Voice
Tone of voice and brand instruction
What it is
How the brand communicates in words — voice traits, formality, person, vocabulary, brand name rules, plus the AI-executable Brand Instruction.
Why it matters for image generation
Tone of voice governs text-on-image copy. The full Brand Instruction is what Opal applies to every generation.
Summary
Confident, clear, and human. We sound like the smartest person in the room who actually wants you to understand.
Voice characteristics
- Formality
- Professional but conversational
- Person
- Second person (you), first person plural (we)
- Brand name rules
- Always 'Optimizely'. Never 'Opt' or 'O.' Never with a trailing space or asterisk.
- As verb
- prohibited
Key traits
- Confident
- Clear
- Human
- Optimistic without hype
Recurring language
- test, learn, ship
- experimentation
- what works
Avoid
- Hype
- Jargon without definition
- Negative framing
- Vague superlatives
Preferred terms
| Avoid | Use instead | Context |
|---|---|---|
| users | customers | When referring to people who buy our software. |
| test | experiment | In Web Experimentation contexts. |
| DX platform | DXP | Always capitalised; never spelled out. |
Brand instruction
The AI-executable brief Opal applies to every generation when this brand pack is active.
Generate imagery for Optimizely — a digital experience platform. Use composite photography: a real customer portrait in the lower-third over a sweeping landscape from the Lands of the Liberated library. Lighting natural. Palette centred on Brand Blue (#0037FF) with Yellow (#FFE600) accents and Ink (#0E0E2C) typography. Tone confident, grounded, optimistic. Do not reproduce the Optimizely wordmark — reserve a clear zone in the top-right for post-generation logo compositing.
Identity summary
Optimizely is a digital experience platform serving marketing and product teams. The brand is confident, modern, and grounded — software for people who ship.
Visual summary
A blue-dominated palette with Yellow optimism accents, sharp typography, and composite portrait-and-landscape photography. The Opal AI identity is a distinct sub-system within the brand.
Tone & atmosphere
Optimistic, grounded, modern. Confident without theatrics.
Gradients
Used only for the locked Extrusion palette. No freeform gradients elsewhere.
Photography style
- Real customers in real environments
- Natural or practical lighting
- Composite portrait + landscape for marketing hero imagery
- Restrained colour grade
- Eye contact and dignified framing
What to avoid
- Stock-style imagery
- Recognisable landmarks
- Teal-and-orange grade
- Reproducing the Optimizely wordmark in-generation — leave a clear zone top-right for post-generation compositing