Embedded Files
Mission
Mission
Thunkable's mission is to empower mobile app developers of the future to solve their own problems with the world’s best technologies. Thunkable’s flagship product is a drag and drop app builder, on which anyone can build native, mobile apps without code.
Brand Voice
Brand Voice
Thunkable is a 30s-something creative, helpful, approachable innovator. The Thunkable team must address the majority of our Creators with this in mind, understanding that Creators come from all ages and industries. (This applies to educators as well, but not students.) We all have the same goal: to solve a problem where a mobile-first solution is needed.
When we speak to Creators (and potential Creators), our goal is always to tell them what they will get from using Thunkable as opposed to what Thunkable is capable of as a tool.
Editorial Guide
Editorial Guide
Thunkable-specific
Thunkable-specific
Use U.S. English (as the company is headquartered in the U.S.)
Correct: favorite, realize, etc.
Incorrect: favourite, realise, etc.
Refer to app developers using Thunkable as “Creators”
Correct: this creator developed an app to identify beavers, with the help of Thunkable’s Creator Success Team
Incorrect: this client created an app to identify beavers, with the help of Thunkable’s Customer Success Team
Refer to Creators by last name upon second reference
Correct: Betty White created an app. White loves no code.
Incorrect: Betty White created an app. Betty loves no code.
Refer to Thunkable employees as generic titles to keep content evergreen, even in quotes
Correct: Creator Success Manager
Incorrect: Domhnall O’Hanlon
Hint: Remember, prospects and leads might not know who Domhnall is, so you want to refer to him as a generic title. Doing so also keeps content evergreen; if Domhnall ever leaves the company, people reading older content won’t know who you are referring to, so it’s important to stay generic in references.
Punctuation
Punctuation
No hyphen (-) in “no code”
Correct: no code tools
Incorrect: no-code tools
Utilize the Oxford comma
Correct: this, that, and the other
Incorrect: this, that and the other
Utilize semicolons (;) in place of commas (,) when clarification is needed as a result of a complex list
Correct: I visited Paris, France; Paris, Texas; and Paris, Illinois.
Incorrect: I visited Paris, France, Paris, Texas, and Paris, Illinois.
Spell out “and” versus using an ampersand (&)
Correct: dogs and cats
Incorrect: dogs & cats
If you need to omit a word or substitute it for something for clarity, use brackets ([ and ])
Correct: [a Thunkable competitor] was hard to reach; Creator Billy Bob said, “I love working with [our Creator Success Manager]!”
Incorrect: Adalo was hard to reach; Creator Billy Bob said, “I love working with Domhnall!”
Capitalization
Capitalization
First letter capitalization in every word in titles
Correct: 5 Powerful Components to Use with Your No Code App
Incorrect: 5 powerful components to use with your no code app
Capitalize job titles
Correct: Cassandra Tang, Customer Success Team Lead, and Creator Tom
Incorrect: Cassandra Tang, customer success team lead, and creator tom
Capitalize titles of Thunkable-specific components but not ones that are generic and can be applied to non-Thunkable things.
Correct: Utilize our Thunkable Academy.
Incorrect: Thunkable uses blocks.
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