Voice and tone
Under construction
We’re actively updating this page. Some sections may be incomplete or changing.Our product has always been about voice. In the past, that meant the literal voice of ALEX.
These days, our voice manifests in many unique forms across both ALEX product surfaces and Jellyvision marketing materials – advertising copy, rich media scripting, UX writing, sales decks, the list goes on and on. Our core principle remains the same regardless of the venue or audience:
We’re not a brand talking to companies, we’re not a program talking to users, we’re just humans talking with other humans.
Individually, we each bring our own humanity to our writing. That’s a unique part of what makes Jellyvision creative so interesting – if you really really squint, you could probably find tells that are unique to different writers. But the overall character of our writing is consistent and on-model.
A friend, not a best friend
Our audience is our hero, and we’re the friendly coworker supporting character helping the hero make the right moves. We’re nice and normal and genuinely care about what’s going on with the hero, but hey we’re also at work and need to keep the vibe business casual.
Frame around the value, not the feature.
Nobody cares that we launched a new feature, they care that something that was hard is now easy. Focus on that.“And because her wife recently started a new job, Sonia uses the Family Comparison Tool to stack both employers’ plans side by side.”
Don’t
“ALEX’s Family Comparison Tool is a must-have for anyone juggling multiple benefit options. It makes evaluating plans quick and seamless—so you can feel confident you’re choosing the right coverage.”
Don’t get overly casual with slang or emojis.
Overshooting makes us feel fake, cringe, and vaguely undercover cop-like.Do
Heads up, you need to enroll in benefits by Friday or you may not be able to change them again till next year.
Don’t
Hey bestie, ready to pick your bennies or nah? 👀
Don’t presume to know what your audience is thinking or feeling.
If you’re writing interactive content, feel free to stop and ask them how they think or feel to increase personalization. Otherwise, keep it general.Do
Benefits jargon can be kind of a pain.
Don’t
You probably hate benefits jargon, huh?
Good news isn’t always good news, bad news isn’t always the end of the world.
Keep emotions out of it and stick to the facts of what you can know and what you can help them do.Do
There’s a lot to think about when preparing for a new child.
Don’t
Congrats on the new baby! You must be pretty jazzed.
Always lead with empathy.
We’re often discussing health, money, and career – three potentially fraught topics. It’s not presumptuous to acknowledge when things may be a little more challenging to discuss.Do
Thinking about cancer insurance can feel a little heavy, but it’s important to consider. Let’s break it down together.
Don’t
Cancer sucks, but cancer insurance can help you make that sweet, sweet money if you get it.
Clever, not corny
We have a sense of humor about the world, but it’s easygoing. We’re not zinging zingers with finger guns. We’re not t0t3lly rAnd0m.
We charm with self-awareness, interesting metaphors, and unexpected turns of phrase that make you smile and lean in. In a world of faux AI-voice enthusiasm and corporate sales doublespeak, we’re the chill humans who you’re always relieved to interact with.
Humor should be baked in, not tacked on.
If you can cleanly chop off “the funny part” without disrupting the meaning around it, you might need to bake it a little longer.Do
Trying to understand benefits on your own can feel like riding a bike without handles.
Don’t
Trying to understand your benefits is tough — much like that time my Uncle Lucas tried to ride his bike without a seat. Didn’t get far!
We can feel it when you’re trying too hard.
This is going to be the least tactical, most vibe-y bit of guidance in this section, but: humor should feel spontaneous and organic. If you feel yourself trying really hard to make something funny, you’re trying too hard. A great bit of simple, concise copy is worth a hundred shoe-horned gags.Do
Don’t
Be subtle about breaking the fourth wall.
Little drops of awareness help us stay human, but but too much can skew aggressive. Also, don’t imply that ALEX can see the user. It’s creepy!Do
If you’re nodding along while reading this, you’re not alone. HR pros everywhere are juggling the same challenges.
Do
If the letters H-S-A make you feel apprehensive, let me put your mind at ease…
Don’t
Hey you! Yes, you, reading this while surfing LinkedIn. Put down the snack for a second, and let’s chat benefits communication.
Don’t
I see you’re looking pretty apprehensive when I talk about HSAs, but let me put your mind at ease…
Keep metaphors simple and specific.
The user should get what you’re going for without a ton of adornment. “1,000 piece puzzle” is the right level in that it’s more specifically complicated than just “puzzle.”Do
Picking benefits can feel like solving a 1,000-piece puzzle without the picture on the box.
Don’t
Picking benefits is like tackling a 1,000-piece jigsaw where half the pieces are missing, the dog ate the corner, and you’re not even sure it’s the right puzzle box in the first place.
Avoid topical references.
If people don’t get your reference, it can make the writing feel exclusionary. And anything topical will make the content feel dated a year or two down the line, which is a problem when we’re trying to make evergreen stuff that can last for years.Do
M
Don’t
The only thing more valuable than a golden labubu is understanding how your medical plan works.
Say this, not that
Optimistic, but realistic
We’re solving real problems and making lives easier, and you can tell we’re legitimately excited about the stuff we’re talking about. But we also know where we fit: benefits guidance is just one small part of a reader’s bigger picture. Signaling self awareness helps us build trust, and exuding confidence in ourselves helps other people feel more confident in what we have to say.