Language
Language
Language
Language
Language
Introduction
How we sound matters just as much as how we look. EDL’s language guide defines how we communicate our way. It captures the nuances of our voice, tone, and style, ensuring every message lands with clarity and impact.
Introduction
How we sound matters just as much as how we look. EDL’s language guide defines how we communicate our way. It captures the nuances of our voice, tone, and style, ensuring every message lands with clarity and impact.
Introduction
How we sound matters just as much as how we look. EDL’s language guide defines how we communicate our way. It captures the nuances of our voice, tone, and style, ensuring every message lands with clarity and impact.
Introduction
How we sound matters just as much as how we look. EDL’s language guide defines how we communicate our way. It captures the nuances of our voice, tone, and style, ensuring every message lands with clarity and impact.
Introduction
How we sound matters just as much as how we look. EDL’s language guide defines how we communicate our way. It captures the nuances of our voice, tone, and style, ensuring every message lands with clarity and impact.
Introduction
How we sound matters just as much as how we look. EDL’s language guide defines how we communicate our way. It captures the nuances of our voice, tone, and style, ensuring every message lands with clarity and impact.
Key themes
Key themes
Key themes
Key themes
Key themes
01
Philosophy
Design is a strategic advantage, not a final layer. We embed into product teams to move fast, solve real problems, and deliver measurable impact. Our focus is on momentum, clarity, and results—working side by side with teams to help them test, differentiate, and make better decisions, quicker.
35%
of our communication
01
Philosophy
Design is a strategic advantage, not a final layer. We embed into product teams to move fast, solve real problems, and deliver measurable impact. Our focus is on momentum, clarity, and results—working side by side with teams to help them test, differentiate, and make better decisions, quicker.
35%
of our communication
01
Philosophy
Design is a strategic advantage, not a final layer. We embed into product teams to move fast, solve real problems, and deliver measurable impact. Our focus is on momentum, clarity, and results—working side by side with teams to help them test, differentiate, and make better decisions, quicker.
35%
of our communication
01
Philosophy
Design is a strategic advantage, not a final layer. We embed into product teams to move fast, solve real problems, and deliver measurable impact. Our focus is on momentum, clarity, and results—working side by side with teams to help them test, differentiate, and make better decisions, quicker.
35%
of our communication
01
Philosophy
Design is a strategic advantage, not a final layer. We embed into product teams to move fast, solve real problems, and deliver measurable impact. Our focus is on momentum, clarity, and results—working side by side with teams to help them test, differentiate, and make better decisions, quicker.
35%
of our communication
02
Our expertise
Category-leading product design, specialising in UX, UI, and visual design for complex enterprise software. We are a highly specialised studio that delivers high-quality work on short deadlines, using scalable design systems, motion, and memorable visuals to create standout experiences in saturated markets.
30%
of our communication
02
Our expertise
Category-leading product design, specialising in UX, UI, and visual design for complex enterprise software. We are a highly specialised studio that delivers high-quality work on short deadlines, using scalable design systems, motion, and memorable visuals to create standout experiences in saturated markets.
30%
of our communication
02
Our expertise
Category-leading product design, specialising in UX, UI, and visual design for complex enterprise software. We are a highly specialised studio that delivers high-quality work on short deadlines, using scalable design systems, motion, and memorable visuals to create standout experiences in saturated markets.
30%
of our communication
02
Our expertise
Category-leading product design, specialising in UX, UI, and visual design for complex enterprise software. We are a highly specialised studio that delivers high-quality work on short deadlines, using scalable design systems, motion, and memorable visuals to create standout experiences in saturated markets.
30%
of our communication
02
Our expertise
Category-leading product design, specialising in UX, UI, and visual design for complex enterprise software. We are a highly specialised studio that delivers high-quality work on short deadlines, using scalable design systems, motion, and memorable visuals to create standout experiences in saturated markets.
30%
of our communication
03
Industry niche
Our niche is specialised digital product design and branding for B2B companies, combining strong UX and UI expertise with strategic consulting.
