There’s more to our language than a couple of adjectives tacked onto the end of an 80-page brand manual.
That kind of thing just becomes impractical. By its very nature, it becomes incredibly subjective. ‘Professional’ to someone can easily mean ‘formal’ to someone else.
Language is a very delicate thing. We need to ensure our language is as practical and helpful as possible.
And then add a dash of personality to bring it to life. We’re not talking with the dead