Brand voice guidelines

An experienced and compassionate business partner
We use a conversational voice and play with language to bring joy to the workplace.
We are plainspoken, genuine, and a bit quirky.
We prefer subtle, dry humor.

Scenario #1:

GuerillaBox needs five error messages for their signup screen:

Invalid email
Email already exists
Invalid password (passwords must be a least eight characters long and contain at least one number)
Invalid username
Username already exists

Copy Doc + Rationale

Error message: Invalid email

Helper text included below email field	Trigger	Copy exploration	Recommendation	Rationale
None	User enters an invalid email address (missing @ symbol, domain, or username portion of the email address).	a) Oops, that email’s invalid. Check for typos and try again.

b) Enter a valid email address in the format: [email protected]

c) That email doesn’t look right. Check for typos. | Enter a valid email address in the format: [email protected] | Option b seems most likely to prevent future errors since it provides a clear example of what the proper email structure should be. |

Error message: Email already exists

Helper text included below email field	Trigger	Copy exploration	Recommendation	Rationale
None	User enters an email that is associated with an existing account.	a) This email is already associated with an account. Want to log in?

b) Hey, we recognize this email! Want to log in?

c) Whoa, déjà vu! We’ve seen this email before. Want to log in?

d) An account with this email already exists. If it’s yours, log in. | This email is already associated with an account. Want to log in? | It’s possible the user already has an account and has forgotten, or accidentally clicked “Sign up” instead of “Log in”, so this gives them a shortcut to log in. |