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Brand Voice Guide

How Paper Kite Studio writes for clients, collaborators and the public

Brand & Content Team · Paper Kite Studio · 2026-10-31

This guide sets the standard for every word Paper Kite Studio publishes or sends: website and project pages, proposals and decks, client email, social posts, and the briefs and reports we hand over. It is a working reference, not a manifesto. Before anything leaves the studio, a…

The guide has one owner, the Brand & Content Team, and one test: a reader should finish our writing knowing what we do, what happens next and what we need from them.

Who this applies to. Partners, producers, designers, writers, developers, interns and freelancers writing anything a client or the public will read — first drafts as much as final copy.

We write for four readers. Most studio writing is read by more than one; decide which is primary before drafting, and let that choice settle later questions about length and detail.

Readers outside this list — procurement, legal, accessibility auditors — get the same voice with less colour and more structure. When a document serves two readers, write for the one who decides and put the detail the other needs in a closing note.

JORDAN ELLIS [Sample content]

Store Operations Lead — now moving into User Research Operations

jordan.ellis@example.com · +1 555 0142 · Portland, OR [Sample content]

PROFILE

Store operations lead moving into user research operations. Six years [Sample content] in high-volume retail built the habits this role runs on: interviewing customers one to one, mapping the service process behind their complaints, and closing feedback loops with a decision rat…

TRANSFERABLE SKILLS

CORE SKILLS

EXPERIENCE

Store Operations Lead — Northline Home & Hardware [Sample content]

March 2022 – Present [Sample content] · Portland, OR [Sample content]

Fictional document — every person, project and result below is illustrative

Profile

Research assistant with three years of applied experience across interview-based, survey-based and evidence-review studies of local public services. Runs fieldwork end to end: drafting instruments, recruiting and consenting participants, managing datasets, coding transcripts, an…

Research projects · three selected studies

Neighbourhood Transit Access Study SAMPLE CONTENT

Research Assistant (fieldwork and coding) · Jan 2025 – Aug 2025 · Qualitative

Mixed-method study of how residents in four outer-urban neighbourhoods reach work, school and health appointments when bus frequencies change.

Contribution Co-wrote the interview guide, conducted 18 of the 42 interviews, built the codebook with two colleagues, double-coded 20% of transcripts, and co-authored the methods chapter.

Result 42 interviews · 6 final themes · inter-coder agreement κ = 0.81 SAMPLE CONTENT

Campus Wellbeing Survey 2024 SAMPLE CONTENT

Community operations manager coordinating volunteer-led programmes, neighbourhood events and partner relationships. This document is a sample: the person, organisations, dates and results described here are fictional placeholders and have not been validated.

Sample content — Certificate in Volunteer Programme Management (fictional) · Community First Aid (fictional) · Event Risk Assessment short course (fictional).

Sample content. The day was planned as a single drop-in session where neighbours could bring small household items for assessment and repair, meet volunteers and learn what the programme offers.

•Give residents a low-cost way to keep usable items in circulation.

•Give new volunteers a supported first shift with a clear role.

•Test whether a one-day format can be repeated each quarter.

•Confirm actual figures before any external reporting. Owner: sample content (programme lead).

•Add an overlap shift to the volunteer rota for the next session. Owner: sample content (volunteer coordinator).

•Publish a one-page results note once validation is complete. Owner: sample content (communications).

Prepared by sample content — Community Operations · Review date: sample content · Results unverified.

Stormwater, Explained

Surface runoff, permeable paving, rain gardens and detention spaces — a public brief

Public Information Team · 31 October 2026

Rain that falls on roofs, roads and car parks has to go somewhere. Where the ground is sealed, that water cannot soak in where it lands. It becomes surface runoff: water that travels downhill across hard surfaces, gathering speed and whatever it picks up along the way.

How a neighbourhood collects, holds and releases that water decides whether a storm passes through harmlessly — or leaves flooded underpasses, backed-up basements and muddy, polluted streams behind it.

This brief explains four common measures — permeable paving, rain gardens, detention spaces and the runoff they all manage — and how they work together as one system.

