Brand Toolkit: Voice and tone

Our words

Competent
  • Experienced
  • Expert
  • Capable
  • Dependable
Respectful
  • Open
  • Approachable
Curious
  • Problem solvers
  • Flexible
  • Optimistic
Trusted
  • Leadership
  • Honest
  • Accountable
  • Authoritative
Mission-driven
  • Impactful
  • Caring
  • Together
  • Well-being
Good stewards
  • Efficient
  • Dependable
  • Cost-conscious

Who we are

Ad hoc is

Always Sometimes Never
listening insistent closed-minded
confident opinionated argumentative
accountable at fault apt to blame someone else
respectful humorous sarcastic, or mean
concise informal chummy
aspirational galvanizing monotone

This, not that

  • We build digital services, not digital products or web apps
  • We build meaningful government technology, not civic tech
  • We build for people, not users
  • Team members, not employees, resources, or ‘ad hocers’
  • We are purposeful, not passionate