Proximus design systemPlease don't forget to read Usage part of each element.
Copywriting
Inconsistencies in grammar and style interrupt concentration. Help users focus on your product by following these guidelines and applying them consistently.
How do we address our customers?
PROX tone of voice
A unique brand like Proximus deserves a unique voice. One that adds more than just a pinch of grit and guts to everything we say and write. Because as a brand, we sound anything but boring - "Think possible", remember? Here are our 4 tone of voice principles:
- Personal
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We speak from one human to another, always with the benefits for our customers in mind.
- Resolute
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Our tone is clear and determined, never harsh or arrogant. Our confidence inspires trust and puts people at ease.
- Optimistic
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We believe in technology ("Think possible") & we're convinced there's always a constructive solution to any situation or question.
- Xylophonic
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Every now and then, we lighten things up with a playful note and a refreshing twist.
Curious for more?
Great, check the tone of voice guidelines and practical examples in every language!
The copy style guide is the reference for all the copy that you include in your components and pages.
You can find there several guidelines on how the write a word, how to use amount, date and number notations, which product names (not) to use, …
By applying the copy style guidelines, our customers will recognize our tone of voice, will be more confident thanks to trustful, consistent, and recognizable content patterns.
Check the Copy Style Guide and its terminology list