Tone and voice
Find out how we write and speak to our users.
Voice
Our voice is consistent. It’s how we speak to people, no matter who they are or what the situation is.
Using a consistent voice is like using the AT logo and brand colours. It helps our visitors to recognise and trust us.
AT's voice is:
- engaging
- helpful
- conversational.
Engaging
We invite our audience to join us through compelling reasons and a sense of optimism. We do not lecture our audience.
Helpful
We write as simply as possible, using short, clear chunks of key information.
Conversational
We don't speak like corporates. We talk in a genuine, human way.
We encourage Aucklanders to explore their city and tell them about exciting, future-focused projects in a friendly, relaxed way.
Tone
While your voice is fixed, your tone changes to suit the situation. You might use a different tone speaking to a stressed stakeholder than you would at a relaxed dinner with friends.
The tone we use can be instructional, confident or celebratory.
Instructional
- topping up an HOP card, finding a bus route, paying a parking fine
- supportive and to the point.
Confident
- project details and consultations
- factual, explanatory but concise.
Celebratory
- cycling event
- persuasive, specific.
Talking about AT
Auckland Transport is the correct name for our organisation. The ‘A’ and ‘T’ are in capitals.
Auckland Transport can be abbreviated to AT.
Auckland Transport is singular and so should be referred to as ‘it’ instead of 'they'.
For a more casual tone, use ‘we’ and ‘us’ to talk about AT.
Do not refer to the AT website on the AT website. Do not say:
- ‘Find out more at AT.govt.nz’
- ‘Find out more on the AT.govt.nz website’
- ‘Find out more on the AT website’
Instead, link directly to the page you want your visitors to go to.
If you're referring to the AT website somewhere else, such as in a flyer, refer to it as AT.govt.nz. Make sure to write 'AT' in capitals.
Talking to your audience
Speak directly to the person using our website. Use ‘you’. Be conversational.
Sometimes, ‘you’ can be confusing if you’re talking to multiple audiences. Add context to help make this clearer.
Yes
If you're on foot, you’ll start your walk from the park entrance. As a cyclist, you’ll start your ride from Meadowbank Station.
No
You will start your walk from the park entrance or from Meadowbank Station for cycling.
Refer to your audience consistently, do not switch between talking to your audience directly and indirectly.
Yes
You’re invited to the opening of the New Lynn to Avondale bike path. You can bring your own bike or hire one at the event.
No
You’re invited to the opening of the New Lynn to Avondale bike path. Attendees can bring their own bikes or hire one at the event.
Use ‘your’ when you’re talking about something specific that belongs to your audience.
Yes
Replace your HOP card
No
Replace an AT HOP card
When you’re talking about more general information, do not use ‘your’.
Yes
Apply for a concession
No
Apply for your concession
Do not use ‘I’ or ‘my’.
Yes
How to top up your HOP card
No
How do I top up my HOP card?
Be inclusive
Use inclusive language that does not leave anyone out.
- Avoid generalisations about groups of people.
- Only mention age, ethnicity, gender, sexuality, or disability if it’s an essential part of your message.
- Use gender-neutral language. Say ‘they’ or ‘theirs’ instead of ‘he’ or ‘hers’.
- Do not use gendered language such as 'policeman', 'chairman' or 'air hostess'. Instead use 'police officer', 'chair' or 'flight attendant'.