Voice and tone

Voice is our brand’s personality in written form. Tone refers to the mood or attitude our voice takes when communicating with different audiences.

Use our voice and tone when creating collateral that represents the company. Use your own voice in your communications, as in emails and blog posts.

We are

Visionaries who think big picture
Problem-solvers
Storytellers who communicate through a human lens
Optimistic about the future
Charismatic and engaging
Truthful and accurate

We are not

Traditionalists
Naysayers
Bureaucratic
Salesy or pushy
Pretentious
Verbose or long-winded
Hyperbolic or overly subjective

Flatiron’s Voice

The Flatiron voice is captured in the following five traits:

Confident

We speak in an assured and simple manner. The magnitude of our mission keeps us humble, while the rigor of our research and our commitment to data is a source of confidence.

Our voice is confident, not pretentious
Our voice is simple, not showy

Straightforward

We speak matter-of-factly. We lead with data and information, using accessible language to bridge understanding. We cut to the chase but never sacrifice the science or technology behind what we do.

Our voice is approachable, not verbose
Our voice is pithy, not overly explanatory

Deliberate

We speak with a clear purpose behind each interaction. Our words are carefully chosen and precise.

Our voice is thoughtful, not reactive
Our voice is focused, not myopic

Collaborative

We speak with an eagerness to share and listen with a desire to learn. Our mission means that we—and our partners—face unknowns every day. We facilitate an open exchange of ideas.

Our voice is eager, not overbearing
Our voice is curious, not closed

Motivated

We speak with measured optimism and hope. While we are committed to progress and improving patient outcomes, we never over-promise. We always remember that behind the data are real people.

Our voice is hopeful, not cheery
Our voice is compassionate, not dismissive