04
Language
We’re honest and distinct. It’s honesty without feeling too naive or childlike. It’s distinct without feeling too foreign or crazy. Illustration is one of the strongest assets that can simplify the over-complicated in finance, all while putting the focus on people and relatability.
The Pleo voice and tone
We’re human, and we want to sound human, too. There’s a tale as old as time when it comes to B2B’s – they’re boring, communicate like robots, and over complicate the simple stuff. That’s not us.
Pleo’s Content Style Guide emphasises authentic, approachable and meaningful communication, reflecting the brand’s core essence. Rooted in our vision to ‘go beyond the books’ and our mission ‘to make spend management surprisingly effective and empowering.’
But how?
Simple, it’s all about showing people that we get them. We make them feel valued by treating them like real people in real jobs, not corporate drones that communicate in jargon and clichés.
And our tone? It depends on the situation; an email about a security upgrade won’t be written the same way as a blog post about employer branding, but the voice will still be Pleo.
HOW TO WRITE PLEO
Our content follows five pivotal principles:
01
Clear and concise
In a world swamped with information, clarity is golden. At Pleo, we believe in getting straight to the point, making our message accessible and understandable. “Clear and concise” means trimming the excess and keeping only what is necessary.
Short sentences and paragraphs cut through the noise, ensuring the reader gets the message quickly. If you can say it with five words, why use six?
“Pleo simplifies spend management.”
“With the use of our comprehensive platform, users can potentially witness a more streamlined approach towards managing their financial expenditures.”
02
Free from jargon
We're all for showing expertise, but not at the cost of alienating our audience. Jargon, while it may sound impressive, can often create barriers. Our aim is to invite everyone into the conversation, from industry insiders to complete newcomers.
Also, remember that slang can quickly go out of style, so stick to words that stand the test of time. This will help your writing to stay clear and inclusive.
“With Pleo, you can track your company spending easily.”
“Leverage Pleo’s platform for end-to-end visibility of enterprise-wide fiscal activities.”
03
For global use
Our messaging is crafted to be easily translatable and culturally sensitive, ensuring that even as we expand or collaborate internationally, our content remains relevant and relatable. A universally understandable message means avoiding region-specific idioms or references that might not make sense elsewhere.
“Pleo is a leading choice for European businesses monitoring their spending.”
“Pleo is Europe’s cup of tea for monitoring spending.”
04
Consider the context
Our content should be tailored to what’s relevant, timely and resonant. It’s not just about what we want to say, but how it’s received. When writing, ask yourself what can be important for the reader, what is happening in their world and also when and how they are reading the content.
Given the shift to remote work, stating “In these times of remote work, Pleo ensures you have a handle on your team’s spending, no matter where they are” is timely and relevant.
“Use Pleo when at your office desk for better spend management” misses the broader context.
05
Adds value
Every piece of communication should offer something to the reader, be it knowledge, solutions, or insights. It’s not enough to just state facts; we aim to enrich. That’s the best way to showcase our value in a consistent way.
“Pleo not only tracks spending but also offers insights to help you make better business decisions.”
“Pleo is a spending tracker.”
By adhering to these writing principles, we ensure that our content is always on-brand, meaningful and impactful. Through clarity and purposeful messaging, Pleo’s voice shows its own identity in the world of spend management.
OUR TONE OF VOICE
Whilst the writing principles are the foundational guidelines that dictate how content is created, the tone of voice principles provide guidance on the personality and emotion conveyed through the writing.
It's essential to understand that our tone of voice can, and often should, vary based on the situation. As individuals might adjust their tone in a serious meeting versus a casual coffee chat, we should adapt our tone to the context. For example, while addressing a service outage, the tone might lean more on the “reliable and honest” principle, ensuring clarity and empathy. Conversely, in a celebratory announcement, the “space for fun” principle might take centre stage.
pleo—
[ plee-oh ], combining form
From the Greek, meaning “more than expected”
Our tone of voice principles are:
01
We’re approachable and down-to-earth
Our communication is always warm and welcoming. We’re here to help, not intimidate or patronise. We aim to make every reader feel like they’re having a casual yet insightful conversation with a trusted friend.
“Hey there! Need some tips on managing your spending? We’re here to help.”
“It is imperative that users understand the intricacies of effective expenditure management.”
02
We’re reliable and honest
Transparency is our game. We’re upfront about what we offer and always stand by our word. When we communicate, we ensure it is with integrity, building trust with our audience.
“Pleo ensures your spend management is in safe hands. If you have concerns, we’re here to address them.”
