A different standard needs a different way with words. This style guide outlines how we write at By Default. It supports consistent, intentional communication across all content, from brand storytelling to case studies, captions, newsletters, and more.
Language rules
| Rule | Guidance |
|---|---|
| Language | British English. Favour over favor, centre over center, organisation over organization, programme over program (unless referring to code). |
| Contractions | Highly encouraged. We're, it's, can't, won't. Avoids sounding corporate and robotic. |
| Oxford comma | Not unless it helps clarity. |
| Acronyms | Spell it out the first time with the acronym in brackets: e.g. neurodivergent (ND), user experience (UX). |
| Register | Informal but smart. Never sloppy. We respect our audience's intelligence and never talk down to them. |
| Case | Sentence case throughout. Title case only for page titles, campaign headers, or hero copy. |
| Punctuation | No em dashes. Commas and full stops instead. One exclamation mark maximum, and only when it's truly part of the energy. |
Grammar and punctuation
- Keep sentences active, not passive.
- Use question marks if you're genuinely asking. Rhetorical questions are fine if they provoke thought.
- Write to reflect the way people talk.
- Figures of speech (metaphors, similes, hyperbole) welcome but don't overdo.
- Bold for key actions or concepts. Italics for emphasis or creative voice.
- Starting sentences with "because", "and", "but" is fine.
- Avoid ALL CAPS unless part of a brand name.
Numbers, data, and stats
- Spell out one to ten, then use numerals from 11 and up.
- Use numerals for data or comparisons.
- Don't start sentences with numerals.
- Add spacing between numbers and units ("10 kg" not "10kg").
- Round responsibly. Prefer people-centred data.
Inclusive language and accessibility
- Prioritise clarity, not trendiness.
- Use gender-neutral terms when needed (they/them, partner, folks, people).
- Avoid ableist metaphors.
- Use identity-first or person-first language depending on context.
- Add alt-text for images and GIFs.
- Structure content with short paragraphs and subheadings (supports readers with dyslexia).