BRAND IDENTITY

Style

The rules that keep our writing ours, taught in paired examples.

Rules

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British spelling. No em dashes. Sentence case in body copy, caps reserved for CTAs and labels. Product names exactly as they are: TapTech, Tags, Portal, Core. Sentences short enough to say out loud in one breath.

Write this, not that

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The right-hand column is the category default. It is what our writing sounds like when nobody is paying attention.

Write thisNow you can tap.
Not thatIntroducing a revolutionary new paradigm in phygital engagement.

Sharp. Four words carry it.

Write thisThe real world, the streets, the free raves.
Not thatOmnichannel brand engagement across physical and digital touchpoints.

Concrete nouns, stated flat.

Write thisTap a tag, open an experience.
Not thatLeverage NFC-enabled phygital activations.

Say what happens, in the order it happens.

Write thisReal-world presence instead of on-screen attention.
Not thatIRL and URL synergy.

The pivot does the work. No portmanteaus.

Write thisWe built it. Here it is.
Not thatWe're excited to announce our revolutionary new platform.

The work is the news, not our feelings about it.

Write thisData on events that were previously disconnected.
Not thatUnlocking unprecedented actionable insights.

Name the actual gap being closed.

Write thisIt keeps delivering value after the point of purchase.
Not thatPost-purchase engagement journey optimisation.

Plain sequence beats noun stacks.

DEPARTMNT Brand System v0.1 · Updated July 2026