Language
How we sound matters as much as how we look. This page defines how EDL communicates: the themes we return to, the tone we use, and the rules we write by.
Key themes
Four themes, weighted by how much of our communication they should take up.
Philosophy, 35%. Design is infrastructure, not a final layer. A design system that is not machine-readable is already behind. We embed into product teams to move fast, solve real problems and deliver measurable impact.
Our expertise, 30%. Design systems, UX research and product design for complex B2B software, delivered through a design engineering lens. We design and build production front-end code. Our proof is in the numbers.
Industry niche, 20%. B2B SaaS with serious technical complexity. Enterprise tools, platforms and admin consoles, often in proptech, fintech, martech and network management. Mostly scale-ups, mostly Nordic.
Company culture, 15%. Collaborative, transparent and ego-free, with a flat hierarchy and an international team. Small by design, so every partner works with senior people.
Tone of voice
Confident, conversational, to the point.
A strong point of view. Direct, no-fluff language that cuts through noise.
Approachable and human. Natural, never stiff or overly polished.
Playful only when it helps an idea land, never for its own sake.
Tagline
Copenhagen’s top B2B design system specialists.
Rules: do
Use British English for consistency.
Write in sentence case.
Keep it simple, short and fluff-free.
Use short sentences, line breaks and clear formatting.
Be direct and engaging.
Use consistent terminology.
Only use full stops in headlines if there is a verb.
Mention companies by name when relevant.
Rules: do not
Do not use US English.
Do not use camel case in headlines.
Do not overuse AI-generated phrasing.
Do not write long paragraphs.
Do not use long, exaggerated adjectives.
Do not pile up technical acronyms.
Do not use overly casual or childish wording.
Do not mix terminology.