How we talk 💬

Tone and voice

We do write productive content by being aware of our voice and tone. This section explains the difference between voice and tone and lays out the elements of each as they apply to awork.


What’s the difference between voice and tone? Think of it in this way: You have the same voice all the time, but your tone changes. You might use one tone when you’re out for dinner with your closest friends and a different tone when you’re in a meeting with your boss.

Your tone also changes depending on the emotional state of the person you’re addressing. You wouldn’t want to use the same tone of voice with someone who’s scared or upset as you would with someone who’s laughing. 


The same is true for awork: our voice doesn’t change much from day to day, but our tone changes all the time.


At awork, we understand our users and we know how challenging it can be to create a productive team organisation. 

• we speak like a positive and optimistic business professional. 

• the brand core characteristics also apply to our voice

Look them up here.

Writing guide

Keep It Short and Simple 😘

awork is about productivity. Let’s keep our communications short and on point.

It depends...

How we apply the brand characteristics to our communication is to some degree context dependent. The exact context  of each message guides the balance of the characteristics. While all key characteristics should be present in our communication, it is quite OK to focus on one of them to make a point.



When unsure, consider your readers’ state of mind. Are they happy to have just finished a project? Or are they confused by something awork did unexpectedly? This way you can adjust your tone accordingly


awork does have a sense of humor!  So feel free to be funny when it’s appropriate and when it feels natural to you. But don’t try to hard to make a joke — forced humor can be worse than none at all. If you’re unsure, keep a straight face.

Style examples

Above All 'webby'

We are at home in the web, always online and connected to the world and endless opportunities. We assume that our target group is webby as well. We don’t have to explain wordings like browser, drag & drop and do adress our customers as ‘users’ in German as well. 

Focused on 'Happiness'

It’s okay to be very happy when celebrating a success, like a new awork feature. Also our ads are a good example of a context when our tone is especially happy. 


At that point of the customer journey we try to get attention. A happy and fresh communication is a USP that separates us from the rest.

Especially 'User focused'

Every piece of educational content is a good example for highly user focused communication. That doesn’t mean that a blog article about a new feature or a youtube tutorial has to be boring or factual. 


Use a happy wording like you would explain something to a friend. But don’t forget that this content is about education in the first place. Is it still easy to understand? Perfect!

Most of all 'Professional'

Some cases require a high degree of professionalism and only a very carefully added hint of happiness.


This mailing is a good example: We made a mistake in the first mailing but corrected it right away by being honest about the mistake. That doesn’t mean that we can’t be happy and fresh as well.


Another example is the (final) reminder for an invoice. In that case we have to be highly professional and need to cover the legal requirements. But even in this context we can be our true selves – by being a wee bit happy.

Writing rules

Follow these rules

  • Wir verwenden im Interface Satzzeichen, wenn es sich um einen kompletten Satz handelt.
  • Wir nutzen die direkte Ansprache und sprechen in der zweiten Person Singular (du/dich).
  • Bei Buttons wird immer das erste Wort groß geschrieben.
  • Wir verwenden Bindestriche, z.B. Quality-Score, Online-Marketing-Manager, Projektmanagement-Tool, Social-Media.
  • Zahlen bis einschließlich zehn werden in Texten ausgeschrieben. 
  • In Einzelfällen nutzen wir auch Zahlen, um diese hervorzuheben (wie z.B. im Interface).
  • Prozent wird in längeren Texten ausgeschrieben (z.B. in Blogartikeln). In Mailings oder Grafiken nutzen wir das %-Zeichen, damit es schneller erfasst wird.
  • In Headlines nutzen wir das &-Zeichen (z.B. Tipps & Tricks)
  • Navigations-Elemente zeichnen wir kursiv in Texten aus, damit man sie als solche erkennt. (z. B.: Klicke im Menüpunkt Meine Aufgaben auf den Button XYZ)


  • Aufgaben
  • Aufgabenansichten
  • Aufgabendetails
  • Aufgabenliste
  • Aufgabenpakete
  • Aufgabenstatus/ Status
  • Drag-and-Drop
  • E-Mail
  • Helpcenter
  • Integrationen
  • Kunden
  • Meine erfassten Zeiten
  • Premium-Funktion
  • Projekttypen
  • Projektrollen
  • Projektzeiten
  • Rechtemanagement
  • Sign-up
  • Statustyp
  • Tätigkeiten
  • Teamplanung
  • Timeline
  • To-Do, To-Dos
  • User
  • Userstory
  • Zeitauswertungen
  • Zeiterfassung
  • Zeiterfassungseinträge
  • Tasks
  • Task details
  • Task views
  • Task list
  • Task bundles
  • Task status/ status
  • Drag & drop
  • Email
  • Help Center
  • Integrations
  • Clients
  • My time tracking
  • Premium feature
  • Project types
  • Project roles
  • Project times
  • Permissions
  • Sign up
  • Status type
  • Types of work
  • team planner
  • Timeline
  • To-do, to-dos
  • User
  • User story
  • Time reports
  • Time tracking
  • Time entry
Scroll to Top