03 · Voice

How we sound.

Warm, confident, clear. An optimistic mission-control announcer, not a startup bro. The product is serious, because hiring is a serious decision. The tone stays human and hopeful. Storytelling is literally the product, so our copy should sound like someone telling you a true story from the future.

The short rule

We write like we're narrating an adventure. Because in a way, we are.

We don't predict the future of work. We build it. Every piece of copy should serve that mission. Not with corporate language or brand speak, but with the voice of a storyteller who already knows how this ends.

Personality

Five traits. Felt in the writing, never announced.

T · 01

Visionary

We look beyond the horizon and build toward the future we envision.

In writingCentury-scale thinking. Bold claims. The current way is not the final way.

T · 02

Playful

We don't take ourselves too seriously. There's more to life than just a job.

In writingDry wit. Knowing winks. Observational, never slapstick.

T · 03

Imaginative

Creativity drives everything. We experiment, explore, redefine what's possible.

In writingUnexpected angles. Fresh metaphors. The surprising truth, not the expected one.

T · 04

Optimistic

We believe in human potential and a future that's brighter than the past.

In writingForward momentum. Never cynical. Describe the broken status quo from the vantage of the fix.

T · 05

Retro-Futuristic

Dreamers of old longed for this future. We're building it today.

In writingGolden-age sci-fi optimism. Vintage space posters, not Blade Runner.

Write short. Then shorter.

One idea lands. Then the next one hits.

Planetary Talent writes short. Then shorter. One idea lands. Then the next one hits.

On voice

You'll be matched, not searched for. Not screened. Not filtered. Matched.

On voice

Culture here isn't an afterthought. It's something we actively build together. Part of that is our retro space-age world. Playful on the surface, but it serves a real purpose.

Not Planetary Talent

At Planetary Talent, we are deeply committed to fostering a culture of storytelling-driven talent matchmaking that serves as the connective tissue between our retro-futuristic brand identity and our hiring outcomes.

Mechanics

The small rules that hold across every channel.

Sentence case in headings

Headings, headlines, buttons, nav links. "Start for free," never "Start For Free." Proper nouns and named brand terms keep their capitals.

No em-dashes. Anywhere.

Use a period, a comma, or rewrite the sentence. This page follows the rule too. It's a hard one.

"Humans," not "candidates"

Use humans in place of candidates, people, or users whenever the sentence can carry it. It's a signature move.

Exclamation points are rare

Reserve them for genuinely celebratory moments, "You're in!" Broadcast sign-offs may use one. Body copy almost never does.

"We" and "you," never "I"

"We" when the company speaks. "You" when addressing the reader. Never first person singular.

Oxford comma. American spelling.

Big numbers stay confident and specific. "5,000+ humans," not "thousands of users." No emoji, ever. Use Phosphor icons instead.

What we never do

Hard rules. Break them and the voice is broken.

Never

Don't call ourselves an AI company. We are a hiring accelerator. A story-driven hiring ecosystem that uses AI tooling in service of human outcomes.

Never

Don't use the word recruiting. We do matchmaking. We match talent and employers.

Never

Don't say resources or headcount. People are humans, talent, crew.

Never

Don't abbreviate to PT. Always Planetary Talent, spelled out.

Never

Don't sound corporate, stiff, or jargon-heavy. If it could run as-is on any SaaS site without raising an eyebrow, it needs more edge.

Never

Don't be cynical or dystopian. We are relentlessly optimistic. Describe a broken status quo from the vantage point of people already building the fix.

Never

Don't lead with technology. Lead with human outcomes. The tech serves the humans, not the other way around.

Do / don't

The same idea, on voice and off.

"Hire based on stories, not checklists. Every role is a story. Every talent is a character."

Leads with the human idea. Short. Distinctly us.

Don't

"Our AI-powered platform leverages machine learning to optimize candidate-role fit."

Leads with tech. "AI company" language. "Candidate." Three strikes.

"Hire high-impact talent in days, not weeks. From wish to working in as fast as 14 days."

Benefit first. Specific number. Confident.

Don't

"We strive to significantly reduce time-to-hire through our innovative recruiting solution."

"Recruiting." Hedged. Vague. Could be anyone.

