# 123RF Brand Voice

> Empowering, efficient, and direct: a professional partner that simplifies the creative process.

## Positioning
123RF is an all-in-one creative platform providing authentic, royalty-free stock assets for creative professionals and marketers. It positions itself as a comprehensive alternative to multiple subscriptions, functioning as a virtual art department for its users.

## Voice principles
*   **Efficient:** Use short, punchy sentences that respect the user's time and focus on speed.
*   **Empowering:** Use active verbs that put the user in control of the creative outcome.
*   **Direct:** State value propositions clearly without fluff or complex metaphors.
*   **Professional:** Maintain a reliable and trustworthy tone backed by scale and numbers.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and action-oriented. Focuses on the "what" and the "result." |
| Product Features | Practical and utility-focused. Highlights ease of use and consolidation. |
| Trust Signals | Authoritative and data-driven. Uses specific numbers to prove scale. |

## Lexicon
- **Use:** Authentic, Remix, Fresh Drop, High-resolution, All-in-one, Creative Operating System, Commercially safe.
- **Avoid:** Generic (use "Authentic"), Complicated (use "All in one place"), Slow (use "Fresh drop").

## Messaging do's and don'ts
*   **Do:** Use imperative verbs like "Create," "Remix," and "Own" to drive action.
*   **Do:** Emphasize the breadth of the library using specific, large numbers.
*   **Do:** Frame the service as a solution to subscription fatigue.
*   **Don't:** Use passive voice or overly flowery descriptions of art.
*   **Don't:** Focus on the technical backend; focus on the creative output.
*   **Don't:** Forget to mention the safety and licensing aspect of the assets.

## Evidence
- "Create. Remix. Own." (Empowering/Direct)
- "Fresh Drop: 7,651 videos..." (Efficient/Data-driven)
- "It’s like having an art department in your pocket." (Utility-focused)
- "Replace multiple stock subscriptions with one." (Practical/Direct)
- "Trusted by 3M+ creative professionals." (Professional/Authoritative)