Tone of Voice
Brand on a Page
Defining Our Voice & Tone
The Max voice reflects our personality — defining how we sound, how we connect with the world, and how we set ourselves apart.
- Our messaging is what we say.
The set of core themes, statements, and facts we use to tell a consistent story. - Our voice is how we say it.
Across all user journeys, our distinctive Max voice remains consistent and easily identifiable. - Our tone of voice shifts as needed.
Just as everyone’s tone adjusts to specific situations, conversations, and audiences, so does the Max tone.
Voice Attributes
By speaking with one voice, we strengthen our brand, stand out among our competitors, and become unmistakably unique to our audiences.
At the same time, our voice is dynamic, shifting in tone as needed based on specific moments of interaction. Its agility is anchored in four specific attributes that help define how we sound and shape how we write — with terms and descriptions that are easily accessible across languages.
Human
We’re people like you.
First person, personalization, honest and witty (where applicable), relatable
Celebratory
We’re champions of all voices.
Inclusive, open-minded, enthusiastic, welcoming
Connected
We’re drivers of culture.
In tune with the cultural conversation, understanding our audience’s emotions and needs
Fearless
We’re more than dreamers — we’re doers.
Confidence, clarity, timeliness/in the moment (when we need to be)
Human is:
- Vibrant but not exuberant
- Conversational but not chatty
- Relatable but individualistic
- Bold but not over the top
When we speak, we will…
…speak to you as an individual, not an algorithmically-derived set of data
…talk about ourselves in the first person to converse, engage, and create connections
…use zeitgeist-y language selectively, when it aligns with who we are
…be witty
…aim to keep people talking, thinking, and laughing
When we speak, we won’t…
…waste your time
…sound corporate or robotic
…be over the top, cheesy, or overly excited
…be sarcastic or come across as arrogant
We might talk like this…
Functional Headlines
- It’s Not You, It’s Us (why it works: first person, zeitgeist, honest, witty)
- We’ve Had a Little Work Done (first person, witty, honest, relatable)
- Here for a Good Watch (first person, zeitgeist)
Functional Messaging
- Watch with us (first person, personal)
- It’s all here for you (personal)
- Pass the bubbly. It’s our birthday! (first person, relatable)
- No need to pack. Your profiles and watch lists are coming with. (personal, witty)
Salutations
- Come on in
- Yay! You’re here.
- Hello again.
- Welcome back!
- Hello, world.
Celebratory is:
- Positive but not naive
- Open-minded, full stop
- Setting the example
- Sincere but not saccharine
We might talk like this…
Functional Headlines
- Always Proud. (inclusive, judgment-free)
- It’s our birthday! And everyone’s invited. (inclusive, welcoming)
- We See You (audience needs, zeitgeist)
Brand-Forward Headlines
- The One to Watch with Pride (inclusive, encouraging, welcoming)
- The One to Watch Together (inclusive, welcoming)
Brand Messaging
- We’re here for all the hopeless romantics. (judgment-free, welcoming)
- Whatever your complex, multifaceted heart desires, we’re here for you. (open-minded, inclusive, encouraging, welcoming, judgment-free)
Zeitgeist Celebratory Copy
- We love it.
- We’re here for it.
- We like.
- A++
- 10/10
Connected is:
- Being brave enough to lead but not reckless
- Effortlessly setting trends but not bragging about it
- Understanding our viewers
- Being of and in the zeitgeist
We might talk like this…
Functional Headlines — these will reveal themselves when our shows and talent break through and create moments that spark with fans.
- We Got You (audience needs, zeitgeist)
- Ask and You Shall Receive (audience needs, quality)
- Max. The Home of HBO (audience needs, quality)
- Have a Negroni. With Prosecco. With Us. (audience needs, zeitgeist)
Brand-Forward Headlines — being connected to our viewers' need-states and demonstrating that Max has the best content for any moment.
- The One to Watch When You Need a Boost (need-state)
- The One to Watch When You’re Feeling Feels (need-state)
- The One to Watch (According to the Critics) (cultural convo, quality)
- The One to Watch because everyone else is (audience needs, zeitgeist)
Show-Specific — taps into things fans love about each title.
- The One to Watch when you’re feeling spicy. #DDD
- The One to Watch when you want to believe. Batman
Fearless is:
- Bold but not reckless
- Confident but not arrogant
- Inspiring but not preachy
- Ambitious but not aggressive
- Pioneering
This voice attribute is behavior more than copy.
Being fearless will guide where and when we show up in important conversations.
Examples:
- Celebrating our diverse talent, stories, and audiences year round, not only in a moment/event/holiday
- Establishing a position against social injustice and crimes against equality (this is different than a comms strategy)
- Max includes compelling and in-depth content that may often be the source of controversy
Helpful Tips for Max Tone
Follow these quick tips to stay in line with our tone of voice across customer touchpoints.
Don't
Use passive voice
“You’ll receive the most up-to-date information…"
Do
Use the active voice — it’s more direct and conversational.
“We’ll keep you up to date with the latest…”
Don't
Overwrite
“When it comes to streaming, there’s so much to choose from. But you’re in luck: Max has what you want to watch — whatever your mood.”
Do
Get to the point — keep it quick, clear, and compelling.
“What are you in the mood to watch? We’ve got you covered.”
Don't
Be objective.*
“Max makes it easy to stream your favorites.”
*Exceptions: Some brand-forward messaging benefits from a more product-driven approach. See the messaging framework for more context.
Do
Keep it personal, whenever possible — making it about them helps us remain approachable, human.
“Whatever you feel like watching, we’ve got you.”
Tone of Voice Spectrum
Every interaction with our brand should feel like you’re speaking with a real person. Our messaging should feel as conversational as possible (not layered in marketing speak). But just like in real life, we temper how much our full personality comes through depending on the conversation and participants.
