Content Guide Recommendation

Background

Technical Writing

Content Guides

Analysis

Branding

As a major assignment in my Style in Technical Writing course, I was tasked with writing a comparative report recommending a voice and tone guide for a B2B client. I chose FieldPulse as my client and evaluated the Atlassian Design System and Canada Post’s Mercury Design System from the UX Writing Hub’s Top 16 Content Style Guides 2024 and analyzed their clarity, linguistic depth, and alignment with the client’s communication goals.

Some of the required elements were:

  • Analysis of lexical, morphological, and syntactic guidelines
  • Comparative evaluation of two voice and tone guides
  • A formal recommendation report addressed to the client’s marketing lead

Challenge

The main tasks I completed in this project include:

  • Analyzing two content guides—the Atlassian Design System and Canada Post’s Mercury Design System—to evaluate their structure, tone, and linguistic levels (lexical, morphological, and syntactic).
  • Comparing organization and usability, noting that Atlassian’s brand-centered structure made adaptation difficult, while Canada Post’s clear examples and straightforward layout were easier to apply to other brands.
  • Assessing brand alignment by connecting FieldPulse’s professional, client-centered personality to the tone and examples provided in each guide.
  • Developing a tailored recommendation for FieldPulse that included adapting Canada Post’s examples for the business management software industry and expanding brief guideline descriptions for clarity.
  • Applying technical writing principles such as concise organization, logical flow, and professional document design to communicate findings effectively to the client.

Results

Grading

  • Earned a perfect score, and my report was selected as an exemplar for the class.
  • Demonstrated a strong understanding of the client’s brand and communication goals, applying linguistic principles effectively.
  • Recognized for clear organization, professional tone, and targeted recommendations tailored to FieldPulse’s needs.
  • Showcased technical writing expertise through well-structured analysis, precise language, and polished document design.

View My Report

To see the full analysis and recommendations presented to FieldPulse, view the PDF version of my report:

FieldPulse Content Guide Recommendation

My Approach

Here’s how I approached the project to understand FieldPulse’s brand and develop an effective content guide recommendation:

  • Researched FieldPulse’s brand identity by analyzing the company’s About page to identify its mission, audience, and communication goals.
  • Evaluated two industry guides—the Atlassian Design System and Canada Post’s Mercury Design System—to compare their organization, tone, and linguistic principles.
  • Assessed brand alignment by examining how each guide’s personality and structure supported or conflicted with FieldPulse’s professional, client-centered voice.
  • Identified key criteria for FieldPulse’s ideal guide, emphasizing clarity, consistency, and practical examples to ensure a unified tone for FieldPulse’s content creators to follow.
  • Developed a final recommendation to adopt and adapt Canada Post’s guide by customizing examples for the business management software industry and expanding guideline descriptions for clarity.