Relatable — Conversational — Insightful — Confident — Supportive

We’re the player you’d chat to in the changing room. We’re not stuffy, there are no preconceptions and everyone is welcome. If we can inspire with our words, then we should.

Relatable is:

A shared passion

From the player's point of view

A human sense

Player-first

Like speaking with a player at a squash club

Authentic

Relatable is not:

Patronising

Snobbish

Incomprehensible

Eg.

We don’t take ourselves too seriously and will use wit and humour when appropriate, but we’re not out for a quick laugh for the sake of it. We use natural, spoken sentence flow and warm language. We’re never shouty or in your face, fighting for attention.

Conversational is:

A calm conversation with a trusted friend

Flashes of wit where appropriate

Warm and approachable

Informal, clear and understandable

Conversational is not:

Shouty

Packed with exclamation marks

Stuffy and dry

Eg.

We’re a squash business, made by people who play squash for people who play squash. We’re heavily invested in making you the best squash player you can be and in doing whatever we can to leave the sport in a better place for future generations.

Insightful is:

Innovative and at the cutting edge

Sharing our knowledge and thought leadership

Honest, accurate and positive

Insightful is not:

Facts and figures focused

Misleading or uncertain

Gatekeeping

Eg.

We’re established and one of the most well-known brands in squash. We’re confident in our experience and credentials and that players will improve their game with us.

Confident is:

Established

Proud of credentials

Assuredness

Confident is not:

Arrogant

Authoritative

Eg.

We’re on a mission to help squash players around the world, no matter their ability, experience or access to facilities, to become the best player they can be and get as much enjoyment out of the sport as possible.

Supportive is:

Offering a personal touch

First and second person reference

Compassionate and understanding

Welcoming and inclusive

Supportive is not:

Exclusive based on level of knowledge or experience

Overwhelming or jargon-filled

Eg.