Brand foundation

Brand values

These are the values that guide what we do, on every project, every day.

Direct

Senior

Asks before designing.
Kills bad ideas early.
Says what it thinks.
Says when it isn't worth building.

Decides without waiting.
Signs what it delivers.
Teaches whoever joins.
Leaves the ego off the call.

Our brand should show these values and carry each one to every touchpoint.

Shipped

Transparent

Prefers live to perfect.
Measures after launch.
Fixes fast.
Ships the next version.

Hands over the code in your name.
Documents everything.
Lets another team take over.
Shows where AI came in.

Tone of voice

Our tone of voice is direct, specific, honest and jargon-free. It is what makes Squad22 recognized and remembered amid so much generic tech copy. The four pillars:

Direct

Specific

One idea per sentence. Verb first, filler out.

If you can say it in five words, don't use fifteen. People reading us are between two meetings.

Numbers, deadlines and the name of what was built.

“NPS 75 in three months” says more than “amazing results”. If you can't measure it, tell what changed for the people using it.

Honest

Jargon-free

We say what we don't know and what isn't worth building.

We show where AI came into the work and where a person made the call. That is how trust grows.

We write the way we talk to clients on a call.

No “innovative solutions”, “synergy” or “digital transformation”. If a word fits any company, it doesn't fit us.

Tone of voice:
in practice

How we execute matters too. Three things to remember:

Get to the point.

Tell people something they didn't know.

Headlines and subheads should tell the story on their own. Start with the result, then explain how you got there.

Even a technical topic can have a curious angle. Start with the client's problem and only then talk about the tool.

Tell it in a way that makes people want to pass it on.

Write for skimmers.

Online, people scan, scroll and swipe. So use:
· short sentences and headlines that pull the reader in
· plenty of white space
· lists only when they help compare