The Founding Principle
We have taste. We care about the visual, the presentation, the language, and the narrative. Every piece of communication we put into the world is signalling something about the brand behind it.
Our job is always to signal the right perception.
That applies to a pitch deck, a social caption, a one-line email reply, and a rich media ad unit. The signal is either working for the brand or against it. There is no neutral. Precise, confident, culturally alive communication signals an agency that understands what brand actually means.
This is why we don't play safe. Safe signals nothing. It blends in.
One-screen cheat sheet (use this when you're writing)
Brand voice (always true)
By Default sounds like a real person with taste and a point of view. We are precise, culturally fluent, and opinionated. Premium but not precious. A little dry. Imperfect on purpose — because over-polished copy signals nothing real behind it.
Voice pillars
1. Culturally fluent
- Do: Reference real behaviour, real moments, real tensions. Move inside culture.
- Don't: Explain culture. Use it as decoration. Chase it as a trend.
- Example: "Culture isn't a costume. It's behaviour."
2. Thoughtfully challenging with a POV
- Do: Take a position. Say the thing the industry isn't saying. Back it up with thinking.
- Don't: Hedge. Soften. Write things everyone already agrees with. Be combative without substance.
- Example: "Most advertising reaches people. Very little of it influences them."
3. Direct + precise
- Do: Lead with the point. Use plain language. Say the specific thing, not the vague version of it.
- Don't: Warm up for three paragraphs. Hide behind jargon. Write the obvious.
- Example: "Here's what we recommend, and why it will work."
4. Dry wit (optional, never forced)
- Do: Understate. Let the point land. Punch up.
- Don't: Perform humour. Use sarcasm that could alienate. Make wit the point instead of the tool.
- Example: "Revolutionary concept, apparently."
Tone (changes by situation)
Use the same voice, but adjust these dials:
- Directness: low ↔ high
- Warmth: low ↔ high
- Playfulness: low ↔ high
- Formality: low ↔ high
Default rules (non-negotiables)
- Start with what matters. No long intros.
- Be specific. Use concrete examples, names, numbers, real outcomes.
- Active voice. Short to medium sentences.
- British English by default.
- Contractions welcome (we're, it's, can't).
- Never start a sentence with "At By Default, we believe."
- Avoid: leverage, synergy, holistic, transformative, impactful, seamless, empower, unlock, resonate, elevate, ecosystem.
- Use "by default" sparingly and only where it adds meaning.
The Test
Before anything goes out: does this sound like a real person talking, or a brand broadcasting? Is there a point of view in here, or could any agency have written this? Did we say the specific thing, or the vague version of it?
If any answer is no, rewrite it.
Expanded guidance
Voice vs tone
- Brand voice = our consistent personality on the page. It should feel recognisably "By Default" everywhere.
- Tone of voice = how that voice adapts to the moment (pitching, teaching, apologising, celebrating).
Test: If it should be true all the time, it's voice. If it changes based on situation, it's tone.
Our voice foundations
Our voice is shaped by two archetypal energies:
- Creator: inventive, precise, expressive. We build what we wish existed. The idea comes first. The craft serves the idea.
- Rebel: pattern-breaking, direct, dry. We challenge what's normalised and say the thing the industry isn't saying.
Archetypes are the why. The cheat sheet is the how.
The 5 tone principles
1. Challenge with care
We challenge norms to rebuild, not to dunk.
Use it when: calling out patterns, reframing industry assumptions, pushing thinking forward.
- Do: Name the pattern. Offer a better alternative. Keep it sharp, not rude.
- Don't: Use snark. Perform outrage. Critique without giving the reader something to do next.
Examples
- "Most advertising reaches people. Very little of it influences them."
- "Passive content watches those moments pass. Interactive content influences decisions in them."
2. Speak with intent
Say what you mean. Respect attention.
Use it when: client comms, decks, proposals, timelines, decisions.
- Do: Lead with the decision or the ask. Use simple words. End with clear next steps.
- Don't: Over-explain. Hedge ("maybe", "sort of"). Hide the point inside polite fluff.
Examples
- "Quick update: we're moving the concept in Direction B. Here's why, and what we need from you."
- "This is the fastest path to results without watering the brand down."
3. Make them feel
We create resonance, not just information.
Use it when: website copy, thought leadership, storytelling, community.
- Do: Use imagery, rhythm, and specificity. Let emotion support the argument.
- Don't: Get poetic to cover unclear thinking. Overdo metaphors.
Examples
- "Culture is how people identify. Storytelling is how people remember. Commerce is how brands sell."
- "A brand is only as strong as the experience someone has when they interact with it."
4. Be direct, not cold
Precision doesn't mean robotic. We're opinionated, not indifferent.
Use it when: collaboration, feedback, follow-ups, sensitive topics.
- Do: Acknowledge people. Keep it concise. Use care without over-apologising.
- Don't: Sound robotic. Use passive language to dodge accountability.
Examples
- "Your feedback changed our thinking. We'll share an updated version by Friday."
- "Thanks for the patience. Here's what's now locked, and what's next."
5. Use wit responsibly
Wit is a tool. Use it to lighten, not flatten.
Use it when: social, headlines, punchy lines in long-form.
- Do: Keep it subtle. Punch up.
- Don't: Be sarcastic in a way that could read as mean. Use humour on someone else's pain.
Examples
- "Revolutionary concept, apparently."
- "Yes, this is 'extra'. That's the point."
Channel tone presets
Client-facing decks & presentations
Dial: Directness high · Warmth medium · Playfulness low · Formality medium
Lead with the insight. Show the trade-offs. Make the next step unmistakable.
Website & brand copy
Dial: Directness high · Warmth low · Playfulness low · Formality low
Name the client's problem and show you solve it. Don't explain the industry. Be memorable without being unclear.
Social posts
Dial: Directness medium · Warmth medium · Playfulness medium · Formality low
One point per post. A position in every piece. Cultural references should feel natural, not performative.
Emails & client communication
Dial: Directness high · Warmth medium · Playfulness low · Formality medium
Start with what matters. Keep it short. End with next steps.
Newsletter
Dial: Directness medium · Warmth medium · Playfulness low · Formality low
Informed, direct, no fluff. Reads like a smart industry letter, not a marketing email. One strong POV, one piece of proof, one observation worth paying attention to.
Blog posts & long-form
Dial: Directness medium · Warmth medium · Playfulness medium · Formality low
Opinionated, structured, and human. Wit supports the point. It is not the point.