---
title: "Style and Formatting"
description: "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](/brand/messaging/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.

## Product and brand names

| 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.

## Numbers and data

- 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`.

## Time and dates

- 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.

## Punctuation and grammar

- 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.

## Lists, links, and UI copy

- 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.

## Inclusive, student-first language

- 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.

## Preferred spellings

| 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 |

## Examples

### Heading

> Your AI co-pilot for higher education

### Supporting line

> Technology that thinks, people who care — giving you the confidence to pursue higher education anywhere in the world.

### CTA set

> Explore now · Create your shortlist · Apply now

### Metric line

> 2,50,000+ students served · Free for students

## Before you publish

1. Names spelled and capitalized correctly (`GradRight`, `Graddie`).
2. Numbers match approved claims.
3. Sentence case on headings and buttons.
4. One primary action per block of UI copy.
5. Voice still matches [Brand Voice](/brand/messaging/brand-voice).