Ines's Team House Style
Set the words your team reaches for and the ones they retire, so every draft sounds like one desk wrote it.
NEW
Meet house style
Build a shared list of the terms your team should reach for, the phrases to retire, and a short note on why each call was made.
Original text
Replacement
Why it matters
Viewed
Accepted
Larkfield
Larkfield Studio
Use the full company name the first time it shows up in anything a customer will read.
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circle back
follow up
Plain verbs travel further than office idioms that not everyone in the room shares.
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KPI
success measure
Spell internal shorthand out for readers outside the team who don't understand it yet.
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leverage, leveraging
use, using
Reviewers keep flagging it, and readers rarely like this term in running copy.
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