Writer and creative consultant
Writer and creative consultant
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There’s more to our language than a few adjectives

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

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