We position ourselves as a high-impact studio that helps businesses differentiate within their industries through thoughtful branding and expert design execution. With an adaptive mindset, we align with emerging niches, ensuring relevance and innovation in rapidly evolving markets.
20%
of our communication
03
Industry niche
Our niche is specialised digital product design and branding for B2B companies, combining strong UX and UI expertise with strategic consulting.
We position ourselves as a high-impact studio that helps businesses differentiate within their industries through thoughtful branding and expert design execution. With an adaptive mindset, we align with emerging niches, ensuring relevance and innovation in rapidly evolving markets.
20%
of our communication
03
Industry niche
Our niche is specialised digital product design and branding for B2B companies, combining strong UX and UI expertise with strategic consulting.
We position ourselves as a high-impact studio that helps businesses differentiate within their industries through thoughtful branding and expert design execution. With an adaptive mindset, we align with emerging niches, ensuring relevance and innovation in rapidly evolving markets.
20%
of our communication
03
Industry niche
Our niche is specialised digital product design and branding for B2B companies, combining strong UX and UI expertise with strategic consulting.
We position ourselves as a high-impact studio that helps businesses differentiate within their industries through thoughtful branding and expert design execution. With an adaptive mindset, we align with emerging niches, ensuring relevance and innovation in rapidly evolving markets.
20%
of our communication
03
Industry niche
Our niche is specialised digital product design and branding for B2B companies, combining strong UX and UI expertise with strategic consulting.
We position ourselves as a high-impact studio that helps businesses differentiate within their industries through thoughtful branding and expert design execution. With an adaptive mindset, we align with emerging niches, ensuring relevance and innovation in rapidly evolving markets.
20%
of our communication
04
Company culture
Our culture is collaborative, transparent, and ego-free, with a flat hierarchy and an international, passionate team. We value well-being, open communication, and enjoying time together, fostering a supportive and inclusive work environment.
15%
of our communication
04
Company culture
Our culture is collaborative, transparent, and ego-free, with a flat hierarchy and an international, passionate team. We value well-being, open communication, and enjoying time together, fostering a supportive and inclusive work environment.
15%
of our communication
04
Company culture
Our culture is collaborative, transparent, and ego-free, with a flat hierarchy and an international, passionate team. We value well-being, open communication, and enjoying time together, fostering a supportive and inclusive work environment.
15%
of our communication
04
Company culture
Our culture is collaborative, transparent, and ego-free, with a flat hierarchy and an international, passionate team. We value well-being, open communication, and enjoying time together, fostering a supportive and inclusive work environment.
15%
of our communication
04
Company culture
Our culture is collaborative, transparent, and ego-free, with a flat hierarchy and an international, passionate team. We value well-being, open communication, and enjoying time together, fostering a supportive and inclusive work environment.
15%
of our communication
Tone of voice
EDL’s tone of voice is confident, conversational, and to the point, designed to make complex ideas clear, engaging, and actionable. We communicate with a strong point of view, cutting through noise with direct, no-fluff language.
Our style is approachable and human, keeping things natural, never stiff or overly polished. We balance clarity with energy, ensuring our messages are easy to digest while keeping the reader interested.
Playfulness is welcome, but it’s always purposeful—helping ideas land, not adding unnecessary fluff.
Tone of voice
EDL’s tone of voice is confident, conversational, and to the point, designed to make complex ideas clear, engaging, and actionable. We communicate with a strong point of view, cutting through noise with direct, no-fluff language.
Our style is approachable and human, keeping things natural, never stiff or overly polished. We balance clarity with energy, ensuring our messages are easy to digest while keeping the reader interested.
Playfulness is welcome, but it’s always purposeful—helping ideas land, not adding unnecessary fluff.
Tone of voice
EDL’s tone of voice is confident, conversational, and to the point, designed to make complex ideas clear, engaging, and actionable. We communicate with a strong point of view, cutting through noise with direct, no-fluff language.
Our style is approachable and human, keeping things natural, never stiff or overly polished. We balance clarity with energy, ensuring our messages are easy to digest while keeping the reader interested.
Playfulness is welcome, but it’s always purposeful—helping ideas land, not adding unnecessary fluff.
