Hex’s tone of voice is thoughtful, creative, and fun.
People should associate Hex with the cutting-edge of analytics workflows, and a passion for building well-made products. Every paragraph and pixel should be well-considered; we'd rather not do something than have it be low-quality. People should instinctively feel that Hex has a sense of craft: we deeply care about our work, and how it affects theirs.
Hex's brand feels different, and stands out in the sea of generic enterprise SaaS. It communicates clearly, avoiding insipid buzzwords. It also embraces the new and unexpected, without being overly eccentric or off-putting; we have taste. There should be a sense of confidence about everything we do, without being pretentious or arrogant.
Hex should feel trustworthy, like a recent acquaintance who you're surprisingly comfortable loaning your most prized possession – because that's basically what we're asking our customers to do with their data.
Hex's written content should feel informative and approachable. Prose needs to be clear, cogent, and concise. When in doubt, get to the point – and please avoid filler words or jargon.
We should convey a sense of seriousness about the subject matter, without taking ourselves too seriously. Witty asides – especially those that bring the reader into the joke! – are welcome, but should never feel forced.
Our default point of view is as fellow data practitioners. We want to communicate to our audience with an earnest enthusiasm about what we're building for them, because it's the thing we always wish we had when we were them.
We're positive, with an optimistic outlook on the potential of data. Hex wants to be friendly with everyone in the community – even competitors, whom we are surprisingly gracious toward. We avoid direct attacks or cheap shots, and refuse to slide into the studied cynicism of the day.
Blog posts should tell a story, but not get lost in it. Users should feel welcomed into the subject matter, and smarter for having taken the time to read it.
Product launch posts should briefly set up the problem, and then unpack how we solved it. Above all else, readers should feel excited to get into the product and try it themselves.
Docs and Guides should be informative and encouraging. Users should gain a sense of clarity and accomplishment. Check out the ‣ for more.
Subscribers should be excited anytime they get a Hex email in their inbox – and we should think twice before sending out campaigns that might detract from that. Opening our release notes should feel like unwrapping a present your thoughtful friend just dropped by with.
Thought leadership pieces should feel like quality, interesting content, and not trying too hard to shill for our product (in fact, the best posts may not even mention it!) Our opinions are founded in earned experience