Our words carry our brand into the world. Doing it well should mean it goes unnoticed because it makes sense and is consistent.
The key to sounding like Mammoth Creative is to speak directly to the client in a voice that they can hear and with words that they can understand. We are humans talking to humans.
We distinguish ourselves from our peers by using design and language to make communication easier and more enjoyable. By being deliberate and thoughtful with our words, we encourage people to feel a deeper connection with us and our clients.
While we intend to have a more conversational, human tone, that doesn’t mean we’re overly informal. Our tone will vary depending on the audience, the context, and the information we need to relay.
Our voice isn’t just an intrinsic part of our service; it’s an external representation of the people behind it. Because of that, we aren’t necessarily making concrete rules about what to say or not—but some rules are a little firm.
We are characterful.
However, we never let character overwhelm content. What we have to say is more important than being admired for how we say it. If people can’t see the substance through the style, we’ve gone awry.
We value understanding.
We are clear, concise, and omit unnecessary words. We make sure that whatever we say has a purpose—but aren’t robotic. We’re not afraid of using contractions because we contain multitudes.
We don’t use cliches and cheap words.
We avoid industry jargon, unnecessary tech-speak and cliches at all costs. We only describe people as ‘Ninjas’ or ‘Rockstars’ if that’s their actual job. We don’t demean people through our vocabulary of technical terms.
We are considerate and intentional.
We recognize and appreciate the power of language, and use it with eloquence and elegance (while never getting carried away with ourselves).
We are professional and inclusive.
It should go without saying, but it is still worth saying: never use exclusionary terms, cultural appropriation, ableist language, misgendering or anything that could be interpreted as a slur. If we’re ever on the fence about whether something could be taken as offensive, inflammatory or exclusionary, find another word or way of saying it.
We are authentic. We like the people we’re talking to. We’re proud of our work and our clients' work, which sets us apart.
We use AP style but are willing to creatively bend the rules if it enhances the audience’s experience.
We do not use the Oxford comma in accordance with AP style. This practice enhances readability and contributes to a cleaner, more modern aesthetic in our written materials.
A person’s job title is secondary to their name. Therefore, it should be lowercase minus a few exceptions. Capitalize job titles in quotes and display copy, but not in regular copy.
Write content in sentence case. Title case can be used in proper titles and product or service names. Avoid using all uppercase or “all caps” in your typography, especially for paragraphs or text. One exception to this rule is for buttons and emphasis text.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
The em dash creates a strong break in the structure of a sentence. Hyphens and en dashes are not appropriate alternatives for em dashes.
Mammoth Creative—a creative services team in Louisville, KY—creates content that connects with people.
Mammoth Creative-a creative services team in Louisville, KY-creates content that connects with people.
Some examples of correct use of hyphens and en dashes are shown here. An en dash is used for time or number ranges (2022–2023), and the hyphen is for compound terms (well-being).
Are you looking to update your brand or brand style guide? Reach out to us today. We love helping brands create distinct identities that set them apart from their competitors.
