Northbeam Voice Guide

Overview

Northbeam, a new money-management app, had a logo, a palette and three agencies writing in three different voices. The brief: one complete voice guide plus launch messaging the whole company could use.

We ran stakeholder interviews, audited every screen and email, then codified the voice into principles, vocabulary lists and before-and-after examples — followed by the launch headlines themselves.

The challenge

Without shared language rules, every release sounded like a different company. Marketing overwrote product, support improvised, and trust — the currency of fintech — leaked away.

Approach

Principles before rules: three voice traits with proof in example pairs, a banned-phrase list with replacements, and message templates for the twenty most-written moments from error states to fee explanations.