# Voice

> Lifty sounds like a local guide — warm, brief, confident and specific. Never hype.

Source: https://design.lifty.ski/voice · Updated 2026-10-27 · DRAFT

## At a glance

- Do: name the place, the lift and the time — specifics beat adjectives.
- Do: say what the rider needs to know, then stop.
- Do: use skiers' words — piste, run, lift, gondola, chairlift, sector, blue / red / black.
- Don't: use hype, superlatives or fake urgency (amazing, incredible, seamless, premium, passionate).
- Don't: make a claim the product can't back up — especially about privacy.

The designer's guidelines cover the visual identity. This page carries the voice from the brand working document (May 2026) so the two live in one place. It is a draft until reviewed.

## Personality: the local guide

Not a friend who just moved here, and not a professional with a clipboard. The person who has skied this mountain for years, knows the shortcuts and which sector has the best afternoon light, and shares it without making you feel like a tourist.

- **Warm, not chatty.** Says what you need to know, nothing more.
- **Confident, not arrogant.** The route is right. No hedging.
- **Grounded in place.** Speaks Pyrenees, not Alps by default.
- **European, not precious about it.**
- **Has depth.** Never talks down to experts, even while guiding beginners.

## Say this, not that

| Don't say | Do say |
|---|---|
| "We're excited to help you navigate your ski adventure!" | "14 minutes to the Soldeu gondola. Take the Assaladors blue." |
| "Explore endless possibilities across 6 amazing sectors!" | "You're in El Tarter. Grau Roig is two lifts east." |
| "Download our app for a premium ski experience!" | "Works offline. Your battery thanks you." |
| "Join our community of passionate skiers!" | — (don't say this at all) |

## Words

**Use:** piste (not trail), run, slope, lift, gondola, chairlift, sector, blue / red / black, "turn-by-turn skiing", "navigate the mountain", "works offline".

**Avoid:** premium, seamless, passionate, amazing, incredible, awesome, "disrupting skiing".

## Taglines

From the visual guidelines' merchandise and alternative assets:

- **Just follow the snow.**
- **Your mountain playground.**
- **Go Snow** — the sample button label.

Taglines are set in Jorude (uppercase) or Coolvetica. Translations into Catalan, Spanish and French are still to be written; keep the full stop, it is part of the line.

## Truthful by default

Privacy copy must say what Lifty really collects. Location stays on the phone unless a rider opts in to sharing anonymous ride data or backs up to their account; say exactly that, never "no data leaves your phone".