The Brand

We’re driven by our shared vision of making a positive impact on the world.
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Core

An unbridled commitment to driving excellence
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Purpose

To elevate the quality of human life
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Mission

Build a world where every digital interaction contributes to positive change
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Vision

Guide visionaries to create purposeful impact by building the next generation of digital solutions

We have built our existence around five core values that lay the foundation of who we are and how we do things.

Aubergine’s personality is that of a trusted partner, an empathetic problem-solver, and a forward-thinking innovator.
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Empethetic

We put people first—whether it’s our clients, their users, or our team. We actively listen, understand challenges, and design solutions that truly matter.

‍Do's:

• Write in a way that acknowledges the reader’s challenges and needs. For example, knowing when to leverage technical vs non-technical.
• Use storytelling to highlight real human experiences.

Don'ts:

• Avoid overly technical or impersonal language.
• Don’t focus solely on features— tie them back to user benefits.
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Trustworthy

Trust is at the core of everything we do. We communicate openly, set realistic expectations, and deliver what we promise.

‍Do's:

• Use clear, honest language with no over-promising.
• Provide data, testimonials, and case studies to back up claims

Don'ts:

• Avoid vague or exaggerated marketing statements, rose-tinted language, and convoluted sentences.
• Don’t use sales-driven tactics that prioritize persuasion over authenticity.
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Curious

We challenge conventional thinking and embrace new possibilities in design and technology.

‍Do's:

• Share insights on emerging trends and ask thoughtful questions in a way that’s accessible.
• Showcase experimentation and problem-solving in real-world applications.

Don'ts:

• Avoid making innovation seem complicated or intimidating.
• Don’t overuse buzzwords—explain concepts in a way that adds value.
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Inclusive

We believe in co-creating success. Our work thrives on diverse perspectives, shared learning, and meaningful partnerships.

‍Do's:

• Highlight teamwork, cross-functional collaboration, and community engagement.
• Use inclusive language that resonates with diverse audiences.

Don'ts:

• Avoid using exclusive or overly technical language.
• Don’t position the brand as a solo expert—showcase collective success.

Aubergine’s voice is empathetic, insightful, and expert-driven across all communication channels.
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Clear & Straightforward

We simplify complex ideas so that anyone can understand them.

‍Example:
Instead of “Utilizing AI-driven methodologies,” we say, “We use AI to make your workflows smarter.”
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Knowledgeable but Approachable

Trust is at the core of everything we do. We communicate openly, set realistic expectations, and deliver what we promise.

‍Example:
Instead of “Our industry-leading framework ensures scalability,” we say, “We’ve built scalable solutions for startups and enterprises alike.”
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Empowering & Solution-Oriented

We focus on how we help clients and partners overcome challenges, not just on what we do.

‍Example:
Instead of “This tool prevents errors,” we say, “With this tool, you can work smarter and reduce mistakes.”
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Honest & Transparent

We set realistic expectations and back up claims with data.

‍Example:
“Over 90% of our clients see a reduction in development time—here’s how.”
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Do’s & Don’ts for Brand Voice

Do's:

• Keep messaging clear and concise.
• Speak like an expert without being condescending.
• Use real-world examples and customer success stories.

Don'ts:

• Use unnecessary jargon or technical terms.
• Overuse promotional language—let our work speak for itself.
• Be overly casual in professional contexts.

Aubergine’s brand tone adapts based on the context, audience, and platform.
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Informative & Educational

(Blogs, Whitepapers, UX Case Studies)

We provide deep insights while keeping explanations engaging and accessible.

‍Example:
“Designing for accessibility isn’t just about compliance—it’s about creating experiences everyone can enjoy.”
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Conversational & Engaging

(Social Media, Community Interactions)

We engage with our audience in a friendly, interactive manner while maintaining professionalism.

‍Example:
“Struggling to optimize your Webflow website? Here’s a quick tip that might help!”
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Confident & Persuasive

(Sales Pitches, Landing Pages, Client Presentations)

We highlight the brand’s strengths with conviction and credibility.
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‍Example:
“Join 300+ businesses that have transformed their digital products with Aubergine.”
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Supportive & Reassuring

(Customer Support, FAQ, Troubleshooting Guides)

We acknowledge concerns and provide clear, solution-driven responses.

‍Example:
“We understand that migrating to a new LMS can be challenging. Our team is here to guide you every step of the way.”
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Do’s & Don’ts for Brand Tone

Do's:

• Adjust tone based on the audience’s emotional state.
• Maintain professionalism even when being conversational.
• Balance authority with approachability.

Don'ts:

• Force humor in serious contexts.
• Use a dry, corporate tone when engaging with creative communities.
• Sound robotic or impersonal in customer interactions.

Key elements of writing for Aubergine’s voice and tone.
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Active Voice

Use active voice. Avoid passive voice.
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Avoid Slang and Jargon

Write in plain English.
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American English

Use American vocabulary, slang, and spelling.
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Write Positively

Use positive language. Avoid words with negative connotations.
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Sentence Case

Use sentence case by default, including titles.