“Our platform is universally acclaimed as the ultimate solution for all financial matters.”
03
We find space for fun
We believe that a sprinkle of fun and surprise can turn mundane tasks into delightful experiences. Integrating moments of vivacity makes the process more engaging and memorable.
Spend management can be a dry topic sometimes, but we find ways to make it more enjoyable. It’s not about making light of the task but infusing our communications with a touch of Pleo’s playful spirit.
“Just the ticket: How our customers travel with Pleo.”
“Collecting business travel expenses is a rigid and solemn responsibility.”
THE PLEO STYLE GUIDE
Wifi or WiFi? April 1 or 1st of April? Pleoers or Pleo’ers?
It’s a minefield out there when it comes to writing dates, numbers and indeed words in general. This is why we default to The Guardian and Observer’s style guide. It’s British English (which we use), it’s comprehensive, it’s continuously updated and it helps us ensure consistency in everything we write.
APPLICATIONS
Wifi or WiFi? April 1 or 1st of April? Pleoers or Pleo’ers?
It’s a minefield out there when it comes to writing dates, numbers and indeed words in general. This is why we default to The Guardian and Observer’s style guide. It’s British English (which we use), it’s comprehensive, it’s continuously updated and it helps us ensure consistency in everything we write.
UX CONTENT DESIGN
In recent years, we’ve seen content design become a discipline in its own right at Pleo. We took a long, hard look at how we communicate with users in the app and how that affects their experience with Pleo as a whole..
We know that our UX copy works – 95% of our customers agree – but there’s a big difference between a good user experience and a great one, and it’s great we’re aiming for.
So while we’re not at peak Pleo yet (can we ever be?), we’ve got a pretty good idea of what that journey might look like.
Pleo should sound like Pleo no matter where you happen to be (website, emails, social, phone app, web app). So, broadly speaking, when writing UX copy, you should stick to the guidelines for how to write Pleo.
But, how does that look in the context of the product?
Writing for the product:
01
Put the user first
Use familiar, everyday language. Focus on readability. Make sure all text is useful and relevant to user goals. Avoid leading users away from tasks to ‘learn more’.
02
Stay out of the way
Think less-is-more and write for scanning. The next step should always be clear. Avoid distractions, pop-ups, and walls of text.
03
Don’t be boring
Steer clear of jargon and soulless computer-speak. Keep things conversational, positive, and inclusive. Find space for fun (without being annoying!).
04
Look at the bigger picture
See how the text fits into the UX as a whole. Strive for consistency and predictability. Write for a global audience and keep localisation in mind.
RESOURCES
04
Language
04
Language
CONSTRUCTION
Care has been taken in crafting both versions of our logo. Each of the letterforms have been individually crafted and based on our primary typeface Neue Haas Grotesk.
Stroke-width, letter spacing and angles have been refined for visual consistency.
pleo—
[ plee-oh ], combining form
From the Greek, meaning “more than expected”
HOW TO WRITE PLEO
Our content follows five pivotal principles:
01
Clear and concise
In a world swamped with information, clarity is golden. At Pleo, we believe in getting straight to the point, making our message accessible and understandable. "Clear and concise" means trimming the excess and keeping only what is necessary.
Short sentences and paragraphs cut through the noise, ensuring the reader gets the message quickly. If you can say it with five words, why use six?
“Pleo simplifies spend management.”
“With the use of our comprehensive platform, users can potentially witness a more streamlined approach towards managing their financial expenditures.”
Clear and concise
Free from jargon
We're all for showing expertise, but not at the cost of alienating our audience. Jargon, while it may sound impressive, can often create barriers. Our aim is to invite everyone into the conversation, from industry insiders to complete newcomers.
Also, remember that slang can quickly go out of style, so stick to words that stand the test of time. This will help your writing to stay clear and inclusive.
“With Pleo, you can track your company spending easily.”
“Leverage Pleo’s platform for end-to-end visibility of enterprise-wide fiscal activities.”
03
For global use
Our messaging is crafted to be easily translatable and culturally sensitive, ensuring that even as we expand or collaborate internationally, our content remains relevant and relatable. A universally understandable message means avoiding region-specific idioms or references that might not make sense elsewhere.
“Pleo is a leading choice for European businesses monitoring their spending.”
“Pleo is Europe's cup of tea for monitoring spending.”
04
Consider the context
Our content should be tailored to what's relevant, timely and resonant. It's not just about what we want to say, but how it's received. When writing, ask yourself what can be important for the reader, what is happening in their world and also when and how they are reading the content.
