Tone of Voice

The new website is easy to use and understood by all users. This means that the User Experience (UX) should naturally provide a pathway for new businesses to set up a company in the DMCC Free Zone but also provide access to information around commodities, the community (existing members and JLT tenants/residents), as well as provide a vehicle for upcoming thought leadership capital.

DMCC welcomes businesses and other stakeholders worldwide. We want to encourage a sense of warmth and inclusivity, but need to keep a certain level of professionalism.

Speak plainly, keep our sentences short, and try to use common words. Avoid using industry-specific jargon and acronyms.

Speak to the audience as individuals, not a group. Write about DMCC in the first person and our audiences in the second. So wherever possible, DMCC is ‘we’ and our audience is ‘you’.

• Always use British spelling. E.g., “centre” not “center”, “organisation” not “organization”, “favourite” not “favorite”.
• When referring to DMCC, do not write “DMCC Free Zone”, “DMCC Commodities, or “DMCC Property” – always write “DMCC”. Internal business unit classification should not be externalized.
• When referring to DMCC’s various centres, spell out the full name, i.e., “DMCC Crypto Centre”, “DMCC Tea Centre”.
• If the full company name needs to be included, always lead with DMCC, i.e., “DMCC (Dubai Multi Commodities Centre) today announced...”
• Do not use the ampersand symbol (&), exclamation points (!) or CAPITAL LETTERS in formal communications.
• Avoid contractions where possible. E.g., “will not”, should be used instead of “won’t”.
• Introduce an acronym by spelling out the full name the first time you reference it, followed by the acronym in brackets. E.g., “the Dubai Precious Metals Conference (DPMC)...”
• Only capitalise proper nouns such as places and names. When used in the middle of a sentence, words such as “free zone”, “government’, “country”, and “emirate” should not be capitalised.

• Whole numbers between zero and nine are written out with letters, and numbers over 10 are written out with numbers. However, figures should always be used when the number has a decimal point or when expressing measurements, including percentages and currencies.
• Use a comma to separate thousands when writing a number. E.g., “1,000”, not, “1000”.
• Use the three-letter code for currencies where available. E.g., AED, USD, and GBP.
• Millions, billions, and trillions should be spelt out using the full words. “USD 1 million”, not “USD 1 mn”.
• Where possible, use metric measurements such as square metres, rather than imperial measurements such as square feet.
• Phone numbers should always include the international calling code. E.g., “+971 50 000 0000”.
  Dates should be written “1 January 2022”, not “1st January 2022”, or “January 1 2022”.