DOs

Utilize smart, playful, and rewarding living brand values here, for language that sets a scene and builds a unique world.

Lean into the idea of ‘Palace’ being a reference to a ‘palace of the mind’ (personalization / personal challenge), synonymous with ‘bounty’ (quality + quantity), or evocative of the sense of adventure (personal challenge / quest / goal-driven endeavor) reminiscent of stories in which a palace or kingdom is featured. … Read More

Seek to inspire simple smiles while using words that slightly elevate the tone for our self-proclaimed ‘word nerds’; knowing yet approachable.

Use fitting, modern, still commonly understood ‘Palace’ words (e.g. Bounty, Feast, Queen, Kingdom, Adventure, Festivities, Chamber, Joust).

DON’Ts

Avoid awkward, forced puns or jokes (say no to ‘forced laughter’ or infantilizing / talking down to our players)

Avoid leaning too much on ‘Palace’ language. Try to limit to once per piece of content (i.e email, ad). … Read More

Avoid themes involving ‘the royal treatment’ or royal court. Where’s the challenge or adventure in getting handed everything on a platter or pampered due to privilege?

Do not treat ‘king’ as royal default — it’s gendered and the majority of our audience identifies as women (see further guidance in tone guide).

Avoid words rarely used today (i.e Good morrow, Ye, Hark!).