Brand Tone

Serious and Rigorous, Factual and Evidence-Based, Explanatory and Accessible, Critical and Watchdog-Oriented, Independent, Engaging (through new narratives)

Brand Values

• •Truth and Accuracy
• •Transparency
• •Public Interest and Service
• •Accountability
• •Rigor and Depth
• •Innovation
• •Accessibility

Best Practices

• •Prioritize Factual Accuracy Above All: Every claim must be backed by verifiable data or credible sources. The language should be precise and avoid speculation.
• •Maintain a Tone of Authority and Seriousness: While accessible, the copy should convey expertise and the gravity of the subjects tackled. Avoid overly casual or flippant language, especially when dealing with sensitive topics.
• •Emphasize Clarity and Simplicity: Complex findings should be communicated in a way that is easy for a general audience to understand, without jargon or overly technical terms, unless clearly explained. Use 'explain complex topics in a simple way' as a guiding principle.
• •Focus on Impact and Relevance: Connect the data and investigations to real-world consequences and the public interest. Explain why this information matters to the reader.
• •Be Consistent Across All Platforms: Whether it's a tweet, a detailed report, or a video script, the core tone of rigor, transparency, and public service should be evident. Develop clear brand voice and tone guidelines for all team members.

Social Perception

Respected and Credible, Pioneering and Innovative, Valuable Public Service, Champions of Transparency, Educators

Copy Examples

• •Beyond the Headlines: Uncovering [Issue]. We spent months analyzing data, interviewing sources, and connecting the dots. What we found demands your attention. Read the full investigation. #DataDistillsTruth
• •See the Data. Understand the Impact. Our new interactive shows how [Topic] is affecting your community. Explore the numbers, discover the patterns. Knowledge is power. #DatadistaVisualizes
• •Master Data Journalism. Learn to find the stories hidden in the numbers. Our expert-led workshop equips you with the skills to investigate, analyze, and visualize data for impactful reporting. Enroll now. #LearnWithDatadista
• •Independent Journalism Matters. We dig deeper to bring you data-driven investigations that hold power accountable. Support DATADISTA and help us continue to get out of the noise. [Link to support/subscribe]
• •Our Data, Your Insights. We believe in transparency. The complete dataset for our latest investigation on [Topic] is now public. Analyze it, reuse it, and help us build a more informed society. Access it here. #OpenData #InvestigativeJournalism