"No bots, aliens, or impostors. Just humans who are genuinely mission-aligned."

A knowing wink that still says exactly what it means.

Don't

"As our crew charts a course through the constellation of global talent, mission control ensures every Planetarian lands at their Outpost."

Whimsy with no clarity. Space gibberish. Too much.

The whimsy balance

The most important calibration in the brand.

The test

A reader should smile and think, "I see what they did there." The space or lore reference lands as a knowing wink, not a detour. Make the writing more memorable without making it less clear.

Good whimsy

"Find incredible humans at warp speed, no matter where in the galaxy you are." · "That's two and a half days gone. Vapor in the atmosphere."

Too much

"As our crew charts a course through the constellation of global talent, mission control ensures every Planetarian lands safely at their Client Outpost."

Format	Whimsy level	What it looks like
Social media	Medium	One poetic or cosmic touch per post. A wry one-liner. An unexpected image.
Blog essays	Medium	Lore flavor woven through. The universe is felt in the scale of the thinking.
Lore chapters	High	Full universe immersion. The whole piece is the story.
Website copy	Low	One-liner touches only. Lore lives in product names.
Sales emails	Low	One warm touch max. Lead with value.
Investor docs	Low	Brand warmth in tone. Clarity above all.

Five registers

The traits are always present. How they show up depends on who you're writing for.

R · 01

Marketing & Product

Website · Ads · Social · CTAs

Short. Direct. Punchy. Benefit-first. Lore in product names only.

R · 02

Thought Leadership

Articles · Op-eds · Founder voice

Visionary. Century-scale. Builds toward a reveal. Lore felt in temporal sweep.

R · 03

Lore & Narrative

PTU stories · Maxwell Jules

Full creative fiction. Novelistic pacing. The brand at its most cinematic.

R · 04

Professional & Formal

Investor decks · Proposals

Analytical. Data-backed. One or two aspirational lines. No PTU vocabulary.

R · 05

Personal & One-on-one

DMs · Onboarding · Internal

Warm. Short. Human. Zero lore vocabulary forced.

Lexicon

Pull from these when they serve the sentence. Drop them when they don't.

humansEarththe planethumanitymissionstorycrewrapidfriction-freetalentfitmatchsignalfrontierlaunchorbit

Say this, not that

Matchmakingrecruiting

Humans · talentcandidates

Hiring acceleratorAI company

The Crewemployees

Seatheadcount

Planetariancontractor

The full Brand Dictionary

Every term, what it means, and the word it replaces. Lives in Notion, kept current by the Crew.

Greetings & sign-offs

Match the tone of the context. Click any line to copy.

Greetings

Broadcast · formal

Broadcast · plural

One-on-oneMatch the tone. Don't force a brand greeting where a human one fits better.

Sign-offs

Broadcast

Formal

Closing an era

Lines that sound like us

When you're stuck, read these. Pattern-match. Click to copy.

Rapidly hire humans from Earth.

Website · Hero Copy

Hire based on stories, not checklists.

Website · Positioning Copy

No bots, aliens, or impostors.

Decks · Brand line Copy

Every role is a story. Every talent is a character.

Positioning Copy

We are building humanity's first hiring accelerator.

Company one-liner Copy

Hire high-impact talent in days, not weeks.

Website · Benefit Copy

The future isn't something we wait for. It's something we create.

Thought leadership Copy

Why not interview every available human on Earth for your role, not just people in your own zip code?

Website · Vision Copy

If civilization advances through builders, then builders deserve better tools.

Investor close Copy

You'll be matched. Not searched for. Not screened. Not filtered. Matched.

Product · Rhythm Copy

Final gut check

When you're unsure.

If in doubt about whimsy, err on clarity.
If it sounds like any startup, rewrite it.
If it's a long sentence, break it into two.
If you used an em-dash, remove it.
If you wrote "PT," spell it out.
If you wrote "recruiting," change it to matchmaking.
If it could run on LinkedIn as-is, it needs more edge.
If someone smiles and says "I see what they did there," ship it.

The Planetary Talent voice is not a costume you put on. It is the natural result of people who genuinely believe the story they're telling. Write from that place and the voice takes care of itself.