Tone of voice
EDL’s tone of voice is confident, conversational, and to the point, designed to make complex ideas clear, engaging, and actionable. We communicate with a strong point of view, cutting through noise with direct, no-fluff language.
Our style is approachable and human, keeping things natural, never stiff or overly polished. We balance clarity with energy, ensuring our messages are easy to digest while keeping the reader interested.
Playfulness is welcome, but it’s always purposeful—helping ideas land, not adding unnecessary fluff.
Tone of voice
EDL’s tone of voice is confident, conversational, and to the point, designed to make complex ideas clear, engaging, and actionable. We communicate with a strong point of view, cutting through noise with direct, no-fluff language.
Our style is approachable and human, keeping things natural, never stiff or overly polished. We balance clarity with energy, ensuring our messages are easy to digest while keeping the reader interested.
Playfulness is welcome, but it’s always purposeful—helping ideas land, not adding unnecessary fluff.
Tone of voice
EDL’s tone of voice is confident, conversational, and to the point, designed to make complex ideas clear, engaging, and actionable. We communicate with a strong point of view, cutting through noise with direct, no-fluff language.
Our style is approachable and human, keeping things natural, never stiff or overly polished. We balance clarity with energy, ensuring our messages are easy to digest while keeping the reader interested.
Playfulness is welcome, but it’s always purposeful—helping ideas land, not adding unnecessary fluff.
Tagline
Your strategic design partner
Tagline
Your strategic design partner
Tagline
Your strategic design partner
Tagline
Your strategic design partner
Tagline
Your strategic design partner
Tagline
Your strategic design partner
Rules
Rules
Rules
Rules
Rules
Rules
Do
Dont
Do
Dont
Do
Dont
Do
Dont
Do
Dont
Use British English for consistency
Avoid US English
Use British English for consistency
Avoid US English
Use British English for consistency
Avoid US English
Use British English for consistency
Avoid US English
Use British English for consistency
Avoid US English
Write in sentence case
No camel case in headlines
Write in sentence case
No camel case in headlines
Write in sentence case
No camel case in headlines
Write in sentence case
No camel case in headlines
Write in sentence case
No camel case in headlines
Keep it simple, short, and fluff-free
Overuse of AI-generated phrasing
Keep it simple, short, and fluff-free
Overuse of AI-generated phrasing
Keep it simple, short, and fluff-free
Overuse of AI-generated phrasing
Keep it simple, short, and fluff-free
Overuse of AI-generated phrasing
Keep it simple, short, and fluff-free
Overuse of AI-generated phrasing
Short sentences, line breaks, and clear formatting
Avoid long paragraphs
Short sentences, line breaks, and clear formatting
Avoid long paragraphs
Short sentences, line breaks, and clear formatting
Avoid long paragraphs
Short sentences, line breaks, and clear formatting
Avoid long paragraphs
Short sentences, line breaks, and clear formatting
Avoid long paragraphs
Be direct and engaging
Don’t use long, exaggerated adjectives
Be direct and engaging
Don’t use long, exaggerated adjectives
Be direct and engaging
Don’t use long, exaggerated adjectives
Be direct and engaging
Don’t use long, exaggerated adjectives
Be direct and engaging
Don’t use long, exaggerated adjectives
Avoid excessive technical acronyms
Avoid overly casual or childish wording
Avoid excessive technical acronyms
Avoid overly casual or childish wording
Avoid excessive technical acronyms
Avoid overly casual or childish wording
Avoid excessive technical acronyms
Avoid overly casual or childish wording
Avoid excessive technical acronyms
Avoid overly casual or childish wording
Use consistent terminology
Don't mix terminology
Use consistent terminology
Don't mix terminology
Use consistent terminology
Don't mix terminology
Use consistent terminology
Don't mix terminology
Use consistent terminology
Don't mix terminology
Only use dots in headlines if there’s a verb
Only use dots in headlines if there’s a verb
Only use dots in headlines if there’s a verb
Only use dots in headlines if there’s a verb
Only use dots in headlines if there’s a verb
Mention companies when relevant
Mention companies when relevant
Mention companies when relevant
Mention companies when relevant
Mention companies when relevant