Style and Formatting

Writing mechanics, capitalization, product names, and formatting rules for GradRight.

Keep writing consistent so GradRight reads as one team — across product, web, email, social, and support.

These rules cover mechanics. For tone and personality, use Brand Voice.

Capitalization

Use sentence case for headings and buttons: Create your shortlist, not Create Your Shortlist — unless a proper name requires capitals.
Capitalize product and feature names when they are proper nouns: GradRight, Higher-Ed Hub, Graddie.
Do not capitalize common nouns for emphasis: write education loans, not Education Loans, in body copy (titles and nav labels may title-case for scanability).
Keep acronyms uppercase on first use with expansion when needed: return on education (ROE) if the audience may not know it.

Name	How to write it
GradRight	One word, capital G and R — never Grad Right, gradright, or Gradright in formal surfaces
Graddie	Our AI / assistant persona — friendly, not childish
Higher-Ed Hub	Hyphenate Higher-Ed; Hub capitalized as the product name
Education loans	Lowercase in sentences; title case in nav if needed
University selection	Same rule as above
Health insurance / health cover	Prefer the term used in the product surface; stay consistent in one flow
Refinancing	One word

Do not invent nicknames for products in public copy without brand approval.

Spell out numbers one through nine; use numerals from 10 upward.
Use numerals for money, percentages, times, and metrics: ₹10 lakhs, 20 mins, 15+ lenders, 4.8 out of 5.
Prefer Indian numbering conventions where the audience is primarily India-facing (₹50 crore, 2,50,000+), and keep Western formats consistent in global or US-facing pieces.
Round carefully. Do not invent precision. If the live site says 2,50,000+ students, match that claim or cite a newer approved figure.
Lead with the outcome, then the number — or keep number + noun tight: Loan approval in 20 mins.

Prefer concise duration labels used on the product: 20 mins, 5 mins, 7 mins.
Write intake seasons clearly: Fall '26, Spring '27.
Use day–month–year or month day, year consistently within a document; do not mix styles on one page.

Use the Oxford comma in lists of three or more.
One space after a period.
Prefer em dashes for asides — like this — with spaces when it aids reading in web copy.
Use contractions when they sound human (you'll, we're); avoid them in legal or policy text if precision suffers.
Avoid stacked punctuation and emoji as a substitute for substance. Emoji may appear sparingly on social; keep product UI clean.

Start list items with a capital letter when they are full sentences; keep fragments parallel.
Buttons and links should name the action: Apply now, Create your shortlist, Save on insurance — not Click here.
Error messages state what happened and what to do next in two short lines max.
Empty states explain the blank and offer one next step.

Address students directly as you when the product is for them.
Avoid gendered assumptions about parents, sponsors, or careers.
Do not frame studying abroad as the only “successful” path; GradRight also supports Indian and online programs.
Prefer students and families over slang that excludes first-time applicants.

Use	Avoid
co-pilot	copilot (except if constrained by character limits — then stay consistent)
shortlist	short-list
login (noun), log in (verb)	Login as a verb
email	e-mail
website	web site
fintech / Ed-FinTech	inventing new category labels per campaign

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