The 19th
Voice & Tone
How we sound, three-beat lines, "the sim" language, do / don’t.
Voice in three words
Confident. Warm. Witty. Relaxed, never corporate. We sound like a good host who knows the game but doesn’t take themselves too seriously.
How we sound
- Tight, three-beat lines. Book a bay. Play a round. Stay a while. Rhythm does the work.
- Plain and warm. Short sentences. Real words. No jargon, no hype.
- A little witty, never try-hard. One smile per piece is plenty.
- Em-dashes are welcome — they suit the relaxed, spoken rhythm.
The words that matter
Say it like this
We say
The sim · a bay · book a slot · founding members · play, practise, unwind · the room
We don't
The facility · the unit · users · utilise · state-of-the-art · world-class · unlock your potential
Tone in practice
| Where | On-brand | Off-brand |
|---|---|---|
| Headline | LOVE THE GAME. THE 19TH AWAITS. | Premium golfing experiences await you |
| Sub-line | Book a bay, bring a few people, and play. | Utilise our state-of-the-art simulator facility. |
| Social | First bays are open. Founding memberships now live. | We are thrilled to announce the grand opening of our venue! |
| Booking screen | Your bay’s ready. See you at the sim. | Your reservation has been successfully confirmed. |
Headings vs body
Headings and callouts are ALL CAPS — confident and short. Body is sentence case and easy. Let the caps carry the punch; keep the reading relaxed.
Pre-publish checklist
- Does it carry the brand — relaxed, confident, never stuffy?
- Is it three beats or fewer where it counts?
- Did we say “the sim”, never “the facility”?
- Caps for the heading, sentence case for the body?
- One smile, not three. Cut the hype words.