Expression
Voice
Confident and premium, never corporate. How Itqan writes.
Professional, confident, premium — and never corporate. The test is whether a sentence could appear on any agency site in the world. If it could, it is not ours yet.
Instead of / write
We leverage a holistic, data-driven approach to unlock brand equity.
We decide what your brand is for, then build everything from that.
Says the actual method in words a client would use.
Our world-class team delivers unparalleled creative excellence.
Three people. We take fewer projects and go further into each one.
A specific, checkable claim beats a superlative nobody believes.
Elevate your brand to the next level!
Your brand has potential. We give it direction.
Names the gap and the fix. No exclamation mark required.
We guarantee a 300% increase in engagement.
Here is what we did for them, and what happened after.
The studio never promises an outcome. It shows one.
Never
Rules
Do: Write at an eighth-grade reading level for anything public-facing.
Do: Lead with the result, then explain the method.
Do: Use the specific number, name or timeframe rather than a vague claim.
Do: Keep sentences short. Confidence reads as brevity.
Do not: Do not stack adjectives. One does the job three cannot.
Do not: Do not use "solutions", "synergy", "leverage" or "unlock".
Do not: Do not use exclamation marks in marketing copy.
Do not: Do not describe the studio as passionate. Show the standard instead.
Approved boilerplate, taglines and service descriptions are in the copy library.