Given the shift to remote work, stating "In these times of remote work, Pleo ensures you have a handle on your team's spending, no matter where they are" is timely and relevant.
"Use Pleo when at your office desk for better spend management" misses the broader context.
05
Adds value
Every piece of communication should offer something to the reader, be it knowledge, solutions, or insights. It's not enough to just state facts; we aim to enrich. That’s the best way to showcase our value in a consistent way.
“Pleo not only tracks spending but also offers insights to help you make better business decisions.”
"Pleo is a spending tracker."
By adhering to these writing principles, we ensure that our content is always on-brand, meaningful and impactful. Through clarity and purposeful messaging, Pleo's voice shows its own identity in the world of spend management.
OUR TONE OF VOICE
Whilst the writing principles are the foundational guidelines that dictate how content is created, the tone of voice principles provide guidance on the personality and emotion conveyed through the writing.
It's essential to understand that our tone of voice can, and often should, vary based on the situation. As individuals might adjust their tone in a serious meeting versus a casual coffee chat, we should adapt our tone to the context. For example, while addressing a service outage, the tone might lean more on the "reliable and honest" principle, ensuring clarity and empathy. Conversely, in a celebratory announcement, the "space for fun" principle might take centre stage.
pleo—
[ plee-oh ], combining form
From the Greek, meaning “more than expected”
Our tone of voice principles are:
01
We’re approachable and down-to-earth
Our communication is always warm and welcoming. We're here to help, not intimidate or patronise. We aim to make every reader feel like they're having a casual yet insightful conversation with a trusted friend.
“Hey there! Need some tips on managing your spending? We’re here to help.”
“It is imperative that users understand the intricacies of effective expenditure management.”
02
We’re reliable and honest
Transparency is our game. We're upfront about what we offer and always stand by our word. When we communicate, we ensure it is with integrity, building trust with our audience.
“Pleo ensures your spend management is in safe hands. If you have concerns, we're here to address them.”
“Our platform is universally acclaimed as the ultimate solution for all financial matters.”
03
We find space for fun
We believe that a sprinkle of fun and surprise can turn mundane tasks into delightful experiences. Integrating moments of vivacity makes the process more engaging and memorable.
Spend management can be a dry topic sometimes, but we find ways to make it more enjoyable. It's not about making light of the task but infusing our communications with a touch of Pleo’s playful spirit.
“Just the ticket: How our customers travel with Pleo.”
“Collecting business travel expenses is a rigid and solemn responsibility.”
THE PLEO STYLE GUIDE
Wifi or WiFi? April 1 or 1st of April? Pleoers or Pleo’ers?
It’s a minefield out there when it comes to writing dates, numbers and indeed words in general. This is why we default to The Guardian and Observer’s style guide. It’s British English (which we use), it’s comprehensive, it’s continuously updated and it helps us ensure consistency in everything we write.
APPLICATIONS
UX CONTENT DESIGN
In recent years, we’ve seen content design become a discipline in its own right at Pleo. We took a long, hard look at how we communicate with users in the app and how that affects their experience with Pleo as a whole..
We know that our UX copy works – 95% of our customers agree – but there’s a big difference between a good user experience and a great one, and it’s great we’re aiming for.
So while we’re not at peak Pleo yet (can we ever be?), we’ve got a pretty good idea of what that journey might look like.
Pleo should sound like Pleo no matter where you happen to be (website, emails, social, phone app, web app). So, broadly speaking, when writing UX copy, you should stick to the guidelines for how to write Pleo.
But, how does that look in the context of the product?
Writing for the product:
01
Put the user first
Use familiar, everyday language. Focus on readability. Make sure all text is useful and relevant to user goals. Avoid leading users away from tasks to ‘learn more’.
02
Stay out of the way
Think less-is-more and write for scanning. The next step should always be clear. Avoid distractions, pop-ups, and walls of text.
03
Don’t be boring
Steer clear of jargon and soulless computer-speak. Keep things conversational, positive, and inclusive. Find space for fun (without being annoying!).
04
Look at the bigger picture
See how the text fits into the UX as a whole. Strive for consistency and predictability. Write for a global audience and keep localisation in mind.
RESOURCES
In recent years, we’ve seen content design become a discipline in its own right at Pleo. We took a long, hard look at how we communicate with users in the app and how that affects their experience with Pleo as a whole..
We know that our UX copy works – 95% of our customers agree – but there’s a big difference between a good user experience and a great one, and it’s great we’re aiming for.
So while we’re not at peak Pleo yet (can we ever be?), we’ve got a pretty good idea of what that journey might look like.