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Trinsic Brand and Style Guide
Trinsic Brand + Style Guide
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Trinsic Brand Messaging
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Tone & Voice

Our voice evokes a “general practitioner with a good bedside manner”
authoritative and knowledgable, but colloquial and friendly with dry wit
tone is clear and straightforward, free from jargon or “big” terms whenever possible
Economy of language
UX example:
✅ “hold still” vs. 🚫 “remain motionless”

We are

Authoritative
Encouraging
Knowledgable

We are not

Macho
Sarcastic

When writing and developing content, keep the following in mind:

Use active language; avoid passive.
Avoid jargon; write plainly.
Avoid too many metaphors; be direct.
Use positive language; avoid negative words.
It should go without saying, but it’s still worth stating: Never use exclusionary terms, cultural appropriation, ableist or misgendering language, or anything that could be interpreted as a slur. If you’re on the fence about whether you’re using something that could be taken as offensive, inflammatory or exclusionary, find another word.

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