Tone of voice
The Caeli Nova voice is approachable, informative and evocative.
Currently, our audience is aviation industry professionals who are educated engineers, conservative in nature due to the highly regulated line of work, and who understand the complexities in maintaining safe flight operations.
Caeli Nova’s technology is highly innovative and therefore requires careful explanation. Our first product Cordillera is heavily safety-focused with an impact on human life and wellbeing as well as financial and environmental benefits. As a result, a balance needs to be maintained between an informal and a considered tone when communicating about this product.
Our audience may be time poor. Therefore, our language is clear, concise, informed and considered. Our content is designed to engage, educate and spark curiosity. As a result, our words must be factual, useful, appropriate and evocative.
We are passionate about our breathing technology and how it can help airlines improve their operational efficiency safely. We share medical understanding and innovation with our industry. Our content is fact-driven, scientific and fuelled by passion and an understanding of the industries we see use cases for.
We understand our audience and their pain points. As a result, our content is researched, direct and tailored to each market. However, we do not have all the answers, our new technology has been developed with significant collaboration. We are keen to learn.
Caeli Nova is not condescending or dismissive of existing technologies. Our language is positive, constructive and productive.
Values
Our values should come across in our communication but their inclusion should not feel contrived. Use a value word if appropriate – energy / encouragement / empowerment / excellence / environment.
Brand dictionary
A collection of words/directives that should be used across content. They evoke the right feeling or characterise how we want people to think about Caeli Nova.
When discussing the company or its products: innovative / research / medical / science / health / safe / protect / critical / enhance / sustainable / benefit / improve / knowledge / expert / proven / environmental / experienced / patented / established (relating to core-tech) / agile / collaborative / efficient
As an example
The Caeli Nova team comprises medical and aerospace experts who use their years of experience and industry knowledge to create innovative products that feature the core beneficial oxygenation technology.
On social media, content can feel slightly more relaxed, but still evoke feelings of confidence and assurance through informed and educational content. For example: The team at Caeli Nova have used their advanced medical and aerospace background to develop products that improve oxygenation of the human body.
Within other forms of written communication, for example email, a change in tone must be considered depending on the intended recipient. For external emails, a formal tone should be adopted. For internal emails to Caeli Nova employees, the tone can be more relaxed, but not so informal that the email could not be forwarded to a third party if needed.
Words to avoid
Unsafe / dangerous / limited / unproven / experimental / disrupt