Once Upon a Time, Inc. Content Style Guide

Use this to help write Once Upon a Time’s website content. This is a living document that can and will change as OUAT grows and further client and research team feedback is gathered.

Voice and Tone

For Once Upon a Time, Inc. (OUAT), the voice and tone in the content should be carefully crafted to reflect the organization's mission, values, and the diverse communities it serves.

Voice Characteristics

1. Empowering
   • The voice should inspire confidence and action, empowering individuals to embrace their creativity and take ownership of their journey.
   • Example: “You have the power to tell stories through the arts. We’re here to help you bring it to life.”
2. Warm & Welcoming
   • The tone should be friendly and open, creating a space where everyone feels valued and included. It should invite people from all backgrounds to explore their creative potential.
   • Example: “No matter where you are on your journey, we welcome you to join our community.”
3. Supportive
   • The voice should offer encouragement and support, especially when addressing potential challenges. It should emphasize that OUAT is a safe space for learning, growing, and creating.
   • Example: “Starting dance for the first time can seen intimidating, but we’re here to help teach you the skills you need to flourish. Let’s take this journey together.”
4. Inspiring & Uplifting
   • The voice should motivate and excite the audience about the possibilities that the arts offer, focusing on the positive impact that creativity can have on personal and community growth.
   • Example: “Through dance, music, and art, you have the ability to change not just your life, but your community as well.”
5. Inclusive
   • The voice should emphasize that all people, regardless of their experience or background, are welcome. It should create a sense of belonging for everyone.
   • Example: “Whether you’re just starting out or have been dancing for decades, you have a place here.”

Tone Guidelines

1. Optimistic & Hopeful
   • The tone should always focus on possibility, growth, and the future. Use language that reinforces the transformative power of creativity and the arts.
   • Example: “The arts have the power to open doors to new opportunities. Let’s explore those doors together.”
2. Friendly & Approachable
   • Use a conversational tone that feels natural and engaging. It should be easy to read and relate to, as if speaking to a friend who is guiding you through the process.
   • Example: “Have you thought about how you want to express yourself today? We’ve got some great options to get you started.”
3. Authoritative & Knowledgeable
   • While the voice should be warm, it should also reflect expertise and reliability. OUAT should be seen as a trusted source for knowledge and resources related to arts education and community building.
   • Example: “Our programs are designed by experts in the arts to help you build the skills you need to succeed.”
4. Encouraging
   • The tone should inspire individuals to take action, whether it's signing up for a program, attending an event, or getting involved in the community.
   • Example: “Ready to start your journey? Let’s make this a memorable experience together. Join us today!”