When rain falls, it can do one of three things: soak into the ground, be taken up by plants, or run off the surface. On natural ground, most rain infiltrates and only a small share becomes runoff. On sealed surfaces — asphalt, concrete, compacted ground — infiltration is blocked…

Runoff matters for three reasons:

Contents

One sentence. Every other line in this handbook has to be able to trace itself back to it.

Positioning test: if the line could describe any bottle on the shelf, it is not MINT’s line yet.

Three principles, in priority order. When two pull against each other, plain wins, then warm.

Voice test: read the line out loud. If it sounds like a press release, or like a stranger being friendly at you, rewrite it.

Long version for the product page, short version for cards, ads and packaging.

No capacity, performance or durability numbers here — add them only with test data.

Press release · For immediate release · Fictional example

AURA | A Beam of Light That Changes with the Space

A fictional modular desk lamp brand — media kit for illustration and layout review only.

Concept

AURA begins from a simple refusal: the desk lamp should not have to be the fixed object in a room that keeps changing. The studio's concept product keeps the familiar silhouette of a desk lamp — a weighted base, a slim stem, a head that can be aimed — but splits it into a small…

The light itself is treated as the adjustable part. A narrow head throws a defined pool for close reading or repair work; a wider head softens the same desk for conversation or video calls; a low head with the amber lens turns the lamp down for the end of the evening. The intent…

Around that idea sits a deliberately quiet object. The palette is limited to charcoal black, warm white and a single amber accent, and the form avoids ornament in favour of clean joints and honest materials. AURA describes the approach as restraint: fewer parts, visible construc…

Founder comment

About AURA (fictional)

AURA is an invented brand created as a written example. It has no products for sale, no customers and no certifications. Any specification, price or date not stated in this kit is undetermined and shown as “To be announced”.

PROFILE

Front-end engineer working where product design, performance and accessibility meet. Each sample engagement below was owned end to end: framing the problem, choosing the approach, defining how it would be measured, and stating plainly what is proven and what is not.

CORE COMPETENCIES

SELECTED PROJECTS

Accessibility overhaul — testing checklist

Expanded working checklist for the accessibility project summarised on page one. Each row names the check, the method used to run it, and the acceptance criterion that has to hold before a flow can ship.

Sample content — a reusable template, not a record of a completed audit. Status values describe the sample project and are illustrative.

SCOPE AND ENVIRONMENTS

TESTING CHECKLIST

SIGN-OFF

HARBOR · TEAM COLLABORATION PLATFORM

Design SystemHandoff Manual

Colour, type, component and process decisions for shipping HARBOR interfaces — written to be handed over, reviewed and edited.

Prepared as a handoff template. Sections 1–11 are the manual; Appendices A–C support review and adaptation.

The contents list is a live field. Open the document in Word, right-click the list and choose Update Field to fill in page numbers after editing.

Right-click here and choose “Update Field” (or press Ctrl+A then F9) to build the contents list with page numbers.

This page records what changed, who the manual is for and which conventions it uses. Keep it current: a handoff manual that disagrees with the library it describes costs more time than it saves.

PROFILE

Data analyst with six years of experience turning ambiguous business questions into measurable, well-documented metrics. Builds SQL and Python pipelines that keep definitions consistent across teams, designs retention segments that survive scrutiny, and runs operational experime…

CORE SKILLS

CASE STUDY 01 METRIC DEFINITION CASESample content

One page: standardizing “active user” and a north-star metric set across three product teams

PROBLEM Three product teams reported weekly active users from the same warehouse and disagreed by up to 18% (sample data). Roadmap and staffing decisions used incompatible numbers; no one owned a definition, and near-identical SQL had been copied into a dozen dashboards.

METHOD Inventoried 40+ metric references across dashboards, documents and queries. Interviewed product, finance and support stakeholders to map each team’s real decision. Drafted a decision-rights table (owner, approver, reviewer), then wrote canonical definitions as versioned d…

DELIVERABLE A metric dictionary with the specification below, 14 dbt data tests, a definition-change review checklist, and a one-page executive summary that states what changed and what did not.

