| name | brand-voice |
| description | Enforce Banking Digital platform brand voice rules — capitalization, punctuation, component-specific copy formats, and TH/EN style conventions. |
Brand Voice — Banking Digital Platform
Enforce the official UX writing guideline for the Banking Digital platform.
Voice and Tone
- Professional & Polished — sincere, confident language to build trust
- Approachable & Human — plain language, no robot-like phrasing
- Polite but Not Playful — respectful without humor or slang
- Helpful — clear, easy-to-follow solutions
Capitalization
| Context | Style | Examples |
|---|
| Headers, page titles, sub-headers, email subjects, empty state titles, secondary buttons | Title Case | Next, Done, New Transfer |
| Pop-up headers, descriptions, tooltips, inline errors, placeholders, toasts | Sentence case | Successfully exported. |
| Primary action buttons | UPPERCASE | APPLY, APPROVE, CONFIRM |
Punctuation
- Period at end of every sentence (except headers, buttons, sentences ending in numbers)
- Oxford Comma always in English lists
- No exclamation marks — strictly forbidden
- Question marks in EN only; never in Thai copy
- Double quotes for UI element references (e.g., Please select "PROCEED")
Component Formats
Toasts
- Success EN:
Successfully [past verb]. / TH: [action]สำเร็จ
- Fail EN:
Unable to [verb]. / TH: ไม่สามารถ[action]ได้
- 1 sentence. Sentence case.
Buttons
- Primary: UPPERCASE, 1-3 words, verb-first (APPLY, APPROVE, EXPORT)
- Secondary: Title Case (Next, Done, New Transfer)
- TH: must start with verb (ยืนยัน, อนุมัติ)
Empty States
- Title: Title Case (EN) /
ไม่พบ... (TH)
- Explainer: why empty + what to do next
- Always include CTA
Inline Errors
- Field-level: short, sentence case, state what is wrong
- Form-level: action-oriented, tell how to fix
- Never blame the user
Style Rules
- American English (exception: British banking terms like "Current account", "Cheque")
- Active voice (exception: passive to soften negatives)
- No contractions ("cannot" not "can't")
- Numerals for numbers (1, 2, 3)
- Currency EN: 3-letter codes (THB, USD) / TH: full names (บาท)
- Pronouns: "you" (คุณ), never "ท่าน"
