brand voice
Brand voice — Rechaj
Section titled “Brand voice — Rechaj”Use this fragment when writing user-facing copy (microcopy, marketing, in-app strings).
- Direct and energetic, not breathless.
- Confident, never hedging (“Pay” beats “You can pay”).
- Operationally honest — Rechaj is a piece of urban infrastructure for working riders. Avoid lifestyle language.
Voice rules
Section titled “Voice rules”- Sentence case, never Title Case (except brand and product names).
- Short verbs over long ones: swap, charge, send, open over initiate, perform, execute, navigate to.
- Numbers as digits, even small ones: “1 swap” not “one swap”.
- Currency always with the unit: “₦2,400” not “2,400 naira”.
- No emoji. No exclamation points except for failure/error sentences in marketing.
Forbidden phrases
Section titled “Forbidden phrases”- “Seamless”, “frictionless”, “ecosystem”, “leverage”, “delight”, “powered by”.
- “Click here” — link the verb on the noun instead.
Forbidden patterns (UI)
Section titled “Forbidden patterns (UI)”- All-caps button labels.
- Emoji as decoration.
- Multi-line CTAs.
- “Coming soon” — say what’s actually shipping or remove the surface.