Digicel Content Style Guide

This style guide was created to support consistent, user-focused content across Digicel’s global digital ecosystem. It defines language conventions, tone of voice, and key naming standards used on websites, apps, and self-service experiences in 33+ markets.

1. Language & Regional Standards

Use UK English

All Digicel websites and customer-facing digital properties should follow UK English conventions. Common examples include:

• favourite (not favorite)
• colours (not colors)
• travelling (not traveling)
• dialling (not dialing)
• fibre (not fiber)
• centre (not center)

This ensures consistency across markets and aligns with Digicel’s global brand identity.

2. Tone of Voice

Digicel’s tone should always be:

• Informative – give customers clear, accurate information that helps them take action.
• Personal – use a friendly, human voice that reflects Digicel’s customer-first approach.
• Engaging – keep language concise and compelling without overwhelming the reader.
• Clutter-free – remove unnecessary words, jargon, or repetition so customers can quickly find what they need.

The goal is to create quality content that empowers customers to understand their options, make decisions confidently, and navigate the digital experience with ease.

3. Brand & Product Naming Standards

Digicel

The brand name must always appear with a capital D.

Postpaid

• Written as one word.
• Lowercase p, except at the start of a sentence.

Prepaid

• Written as one word.
• Lowercase p, except at the start of a sentence.

DigiInfo

DigiInfo is a Digicel service that provides weather, sports updates, and flight information. It should be written as DigiInfo – capital D and capital I, all other letters lowercase.

DigiLoan

A Digicel loan product. Written as DigiLoan – capital D and capital L.

Self Care

Self Care is Digicel’s self-service web application. It should be written as Self Care – two words, both capitalised.

SMART Plans

Several markets use SMART Plans as a postpaid product. The product name should be written consistently as SMART in all capital letters.

WebText

Written as WebText – one word, capital W and T.

Smartphone

Written as smartphone – one word.

Top Up

When referring to the official product or app (e.g. “Digicel Online Top Up” or “Digicel Top Up App”), write Top Up with a capital T and U.

When using “top up” in general copy or as a verb, write it in lowercase: top up, topping up.

4. Technical & Connectivity Terminology

internet

The word internet should be written with a lowercase “i” in all cases.

Wi-Fi

Always written as Wi-Fi with a hyphen and capital W.

5. Promotional & Marketing Language

free

• Write as free, or Free at the beginning of a sentence.
• Do not write in ALL CAPS (FREE) and do not bold solely for emphasis.
• An exclamation mark may be used sparingly when appropriate.

6. Legal & Compliance Language

Terms and Conditions

Always written as Terms and Conditions – capital T and C, with “and” in lowercase.

7. Writing Style & Content Structure

• Keep copy short and actionable. Lead with the benefit and make the next step obvious.
• Use plain language. Avoid internal jargon or technical terms where a simpler alternative exists.
• Maintain consistency across markets. Localised promotions should still follow shared naming, terminology, and tone standards.
• Prioritise user needs. Always ask: what does the customer need to know here, and what should they do next?

Together, these guidelines help teams create clear, consistent, and customer-focused content across all Digicel digital touchpoints.