how Circuit talks.
every word we write is a tiny piece of what Circuit feels like. this guide is how we keep that feeling consistent, whether it’s an email, a tweet, or a Discord message at midnight.
think cosy Discord server, not corporate newsletter.
Circuit is built by introverted teens who’d rather share a project link than a selfie. our voice reflects that: warm but not loud, clever but not showing off, welcoming without being performatively enthusiastic.
we write like someone you’d actually want to sit next to at a hackathon. calm, helpful, genuinely interested in what you’re building. if our writing were a person, they’d be wearing headphones around their neck, typing something cool, and happy to explain it if you asked.
we’re British. we spell it “colour” and “organise” and “programme”. we say “brilliant” and “sorted” and “have a look”. our voice should feel like it comes from the UK because it does.
and sometimes we don’t capitalise the start of a sentence. that’s intentional. it’s how people actually type in Discord, in group chats, in the places where real conversations happen. when something feels too polished, it stops feeling real. we’d rather sound like a person than a press release.
three things we always are.
quiet warmth.
talk to one person, not an audience
write “you” not “users” or “members”. every message should feel like it was written for the person reading it, because it was.
kindness is a default, not a feature
never make someone feel silly for not knowing something. “no experience needed” isn’t a tagline, it’s a promise. the way we explain things should prove it.
celebrate quietly
when someone ships a project or joins for the first time, acknowledge it genuinely. “nice one” over “OMG AMAZING!!!”. enthusiasm is good. overperformance isn’t.
when things go wrong, be human
say sorry and mean it. “we messed up” is always better than “We apologise for any inconvenience”. then say what you’re doing about it.
see the difference.
same message, different voice. click through to see how Circuit rewrites generic copy.
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words matter.
small word choices shape how Circuit feels. here’s our cheat sheet.
We say
We don’t say
same voice, different volume.
we always sound like Circuit. but we dial the principles up or down depending on where we’re writing.
Support & help
Patient and kind. We never make anyone feel silly for asking.
Discord
Our most relaxed voice. Personality can breathe here.
Website
Confident and welcoming. We explain what we do without overselling it.
Social media
Fun, relatable, a bit cheeky. This is where the community personality lives.
Emails
Warm and personal. Like a message from someone who actually knows your name.
when in doubt, be kind and be clear.
this guide is a compass, not a rulebook. if something feels right for the moment and the person reading it, trust that.
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