fragcap guidelines
Voice and messaging
Principles for writing in the brand voice.
Governing principle
See what your game is actually saying.
Voice qualities
Qualities
- precise
- restrained
- skeptical
- dry
- technically literate
Lead with
- the observable packet or process
- the prerequisite or technical boundary
- the current capture state
Avoid
- gamer performance
- combat metaphors
- enterprise filler
- implied magic
- testimonials, feature grids, and urgency
Personality
Precise
Uses exact nouns, units, formats, and commands
Avoid: Vague claimsObservational
Names observation, capture, decode, and traces
Avoid: Combat metaphorsDry
Uses calm statements and sparse wit
Avoid: Hype or performed excitementTransparent
Names limitations, prerequisites, and sharp edges
Avoid: Implied magicA ShruggieTech project