IMPACT — TO BE VALIDATED Expected: one agreed WAU definition adopted by all three teams, removing the ~18% reporting variance at source. Validation plan: re-run the reconciliation weekly for four weeks and compare team-reported against canonical WAU, with a target of ≤2% varianc…

CASE STUDY 02 RETENTION SEGMENTATIONSample content

Version 1.0 · Last updated: [insert date] · Next review: [insert date]

Northline Collective is a fictional, remote-first product team. This guide is the single starting point for a new joiner's first 30 days: the onboarding timeline, how we work asynchronously, how account access is requested, the first-week tasks and the 30-day review.

How to use this guide

Managers: copy this document, replace every [bracketed] field with real names, dates and tool links, and share it with the joiner at least three business days before Day 1.

New joiners: work through Section 5 in week 1 and bring the Section 6 self-assessment to the 30-day review.

People Ops: keep Sections 2 and 4 aligned with the current handbook, systems list and legal requirements.

Who's who during onboarding

The timeline runs from five business days before Day 1 to the Day 90 check-in. Each phase ends with a milestone that must be met before the next phase starts; if it is not met, the manager and joiner agree a revised date in the tracker.

COMMUNITY OPERATIONS PROPOSAL · DRAFT 0.1

HOLLOWAYCommunity Repair Café Pilot Proposal

Prepared for: a public example · Status: concept draft for discussion · Pilot weekend: one Saturday + Sunday, date to be set · Concept example · Not a real project

About this document. This is a fictional concept proposal written as a public example of a warm, community-run repair pilot. It describes an intention to run one trial weekend, not a service that exists. Every figure in it is a simulated placeholder. Concept example · Not a real…

The Holloway Community Repair Café is a two-day pop-up where neighbours bring small broken household items and repair them alongside volunteer fixers. It is designed as a social room first and a service second: people wait, talk and learn at the same table where a lamp, a jacket…

This proposal asks for a single pilot weekend rather than an ongoing programme. Running once, in one venue, with a capped number of items, lets a small volunteer team test whether demand, capacity and the booking-to-feedback flow actually work before anyone commits to a recurrin…

Demand — that residents have a real backlog of small repairable items — and will bring them.

Capacity — that the room, tools and shift pattern can host roughly 24–32 items over two days.

The Rooftop Garden is a proposed 200 m² community growing space on the roof of the Alderman Works building. The concept is deliberately low-build: raised beds, shared seating, shade and a small covered work area, open to the surrounding neighbourhood for fixed hours each week an…

This brief sets out who the space is for, the three hypotheses the pilot is designed to test, what the pilot will and will not cover, the actions required over twelve weeks, the principal risks and the decisions the pilot is expected to inform. It is written for a steering group…

The pilot prioritises people who live or work within a fifteen-minute walk. A neighbourhood space earns its place through repeat, low-effort visits rather than one-off events, so the audience is defined by proximity and habit, not by broad appeal.

Two groups are treated as primary — they carry most of the expected footfall and shape the opening hours. Two further groups are secondary: they use the space through booked sessions and are important to the partnership hypothesis, but the pilot does not depend on them for volum…

Out of scope for this audience definition: commercial hire, private events and paid membership. These are not ruled out beyond the pilot, but they are not part of it, and no pilot activity should be designed around them.

The pilot is an evidence exercise, not a demonstration. Each hypothesis states what we expect, how the pilot tests it and the result that would count as support. Thresholds are indicative and should be confirmed with the steering group before launch; a hypothesis that is not sup…

The pilot is bounded by time, site and budget so that its results can be attributed to the model rather than to a one-off push. The table below is the agreed boundary: anything outside it requires a separate decision.

03 HIGH WATER AND LOW WATER

High water is the moment the sea reaches its highest level at a place; low water is its lowest. In between, the water ebbs (falls) or floods (rises). The difference in height between a high and the next low is the tidal range. The Moon returns overhead every 24 hours 50 minutes,…

04 SPRING TIDES AND NEAP TIDES

The words are not about the season — “spring” here means the water springs up, in any month of the year.

CONCEPT COMPARISON TABLE editable — rewrite any cell to match your own textbook or syllabus

Sample content for classroom practice — heights, times and examples are illustrative. Before any trip to the coast, check the local tide forecast and the safety notices for that beach or harbour.

