiguity.png"},"title":"Passive vs active"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.707Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"4moQUR6NVaxxJ948s4Tzi6","locale":"en-GB","publishedVersion":4,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.707Z"}},"sectionName":"Avoid ambiguity: write in the active voice","textCopy":"There’s a funny thing that happens to our writing when we're giving bad news, or talking about processes. We slip into what’s called the ‘passive' voice, which basically means we don’t say who’s responsible for something.\n\nWe use the passive voice partly because we're unconsciously distancing ourselves from the message. But that's not fair for the reader, and what they need always comes first.\n\nThere might be rare occasions where we deliberately don't want to say who's responsible for something, but we usually slip into the passive by accident. So make sure you've got a really good reason for using it if you do.\n"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.102Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"2KmTWPl5FpScxsHd6ri3xU","locale":"en-GB","publishedVersion":26,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.102Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Secondary","containerColor":"Background: Secondary","paddingBottom":"Medium","paddingTop":"XXLarge","sectionName":"Everyday magic","sectionType":"Default","semanticHeading":"h2","textAlign":"Center","textCopy":"We add magical touches to our writing and elevate the mundane every day. That could mean a bold flourish, or a moment of delight where our customers least expect it. (It doesn’t mean using the ‘language’ of magic.)\n\nWe draw on universal experiences to connect with our audiences. And we pause to celebrate little wins or commiserate frustrating moments everyone experiences in their financial lives, without being patronising.\n\nWe look for ways to inject a little everyday magic throughout the customer experience, but mainly this belongs to our brand and marketing writing.","title":"Everyday magic","titleColour":"Content: Primary","titleSize":"xlarge"},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionGenericTextBlock","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.375Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"2LKk8B863ufpHmz2lHgHFt","locale":"en-GB","publishedVersion":15,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.375Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Secondary","containerColor":"Background: Secondary","desktopLayout":"Image On Right","header":"Celebrate the little wins","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":64566},"fileName":"Celebrate the little wins (1).png","url":"//images.ctfassets.net/ro61k101ee59/Jvo6GLNuhYbKEIW1wgF2Q/d1451a7e856b53f4c0605de6c9383dfe/Celebrate_the_little_wins__1_.png"},"title":"Celebrate the little wins"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.745Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"Jvo6GLNuhYbKEIW1wgF2Q","locale":"en-GB","publishedVersion":6,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.745Z"}},"sectionName":"Celebrate the little wins","textCopy":"A routine task like opening a joint account can be just that – or it can be a moment to celebrate two people taking a big step. \n\nSo be on the lookout for opportunities to introduce delight where it might be unexpected, but welcome. We want to share people's delight in the seemingly small steps that add up to big progress."},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:20.713Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"3WPlNhokKlw0vhmSsO8T6S","locale":"en-GB","publishedVersion":12,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:20.713Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"backgroundColor":"Background: Secondary","containerColor":"Background: Secondary","desktopLayout":"Image On Left","header":"Use vivid words \u0026 delightful wordplay","image":{"fields":{"description":"","file":{"contentType":"image/png","details":{"image":{"height":1158,"width":966},"size":36808},"fileName":"Use vivid words \u0026 delightful wordplay (1).png","url":"//images.ctfassets.net/ro61k101ee59/3Ub9mx9X20JzHucTBahiUf/89d5019148972db1012bd01273b4001c/Use_vivid_words___delightful_wordplay__1_.png"},"title":"Use vivid words \u0026 delightful wordplay"},"metadata":{"concepts":[],"tags":[]},"sys":{"createdAt":"2024-05-15T16:36:19.695Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"3Ub9mx9X20JzHucTBahiUf","locale":"en-GB","publishedVersion":6,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Asset","updatedAt":"2024-05-15T16:36:19.695Z"}},"sectionName":"Use vivid words \u0026 delightful wordplay","textCopy":"\n__Vivid and unexpected word choices__\n\nReplace tired, generic adjectives with words that bring zest to your writing. One considered word choice can make a big impact. Why *pay your bills more easily* when you can *tame* them.\n\n\u003c/br\u003e\n\n__Metaphors and idioms__\n\nIf you can find a creative way to say something that delivers more than one layer of meaning, go for it. But this shouldn’t detract from the message or alienate people whose first language isn’t English. Any metaphors and idioms should be easy to understand at first glance.\n\n\u003c/br\u003e\n\n__Alliteration and internal rhyme__\n\nLinguistic tools like rhyming can make copy catchier and more memorable (although it’s important not to overdo it). And alliteration (when a series of words begin with the same sound) creates a satisfying sense of rhythm for the reader. 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When we celebrate the social side or call out the annoying parts, we show people they’re not alone in their experience. It’s part of how we connect with our customers in an empathetic way. \n\nHere are some moments you might draw on, and the underlying emotions that power them."},"metadata":{"concepts":[],"tags":[]},"sys":{"contentType":{"sys":{"id":"cmsSectionTextImage","linkType":"ContentType","type":"Link"}},"createdAt":"2024-05-15T16:36:19.985Z","environment":{"sys":{"id":"master","linkType":"Environment","type":"Link"}},"id":"1ydDggxmwsUwUnAewjinHg","locale":"en-GB","publishedVersion":16,"revision":1,"space":{"sys":{"id":"ro61k101ee59","linkType":"Space","type":"Link"}},"type":"Entry","updatedAt":"2024-05-15T16:36:19.985Z"}}},"nodeType":"embedded-entry-block"},{"content":[],"data":{"target":{"fields":{"disclosureItems":[{"fields":{"content":"People often find money incredibly stressful. It can trigger feelings of failure or shame, or impact their mental health. 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