# Zuno Brand Voice

> Joyful, concise, and community-focused.

## Positioning
Zuno is a parent company and creator of digital tools designed to help people commemorate and organize personal milestones. It positions itself as a facilitator of human connection and celebration.

## Voice principles
- **Joyful:** Uses positive, active verbs that center on human happiness.
- **Succinct:** Communicates core values in very few words, favoring impact over explanation.
- **Humble:** Identifies as "makers," focusing on the craft and the products rather than corporate hierarchy.
- **Transparent:** Uses clear, plain language regarding privacy and contact information.

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Uplifting and aspirational. |
| Footer/Legal | Professional, direct, and protective of user privacy. |
| Error states | Standard and technical (Not evident from brand-specific copy). |

## Lexicon
- **Use:** Celebrating, life's events, makers, hello.
- **Avoid:** Corporate, synergy, solutions, platform (None of these appear in the minimalist copy).

## Messaging do's and don'ts
- **Do:** Focus on the emotional outcome of using the products (celebration).
- **Do:** Use lowercase or sentence case for a modern, approachable feel.
- **Do:** Refer to the team as "makers."
- **Don't:** Use overly formal business jargon.
- **Don't:** Over-explain the "why" when a simple statement of purpose suffices.
- **Don't:** Hide contact information or privacy practices behind complex legalese.

## Evidence
- "Celebrating life’s events"
- "makers of"
- "hello@zuno.com"
- "Zuno does not collect any personal information from visitors to our site."