Our voice attributes provide the flexibility to communicate with our audience as a stranger or a friend. The medium dictates how brand-forward we should be and the level of formality in our language.
Our Viewers
“Unapologetically Me”
They Come for What They Love
They are passionate and invested, immersing themselves in what they watch, and wanting more of what they love.
- Coming, at first, to watch something specific
- Consistently reengaging with iconic content (e.g., The Sopranos, Friends, etc.)
They Stay for Something New
They are open to more — more of what’s new, more of what’s next, more of what they might love. They enjoy the journey when they are confident about the destination.
- Willing to wait for what they want
- Will explore “what’s next” and recommended content
- Desire for high-quality content (genre-specific)
Something for Every You
They are multifaceted, considering a range of interests and the needs of the different groups they watch with.
- Watching needs may shift based on their mood or who they watch with (e.g., household, friends, etc.)
- Bring their full self to their viewing habits, can’t be contained by a single archetype
I am who I am, I like what I like. I make no apologies and need no excuses. I seek the places that fully meet my various needs.
- Come for What I Love
Passionate and invested, my excitement can be palpable. I want to immerse myself in what I watch and want more of what I’m into. - Stay to Explore
I am open to more — more of what’s new, more of what’s next, more of what I might love. I enjoy the journey because I am confident that I’ll like the destination. - Want Something for Every Me
What I want and need is constantly changing and often reflective of where I am, who I am with, and how I feel in that moment.
Passionate and invested, my excitement can be palpable. I want to immerse myself in what I watch and want more of what I’m into.
Streaming Behaviors
- Attracted to new releases and original content, including a brand’s biggest titles
- Watches content connected through story and brand (e.g., Harry Potter movie series, 90 Day Fiancé)
- Reengages with iconic content, investing significant time rewatching their familiar favorites (e.g., The Sopranos, Friends, 90 Day Fiancé)
Technology
- Exhibits a range of entertainment interests across genres and mediums, including podcasts and gaming
- Finds value in immersive experiences (e.g., movie theaters, sporting events, new attractions)
- Leverages both streaming and social platforms to connect with content of interest
Motivations
- Invests time becoming knowledgeable about new content
- Serves as a trusted resource within their circles for entertainment recommendations
- Connects with different communities based on shared passions (e.g,. sports, TV, gaming)
I am open to more — more of what’s new, more of what’s next, more of what I might love. I enjoy the journey because I am confident that I’ll like the destination.
Streaming Behaviors
- Returns to a streaming service to watch new releases, especially those heavily marketed
- After watching initial content, stays to discover additional content of interest
- Values access to content to satisfy a range of interests, available in one place
Technology
- Prioritizes quality in all aspects of their life, from the products they purchase to the company they keep
- Attracted to high-quality streaming experiences that support both the content and watching experience
Motivations
- Open to learning new things, both through content and the world around them
- Seeks inspiration in what to watch next from their communities, social media, and news outlets
- Looks to connect with others and feel part of larger, social movements
What I want and need is constantly changing and often reflective of where I am, who I am with, and how I feel in that moment.
Streaming Behaviors
- Watches a range of content, including TV shows and movies
- Willing to wait for new series on a weekly release schedule
- Watches new and existing series that are made available in their entirety (will binge where available)
- Looks for a diverse range of genres across TV and movies
Technology
- Streams on multiple devices, including TV, desktop, mobile, and gaming consoles
- Assembles a portfolio of streaming services to meet their needs
Motivations
- Considers the needs and interests of those they watch with when assessing the value of a streaming service
- Seeks out content they can watch with their family
- Content creates connection with friends and social groups
Copy Style
Max in Text
Be sure to use “Max” with the capital “M,” unless you are referring to the URL or a social handle.
Do
- Max
- Max Original
- Max Originals
- max.com
- @max
- #max
Don't
- MAX
- MAX Original
- MAXOriginal
- MaxOriginal
- MAX.com
- Max.com
- @MAX
Avoid word plays. Restrict use of “Max” to the Max brand itself.
No
- To the Max
- Max out/Maxxed out
- Max-imum
- Max-imize
- Max-imal
- Max-a-million
- At Max speed
Avoid “Max” in the possessive form.
Do
The great entertainment on Max
Don't
Max’s great entertainment
Capitalization Styles & Samples
Title Case
Capitalize the first letter of every word: The White Lotus, Daring Dramas, A Max Original
- Titles (movies, series, promos, podcast)
- Headings and subheadings
- Episode titles
- Multi-title/brand text cards
Except, lowercase:
- Articles: a, an, the
- Conjunctions: and, but, or, if
- Prepositions (fewer than four letters): at, to, by, on
Sentence case
Capitalize only the first letter of the first word: See what’s new in our complete collections.
- Legal language
ALL CAPS
- CTAs: START STREAMING, WATCH NOW, +ADD TO MY LIST
- Tune-ins: NOW STREAMING, NEW EPISODES SUNDAYS
- UI buttons
all lowercase
- URLs: max.com, max.com/provider
- Hashtags: #batman, #succession
Except, use title case in multi-word hashtags for clarity: #TheFlightAttendant, #KeanuReeves
Punctuation
Comma
Use the serial comma before “and” or “or” in a list of three or more items.
Ellipses (...)
Use in place of missing text. No spaces between the dots, and no spaces on either side.
Em Dash (—)
Use to signal an abrupt change. With a space on either side. Except, for the Max tagline, use the en dash (with a space on either side): Max — The One to Watch
En Dash (–)
Use to indicate ranges. With a space on either side.
Note: for digital, use en dashes in lieu of em dashes (for an easier read).
Quotation Marks
Place periods, commas, and exclamation points inside quotation marks.
