Craft Tone of Voice — Beautiful & Native

Tagline: "Create Documents Worth Sharing"

Industry: Document Editor

Sector: Technology

How Craft Communicates

Craft communicates with a beautiful, native and apple-first voice using apple-style premium language. Their sentences are primarily commands in the present tense. Their messaging is figurative. Their tagline, "Create Documents Worth Sharing", captures this voice. The central tension in Craft's communication is ugly vs. beautiful, which shapes every message they craft. Their mission is to help people create beautiful documents.

Tone Words

Craft's brand voice is defined by the following tone words: Beautiful, Native, Apple-First.

Communication Style

  • Language Style: Apple-Style Premium
  • Sentence Type: Command
  • Tense: Present
  • Expression: Figurative

Craft Brand Story

Craft is the document editor for Apple users who care about design. Native apps on Mac, iPad, and iPhone provide a fluid writing experience. With beautiful publishing and deep Apple integration, Craft makes documents that look as good as the ideas inside them.

Brand Message

The native document editor for Apple devices

Brand Mission

Help people create beautiful documents

Brand Positioning

Core Concept: Beautiful Documents

Central Tension: Ugly vs. Beautiful

Frequently Asked Questions About Craft

What is Craft's tone of voice?

Craft uses a beautiful, native, apple-first tone of voice. Their communication is apple-style premium, typically using command-style sentences in the present tense. Their tagline "Create Documents Worth Sharing" exemplifies this voice.

How does Craft communicate with customers?

Craft is the document editor for Apple users who care about design. Native apps on Mac, iPad, and iPhone provide a fluid writing experience. With beautiful publishing and deep Apple integration, Craft makes documents that look as good as the ideas inside them.

What is Craft's brand message?

Craft's core message is about The native document editor for Apple devices. Their concept "Beautiful Documents" drives their mission: Help people create beautiful documents.

What makes Craft's brand voice unique?

Craft stands out through their beautiful, native, apple-first communication style. Their central brand tension — "Ugly vs. Beautiful" — shapes every message they craft in the Technology sector.

What language style does Craft use?

Craft uses apple-style premium language with figurative messaging. Their sentences are typically command in structure, using the present tense.