01 INTRODUCTION / TONE OF VOICE MESSAGING VARIATIONS In a general sense, our messaging can be divided into three tiers We speak the universal feeling that will influence the way we write and which audience we aim Imagine you’re an of Discord with a metaphorical THAT to reflect and connect with: astronaut and layer that transforms our copy DISCORD stumble on others FEELING into conversation starters Brand lines hanging out in space. between friends. These lines are the brand speaking. OMG IT’S SENTIENT! Not quite, but written by Discord to support the “Imagine a Place” brand narrative and address the general feeling or features of Discord. User quotes Community Quotes are… ummm… just that? They’re quotes Using community-specific lingo IMAGINE A PLACE generated from our community in events like Snowsgiving, to craft copy with witticism and COMMUNITY WHERE YOU CAN HANG Workshops and through specific server initiated events. double meaning, making it BELONGING WITH FRIENDS MINUS These lines truly reflect the belief that Discord is something understood universally THE BUNK BEDS. different to everyone. And that’s OK! Because that means we while it nods to the edges. can all find belonging on Discord. Clever and playful twists Imagine a place to on functional benefits and PRODUCT enjoy cookies core product features, VALUE without spilling addressing the value it your data. brings to our user’s lives. Download Messaging Guidelines d or Disc 12