Public Brand

Voice

Tone, vocabulary, writing patterns, and sector-sensitive language for Opries communications.

StatusDraft
Last updated2026-06-13
PurposeDefine how Opries writing should sound, how information should be structured, and how content should support accessible understanding and action.
UseWhen writing public communications, product content, documentation, help text, or educational material.
When checking whether content supports accessibility, Universal Design for Learning, and fast scanning.

Summary

Opries writing should sound clear, grounded, practical, and accountable. It should also be structured so people can scan, understand, and act without fighting through dense prose.

Voice Attributes

Opries sounds clear, grounded, practical, and accountable. It should feel like a capable operations partner with respect for community knowledge.

Tone by Situation

SituationToneExample
WebsiteClear and assured"Keep documents, approvals, and reporting records in one place."
Member noticePlain and helpful"Please review the updated project register before Friday."
Compliance reminderCalm and specific"This acquittal needs a signed approval record before submission."
Grant updateEvidence-led"The register now shows milestone status, owner, due date, and supporting files."

Vocabulary

PreferUse carefullyAvoid
recordscompliancedisruptive
approvalsauditrevolutionary
obligationsriskgreenwashing
projectsenforcementsave the planet
groupsautomationfrictionless compliance
membersintelligenceguaranteed outcomes
committeestransformationnext-generation transformation
evidence
stewardship
reporting
local context
program delivery

Writing Patterns

Lead with the practical outcome, then explain the supporting detail.

✓ Use✕ Avoid
"Find the latest signed version of every policy, grant agreement, and committee approval.""Leverage a next-generation governance solution to optimise document visibility."
"This report is overdue. Add the missing approval record or update the due date if the funder has granted an extension.""Your organisation is non-compliant and must immediately remediate this issue."
"Add the document owner, review date, and supporting file so the record is ready for reporting.""Complete the required governance metadata to unlock optimal reporting workflows."

Readable Structure

Opries writing should help people find, understand, and act. Structure is part of the voice: headings, summaries, lists, examples, tables, and checklists should make information easier to scan before someone commits to reading closely.

Long pages should not rely on uninterrupted prose. Use visual and information hierarchy to show what matters first, what can be skimmed, and where the reader can go for more detail.

Bold Keywords

Use bold text to create a skim path through important ideas. If someone reads only the bolded keywords in a section, they should still get a basic version of the meaning.

Bold should identify the core concept, required action, status, risk, decision point, or key distinction. Do not bold whole sentences, decorative emphasis, or too many words in one paragraph.

Example: "Every workflow should show the owner, due date, status, and next action before asking the user to read supporting detail."

Page Pattern

Use this pattern for substantial guidance pages:

SectionPurpose
Front matterPage metadata: title, description, order, status, last updated date, purpose, and use
SummaryOne short paragraph explaining what the page helps people decide or do
PrinciplesThree to five durable rules
GuidanceMain detail, broken into short sections with descriptive headings
ExamplesRealistic public, product, governance, or reporting examples
ChecksA short review checklist or decision test

Front Matter

Every documentation page should include front matter that helps humans and AI agents understand the state and purpose of the page.

FieldUse
titleClear page name used in navigation and headings
descriptionShort summary for readers and metadata
orderNavigation order
statusPage state, such as Draft, In review, Approved, Public brand, Platform UI, or Shared system
lastUpdatedLast meaningful content update date in YYYY-MM-DD format
purposeOne sentence explaining why the page exists and what decision or action it supports
useShort list of contexts, audiences, or situations where the page should be used

Use status honestly. If guidance is still being shaped, mark it as Draft or In review rather than making it sound settled.

Universal Design for Learning

When Opries educates the public or platform users, provide more than one way into the information.

  • Use summaries for quick orientation.
  • Use headings that describe the content, not vague labels.
  • Keep paragraphs short and focused on one idea.
  • Use lists for steps, options, requirements, checks, and comparisons.
  • Use tables when people need to compare details.
  • Put definitions close to first use.
  • Use examples for complex ideas, especially compliance, audit, governance, and workflow concepts.
  • Give users multiple paths: summary, detail, example, checklist, and next step.
  • Avoid relying on colour, position, icons, or prior product knowledge alone.

Good structure reduces cognitive load. This matters for volunteers, committee members, coordinators, funders, staff working under pressure, and people using the platform on different devices or with different levels of reading confidence.

Checks

  • Does the page start with the point before adding detail?
  • Can a reader scan headings and understand the structure?
  • Are examples, tables, or checklists used where they reduce effort?
  • Is the status, purpose, and last updated date clear in front matter?

Sector-sensitive language

Use "Aboriginal and Torres Strait Islander peoples" respectfully where relevant. Do not imply ownership, consultation, or endorsement where it has not occurred. When content refers to Country, Traditional Owners, cultural heritage, or local ecological knowledge, confirm the correct local wording with the organisation.