DreamOne voice and tone
DreamOne Holding B.V. / dreamone.nl

We write the way we draw: few lines, each one doing work. Plain, short
and sure of itself.

6 RULES

01  Say what it does.
    Name the thing and its job. The reader should know what it is after
    one line.

    + Do     AI-powered summarization.
    - Don't  Revolutionary next-gen AI magic.

02  One idea per sentence.
    Short sentences, ended with a period. If a sentence needs a breath,
    split it.

    + Do     A Dutch technology studio and investment holding.
             Independently held.
    - Don't  A uniquely positioned, independently held studio and
             holding that does it all, and then some.

03  Plain words.
    Write for a smart reader outside the industry. No jargon, no
    buzzwords.

    + Do     Long-term capital deployed into software and technology
             businesses.
    - Don't  Synergistic capital solutions that unlock disruptive value.

04  Facts, not claims.
    State what is true and checkable. Let the work make the case.

    + Do     DreamOne operates a portfolio of software brands and holds
             investments in select technology companies.
    - Don't  Trusted by the world's leading companies.

05  Confident, not loud.
    No exclamation marks, no superlatives, no hype. Calm is the accent.

    + Do     Get in touch at info@dreamone.nl.
    - Don't  Let's build something amazing together!

06  Simple punctuation, US English.
    Commas, colons, parentheses and periods. No em dashes. Sentence case
    for buttons and body copy.

    + Do     Technology strategy and advisory for organizations building
             and adopting software.
    - Don't  Technology Strategy And Advisory For Organisations...

QUICK CHECK

    Before you publish, read it once out loud. Cut every word that does
    not do work. Remove exclamation marks and em dashes. Check US
    spelling: organizations, not organisations.

Brand guide: https://dreamone.nl/brand/