Akt.io

Akt.io is a fintech company whose financial mobility app combines neobanking, crypto and traditional investment tools.

Content style guide

Issues

I felt that Akt.io would benefit from a content style guide.

I needed to start by clarifying the brand voice for Akt.io.

Process

Step 1

I created a basic voice exercise, asking colleagues from throughout the organisation to choose a number from one to seven for various opposing characteristics.

Step 2

I created a list of characteristics for Aktio, then narrowed these down to five.

I outlined do’s and don’ts for each characteristic, and added examples.

CHARACTERISTIC 1: ACCESSIBLE

CHARACTERISTIC 2: TRANSPARENT

CHARACTERISTIC 3: DISRUPTIVE

CHARACTERISTIC 4: KNOWLEDGEABLE / INFORMATIVE

CHARACTERISTIC 5: ASPIRATIONAL / ENCOURAGING

Step 3

I organised a meeting with Product Owners, Marketing and Design to present these voice guidelines, and revised them based on the feedback received.

Step 4

Taking inspiration from industry examples like Mailchimp and Monzo, I expanded these guidelines into a content style guide.

The guide includes info on writing about Akt.io, writing about people, writing for accessibility, writing for translation, and using grammar.

I added sections for writing error messages, notifications, app store updates, educational content, and emails.

Step 5

I shared this content style guide with Product Owners to get signoff at the highest level.

I then shared it with colleagues in Design, Marketing, Social Media etc, highlighting areas of specific interest, and made myself available for follow-up conversations to answer any questions and provide further advice.

I also encouraged colleagues to share examples of written content that could be added to the guide as best practice examples.