Do not use first-person pronouns, such as “we,” “us” or “I,” unless they are part of approved content elements (typically when the user cannot achieve their goal). Second-person pronouns, such as “you” and “yours,” should be used sparingly (only when clarity or context demand it).

Write in simple, present tense, and use active voice. Avoid using perfect and past tense.

When writing button copy, keep these three rules in mind:

• Try not to exceed three words (the shorter, the better).
• Use sentence case capitalization for button text.
• Don’t spell out “OK.”

• Do not use a period at the end of a link unless the link is made up of more than one sentence.
• Avoid using links made up of more than one sentence. Make links as short as possible, while keeping accessibility issues in mind. Use sentence case capitalization in links.
• When referring to links in instructional text, use boldface.

Example: Click on Get help for help activating your device

• Punctuation next to link text should not be included in the link.

Using restraint when self-referencing (“First Republic,” “First Republic Bank,” “First Republic Private Wealth Management,” etc.) throughout our digital assets accomplishes two valuable goals:

• It puts the focus on design to carry our branding experience.
• It buys back virtual real estate to articulate other points of value or simply become negative space.

Opportunities to mention the Bank or its affiliates by name include:

• When, in the context in question, you can’t easily see our logo and/or brand name
• When, in the context in question, we have not already mentioned the Bank by name
• When presenting a general product or service unique to the Bank (e.g., ATM Rebate Checking)

Otherwise, we should opt for a pronoun when self-referencing (e.g., “us,” “we,” “our”).

• Drop periods from a.m./p.m. as necessary to preserve visually appealing negative space or meet character counts in microcopy.

• Skip end punctuation in single sentences and insert end punctuation in sequences of multiple sentences and at the end of UI labels. These include:
• Page modal, screen and menu titles (“Documents and Statements”)
• Buttons ("Sign in")
• Action links (“Open an account”)
• Form field labels (“First Name”)
• Radio buttons and checkbox fields

• Skip end punctuation in single sentences in non-label UI content elements. These include:
• Success, warning and error messages
• Tool tips and instructional text
• Confirmation questions
• Dialog boxes
• Drop-down menus

• Do not put an end period in a sentence ending with a web address.

Like this: To open an account, visit firstrepublic.com

Not this: To open an account, visit firstrepublic.com.

• For ADA-related reasons, avoid using “see,” “view” or “show up.” Instead, use “display.”
• For ADA-related reasons, avoid using “disabled.” Instead, use “Your account is on hold/deactivated.”
• Do not use “mobile app,” which is redundant and sounds outdated. Instead, use “app,” “First Republic app” or “banking app.”
• Avoid negative words like "error" or "failure." Instead, use "issue."
• Use “quit” to refer to stopping an app from running completely. Don’t use “exit,” “exit from” or “leave.”
• Use “funds” or “money” (not “cash”).
• Use “return to” (not “back to”).
• Use “unable to” or “unavailable” (not “there was a problem” or “we could not complete”).

Example: Unable to open the app. Please try again later.

• Use “select” (not “choose”) to refer to actions users perform when they select among multiple objects such as icons, graphic images, radio buttons or checkboxes, or when they highlight text for editing.
• Do not use “select,” “tap” or “save” in confirmation, instruction or warning messages. Simply turn the user action into the button.
• Use “sign in” (not “log in” or “sign on”).
• Hyphenate only when used as a noun or adjective (“sign-in”). Do not hyphenate when used as a verb. Do not use "sign into," but instead use "sign in to."
• Do not use “sign on” except in “single sign-on authentication.” Use “sign in” and “sign out” instead.
• Use “OK” (not “Okay” or “OKAY”).
• As a confirmation button, use “OK” sparingly, as it is nonspecific and can lead to confusion. Action-specific buttons enable users to perform their task quickly and accurately.
• Do not use “OK” when a notification requires no action on the user side and is for information purposes only. Use “Close” to dismiss the notification.
• Use “set up” or “setup.”
• “Set up” is a verb, and “setup” is a noun.
• Do not use “set-up.”
• The words “valid,” “invalid,” “incorrect” and “wrong” are not interchangeable.
• Do not use “wrong,” as it can have a subjective meaning.
• Use “invalid” and “incorrect” when referring to sign-in credentials and authentication in general.
• If the credential has been used in the past and is no longer valid, such as an old PIN, use “invalid.”

Example: Invalid PIN

• If the credential has not been used in the past, use “incorrect.”

Example: Incorrect username and password

Although AP style dictates that we spell out numbers zero through nine and only represent numbers 10 or greater as digits, we can make exceptions for the internet.

To make our content feel more contemporary, and to draw our clients’ attention to important information, values of zero through nine can be written as digits in email, user interfaces and other web-based contexts.

For transient data and data fields that change frequently (for example, completed transfer confirmations), use a time stamp. Format the time stamp using the Microsoft standard.

Example: Thu 7/29/2010 1:05 PM ET

Use a lead zero for numbers less than one.

Like this: $0.75

Not this: 75¢

• Clearly describe any visual content necessary for comprehension of the user journey (e.g., design elements that affect the user experience).

• All links and CTAs should clearly and explicitly indicate their destination for the benefit of a text-to-speech reader.

• Avoid verbs like “see” or “watch” for copy that is meant to improve accessibility for sight-impaired users.

User research and testing help inform the content of our writing. The user is our ultimate stakeholder whose needs will influence how we craft our writing. Feedback, either through users’ own commentary or as a result of testing metrics, can help us:

• Present the next step in a user journey

• Articulate the benefits of an offer

• Convey an emotional user experience with our brand

When users tell us what they do and don’t need, we can make better-informed decisions about what to present to them.

However, as we incorporate this data, our clear and firm sense of brand must always be top of mind. Our goal is to evolve our content through data learnings and a fundamental understanding of the brand to create an experience that feels like being inside a First Republic Preferred Banking Office.