Voice & Tone

Our voice

Orange Rabbit Passport speaks with a warm, curious, and welcoming voice. We’re friendly and modern — never sterile or corporate. Our tone is playful but purposeful, using simple language and short sentences to guide people clearly.

We highlight people, places, and moments — not just features — making events feel like gateways to connection and belonging.

Five tone principles

Worked examples

Inviting someone to an event

✅ On-brand

“Web3 Wednesday’s back at Sierra Gold tonight. Doors at 6. Bring a friend — or come alone and leave with three.”

❌ Off-brand (too corporate)

“Join us for the next iteration of our recurring Web3 Wednesday networking event at the Sierra Gold venue, commencing at 18:00 hrs.”

❌ Off-brand (too gimmicky)

”🎉🐰💥 OMG you GUYS, Web3 Wednesday is ABOUT to be LIT 🔥 don’t miss it babes 🚀🚀🚀“

Explaining the Passport tier

✅ On-brand

“The Passport is the inner circle. You get the drops before they go public, the voice memos before they hit Twitter, and a seat at events most people don’t know exist.”

❌ Off-brand

“Subscribers receive premium tiered access to exclusive content, priority event registration, and members-only communications via our proprietary platform.”

Announcing a sponsor

✅ On-brand

“Coindesk is backing this Friday’s session. They’ve been showing up for us since 2022 — and they’re back because the conversation here doesn’t happen anywhere else.”

❌ Off-brand

“We are proud to announce that Coindesk has agreed to be the official sponsor of our upcoming Friday programming.”

Words & phrases

Use generously

• The network (singular, intentional — the Orange Rabbit network, not a “platform” or “community”)
• The Portal (capital P — the members’ app)
• The Passport (capital P — the loyalty + identity primitive)
• Spot the rabbit · Scan · Earn · Belong
• Real-world, IRL, in-person
• Builders, operators (not “users”)
• Show up, make space, bring a friend

Use sparingly

• “Community” (overused everywhere — say “network” or “members” when you can)
• “Platform” (sounds tech-corporate — use “Portal” or “app”)
• “Ecosystem” (a thought-leadership word; we are not the OECD)

Don’t use

• “Disruption”, “synergy”, “leverage”, “transform” — corporate filler
• “Unprecedented”, “world-class”, “best-in-class” — empty premium
• “Web3 enthusiasts”, “crypto natives” — patronizing labels
• Excessive emojis (one rabbit per post max, used sparingly)
• “Click here” — describe the destination

Formal moments vs casual moments

The one-liner test

Before you ship copy, read it aloud. Ask: would Mike actually say this at the end of a meetup? If the answer is “he’d cringe,” rewrite it.