What it means The primar y benefit of our product is t he myriad ways in which Bolt makes checkout easy. We reinforce t his benefit tonally, leveraging a laid back writing style t hat captures t he feeling of using t he product. 

 Wit h t his in mind, we avoid coming across as aloof or casual. We care about our customers’ businesses—we can’ t be 
 seen as DGAF or disinterested. How it affects our writing Keep it breezy. We take a relaxed tack to our writing, embracing simple explanations and an informal style. Avoid hamfisted metaphor or overly cooked copy lines. Make t houghtful (but cautious) use of slang. Comfortably at ease ToV Principle Three 30 Introduction Strategy Logo Color Typography Ar t Direction Illustration Iconography Expressions Components Motion Contact Tone of Voice