Two observation exercises

Both use published tide predictions, so you can do them from a desk or a classroom — there is no need to stand near the water. Write in the spaces provided; the hints are below.

H ANSWER HINTS

▪ Timing. Successive high waters are about 12 hours 25 minutes apart, because the Moon returns overhead every 24 hours 50 minutes.

You're invited to GLOW

A three-kilometre night-walk through the city — lantern light, quiet streets and short stories after dark. One evening, in small groups, at walking pace.

The invitation

Dear [GUEST NAME],

Please join us for GLOW, a guided night-walk through the city on [DATE]. We meet at [LOCATION] at [START TIME], and set off in small groups as the light goes down.

The walk is about three kilometres at a conversational pace, with short pauses at six lit waypoints. There is no rush and no finish line — just a city seen slowly, after dark.

Please reply to [CONTACT PERSON] by [RSVP DATE] to hold a place. Places are limited, and the walk goes ahead in most weather.

Warmly,

The GLOW team

The concept

I turn ambiguous, high-stakes problems into shipped products people trust. Sample content

Project Experience

Orbit — B2B Banking Dashboard RedesignSample content

Lead Product Designer · 6 months · 1 designer, 3 engineers, 1 PM (Sample content)

• Ran 14 discovery interviews with treasury analysts and mapped 3 end-to-end reconciliation workflows. (Sample content)

• Redesigned the reconciliation flow, cutting average task completion time by 38%. (Sample content)

• Shipped with the platform team; adoption reached 72% of active accounts within 90 days. (Sample content)

Halo — Field Service Mobile App (0 to 1)Sample content

Senior Product Designer · 9 months · 2 designers, 5 engineers (Sample content)

• Took the product from concept to launch across 2 platforms and 11 core screens. (Sample content)

FIELD STUDY 03 · OBSERVATIONAL RESEARCH REPORT

The Reading Corner on Alder Row

How a small, volunteer-run reading space is used, shared and valued across seven days — and what the next round of observation should measure.

1 Purpose and setting

The Alder Row Community Centre sets aside an 18 m² corner of its main hall as a free reading space: one armchair, two benches, a low table, a rug and about 420 donated books. It is open whenever the hall is open, 08:00–20:00, but staffed by a volunteer for only two hours a day.…

2 Research questions

RQ1 Use — Who comes to the corner, when, for how long, and what do they actually do there?

RQ2 Conditions — Which social and environmental conditions accompany sustained reading rather than brief browsing?

RQ3 Meaning — How do visitors themselves describe the corner's value, and where do quiet, sharing and space come into tension?

3 Hypotheses

How to Use This Guide

A balcony changes more than most growing spaces: the sun angle, wind, rain and temperature all shift through the year, and two plants side by side can need opposite treatment. Read this guide in three ways — by season, by plant, and one decision at a time before you pick up the…

01 Four-Season Care at a Glance

Compare the four recurring jobs across the year. Cells assume a temperate climate and a sheltered balcony; treat each one as a starting point and let what you actually observe decide.

02 Pothos, Mint & Rosemary: How Care Differs

Three very different plants: one forgiving, one thirsty, one dry-loving. The same balcony corner can suit one and stress another, so match each plant to its spot and its own watering rhythm.

03 Check the Soil Before You Water

Most balcony plant problems start with watering by habit instead of by soil. Run this check every time, and let the soil decide.

1. Look at the surface. Is the top of the soil light-coloured and dry, or still dark and damp?

2. Test below the surface. Push a finger, a chopstick or a moisture meter 2–3 cm into the soil. Note whether it feels dry, barely moist, or wet.

ATLAS | One-Hour Museum Visit Guide

One hour,four galleries.

A calm, self-guided route through a fictional city museum — with one highlight and one question waiting at every stop.

Welcome to ATLAS.

This is a short visit, not a survey. Follow one clear route from the entrance to the exit, stop at four galleries, and use a single question at each stop to keep the looking slow. The whole guide is editable: change the gallery names, times or prompts to suit your own venue.

Your route

One continuous, step-free route. About 12 minutes at a gentle pace without stops. The order is fixed; the time you spend is yours.

Choose your pace

FOUR STOPS · ONE HIGHLIGHT EACH

Look closer, stay longer.