Voice and Tone
This section outlines how we write to express our brand and values — and how we adapt our content for different contexts.
Thumbtack’s voice doesn’t change
We always speak in a way that is relatable, grounded, and natural.
| Our voice is | We sound | We don't sound |
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Relatable |
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Grounded |
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Natural |
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Thumbtack’s tone changes with context
While we always speak in the same voice, we often adjust our tone so that it’s appropriate to the user’s needs and emotional state.
We consider these factors to decide the right level of tone:
- Stage of user journey
- User emotions
- Space for content
Low tone | Medium tone | High tone |
|---|---|---|
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