# Medida Brand Voice

> Analytical and action-oriented, Medida sounds like a purposeful explorer who values data as the primary driver for creativity.

## Positioning
Medida is a digital design, development, and marketing agency that builds measurable platforms. They serve businesses looking for insight-driven digital products that prioritize outcomes over mere aesthetics.

## Voice principles
*   **Analytical:** Focuses heavily on measurement, data, and logic as the foundation for all work.
*   **Active:** Uses strong verbs like "discover," "decide," and "do" to emphasize that data leads to movement.
*   **Exploratory:** Frames the work as a "quest" or "search" for insight, suggesting a curious but disciplined mindset.
*   **Direct:** Uses short, punchy sentences and clear connective phrases (e.g. "Which drives us to") to show cause and effect.

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Bold and philosophical, focusing on the "why" behind measurement. |
| Mission statements | Intense and obsessive, emphasizing a relentless focus on outcomes. |
| Local/Culture | Warm and proud, adding a human touch to the data-heavy prose. |

## Lexicon
- **Use:** Measurable, outcomes, insight, quest, explorers, digital natives, data obsessed, make a mark.
- **Avoid:** Not evident from captured copy (likely avoids "vague," "intuitive," or "guesswork").

## Messaging do's and don'ts
*   **Do:** Connect every action to a measurable result.
*   **Do:** Use triads of verbs (e.g. "think, decide, and do").
*   **Do:** Mention the "why" behind the data (to discover, to learn).
*   **Don't:** Use passive language.
*   **Don't:** Focus on design for design's sake without mentioning performance or learning.
*   **Don't:** Be overly corporate; maintain the "explorer" persona.

## Evidence
*   "We measure to discover, to decide, and to do."
*   "Data obsessed, and focused on measurable outcomes."
*   "Our quest for insight is driven by measurement."
*   "We are a team of explorers, searching for..."
*   "With love from Malaga."