Voice & Tone v1.0
brand.3cosystem.net/voice
Writing for the 3cosystem
One parent voice. Ten surface tones. Every word across the ecosystem should feel like it came from the same family — confident, warm, cooperative — while adapting to each surface's personality.
Foundation
Writing Principles
These five principles apply to every word written for any surface in the 3cosystem, from button labels to marketing headlines.
01
People, Not Users
Say "you" and "your community." Never say "users," "accounts," or "subscribers." People are people.
02
Active, Not Passive
"You earned 40 tokens" — not "40 tokens were credited to your account." The subject acts.
03
Clear, Not Clever
Clarity beats wit. If a joke makes the meaning even slightly ambiguous, cut it. Understanding is the goal.
04
Warm, Not Corporate
Contractions are fine. "You're" beats "you are." "We're" beats "we are." Write like you speak to a friend.
05
Honest, Not Hype
No superlatives without evidence. "The best" and "revolutionary" are banned. State what it does, not what you wish it was.
R3SET Parent
The R3SET Voice
The parent voice is the foundation. Every surface inherits these traits, then layers its own personality on top.
Confident
We know what we stand for. No hedging, no "we think maybe."
Warm
Approachable, never cold or transactional. People feel welcomed.
Cooperative
"We" and "together" appear often. Competition language is absent.
Direct
Short sentences. Active voice. Say what you mean, then stop.
Grammar Rules
Per-Surface
Surface Tone Map
Each surface adapts the parent voice to match its domain. The tone shifts, but the underlying warmth and directness remain constant.
Examples
Do / Don't by Surface
Select a surface to see concrete examples of copy that fits — and copy that doesn't.
✓Do
"You just matched with someone who shares your spark for community design."
"Ready to meet your next collaborator?"
"Three people are waiting to connect with you."
✕Don't
"A new match has been assigned to your account."
"User profile #4829 is compatible with your parameters."
"Click here to network with professionals."
Sample Copy for M3ET
Empty state"No matches yet — but the right one is out there. Keep swiping."
Push notification"Someone just said yes to collaborating with you."
Onboarding CTA"Tell us what lights you up. We'll find people who get it."
Patterns
Copy Patterns
Reusable sentence structures that work across any surface. Swap in surface-specific vocabulary while keeping the rhythm.
Celebration
You just [action]. [Affirming statement].
"You just matched with 3 new collaborators. The right room is forming."
"You just completed your first lesson. That took courage."
"You just hosted your first event. 12 people showed up because of you."
Empty State
[Acknowledge the emptiness]. [Hopeful nudge].
"No matches yet — but the right one is out there. Keep swiping."
"No stories yet. Your narrative is waiting — just begin."
"No transactions yet. Tokens are earned through contribution."
Error / Failure
[What happened]. [What to do next].
"That didn't go through. Try again, or reach out if it keeps happening."
"We couldn't load your matches. Check your connection and refresh."
"Something broke on our end. We're looking into it."
Confirmation
[Action confirmed]. [What it means].
"RSVP confirmed. The event gets better because you're there."
"Payment sent. 100% goes directly to the creator."
"Story published. You just shared something real."
Nudge / Re-engagement
[Low-pressure observation]. [Invitation, not demand].
"It's been a while. Your community is still here when you're ready."
"3 people viewed your profile this week. Curious?"
"Your streak reset. You don't. Pick back up whenever."
Onboarding
[Ask what matters to them]. [Promise to help].
"Tell us what lights you up. We'll find people who get it."
"What do you want to understand better? Start there."
"Tell us what your community needs. We'll help you fund it."
Interface
UX Writing Rules
Guidelines for labels, buttons, tooltips, errors, and every piece of micro-copy inside the product.
Button Labels
- ·Verb-first: "Save changes", "Send message"
- ·Max 3 words for primary actions
- ·Never "Submit" — too generic. Say what it does.
- ·Destructive: "Delete" not "Remove" (be honest)
Error Messages
- ·Say what happened, then what to do
- ·Never blame the person: "That didn't work" not "You entered it wrong"
- ·No error codes in UI (log them, don't show them)
- ·Offer a way forward: retry, contact, or workaround
Empty States
- ·Acknowledge the void — don't pretend it's fine
- ·Offer a clear next action
- ·Keep the surface tone (playful for M3ET, calm for R3CHARGE)
- ·Never: "No data" or "Nothing to display"
Tooltips & Help
- ·One sentence max — if it needs more, use a help page
- ·Explain why, not just what
- ·No period at the end of single-sentence tooltips
- ·Avoid jargon — if the tooltip needs a tooltip, rewrite it
Loading States
- ·"Finding your matches..." not "Loading..."
- ·Be specific about what's happening
- ·After 3s: "This is taking longer than usual"
- ·After 10s: offer a retry or explain the delay
Confirmation Dialogs
- ·Question as title: "Delete this event?"
- ·Consequence in body: "This can't be undone"
- ·Buttons match the action: "Delete" / "Keep"
- ·Never "OK" / "Cancel" — too ambiguous
Character Limits
Dictionary
3cosystem Vocabulary
Words we use, words we avoid, and words that mean something specific in our context.
✓Preferred
you / your communityalways
peoplewhen referring to humans on the platform
collaboratorsomeone you work with
matcha connection made through M3ET
surfacean individual platform in the 3cosystem
contribute / contributionhow value is created
earnhow tokens are acquired
practicehealth/wellness framing (not "routine")
communitya group of connected people
story / narrativepersonal expression (SP3AK)
✕Avoided
users / accountsdehumanizing
subscribers / customerstransactional framing
contentsay "story," "post," or "lesson" instead
leverage / utilizecorporate jargon
disrupt / revolutionaryempty hype
the best / #1 / world-classsuperlatives without evidence
simple / easywhat's easy for you may not be for them
just"just click here" — minimizes effort
pleasein error messages (sounds passive-aggressive)
synergy / ecosystem**we say "3cosystem" — never generic "ecosystem"