Values & tone of voice

Subject: Branding DRI: @Victor Coisne and @Dessire Ugarte Amaya Last update: October 2022

With our company’s growth and direction, we need a brand identity that is consistent, efficient and flexible.

These guidelines cover the following elements: mission statement, brand narrative, tone of voice, logo, color & typography.

Mission Statement

We believe in a world where technology unleashes content creativity and productivity for all.

Our mission is to empower millions of people to share and manage any content, anywhere.

Company Description

Strapi is the leading open-source headless CMS: 100% JavaScript / TypeScript, extensible, and fully customizable. Strapi enables developers to build projects faster by providing a customizable API out of the box and giving them the freedom to use their favorite tools. Content teams use Strapi to autonomously manage all types of content and distribute it from one CMS to any channel including websites, mobile apps, or connected devices. The remote company has employees in more than 20 countries and is scaling its team globally. To learn more, visit strapi.io.

Strapi is venture-backed by Accel, CRV, Flex Capital, Index Ventures, and Stride.VC as well as notable angel investors and open source experts.

Brand narrative

In the digital age, content is everywhere.

Production and distribution have shifted from the few to the many. We have all become the media, and everyone has a story to tell or something to sell. A need to create and connect, post and publish, showcase and share. Brands are broadcasting their stories far beyond websites through modern customer experiences across a variety of devices and channels.

But not everyone is content with their content tools.

They’re being held back by an old stack, stuck with software that’s proprietary, prescriptive and painful to use. Or trapped by traditional tech. So it's time we changed CMS as we know it, and open up minds to the benefits of going headless.

We exist to fuel the world’s creativity and productivity by unleashing the power of content. So we've built the next generation CMS that does exactly that, across the full lifecycle and the entire stack.

It’s open-source, 100% Javascript, headless, community-first, and will stay that way forever.

Strapi enables content-rich experiences to be created, managed and published, to any digital product, channel, or device.

Strapi can be 100% configured for a tailor-made solution, and allows to keep 100% control at all time on all data.

Get set up in minutes to build projects in hours instead of weeks.

Simply build using the tools you already love. Effortlessly create content architectures that flex to your needs. Seamlessly create, add and edit any content type from any source.

Configure your platform to maximize your team's productivity. Assign roles, permissions and team members to make your work flow and stay organised, adaptable and extensible.

Ensure your content is always sorted, safe and ready to go. Anywhere you need, any way you like, any time you want. Dynamic, dependable and documented.

Tone of Voice

Strapi's tone of voice is helpful, kind, funny, dynamic, ambitious and respectful of users and of competitors.

With every piece of content we publish, we aim to:

  • Empower the community. We help the community understand Strapi by using a level of language accessible that informs them and encourages them to use Strapi for their projects.
  • Support. We treat readers with consideration and empathy by giving them the exact information needed and the direction to learn more. We always assume good faith, and don't forget that we are the more knowledgeable about our solution and that users are not necessarily as experienced as we are.
  • Think big, talk small.
  • Speak truthfully. We avoid jargon, metaphors and exaggeration and focus on clarity and real proven, data-driven or claims.