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Writing style

Our content writing style covers our voice and tone. We use clear, concise and conversational language to inspire our community.

Brand language voice chart

Use the following values when creating content like writing an article or case study.

Be cool

We are familial and engage in a conversation with the reader without being banal.

Be cool

We are familial and engage in a conversation with the reader without being banal.

Be clear, short, simple, easy-going and active.
Don’t use vocabulary that the reader might not understand. Don’t use passive voice. Please don’t sound like a dry advertisement.
Be cool

We are familial and engage in a conversation with the reader without being banal.

Be friendly

We are honest and friendly. Our brand is easy-going, always feet on the ground and very open to everyone.

Be friendly

We are honest and friendly. Our brand is easy-going, always feet on the ground and very open to everyone.

Write as you would talk to your friend.
Don’t be rude and belittle the audience. Don’t sound like a teacher.
Be friendly

We are honest and friendly. Our brand is easy-going, always feet on the ground and very open to everyone.

Be educative

We love to educate our readers with up-to-date and inspiring knowledge about our focus sectors.

Be educative

We love to educate our readers with up-to-date and inspiring knowledge about our focus sectors.

Motivate, educate and inspire
Don’t try to be expert outside of our narrow focus, and don’t write content that doesn’t support Mobi Lab’s mission.
Be educative

We love to educate our readers with up-to-date and inspiring knowledge about our focus sectors.

Be inquisitive

We are proactive and interested in learning new stuff. And we like sharing our knowledge.

Be inquisitive

We are proactive and interested in learning new stuff. And we like sharing our knowledge.

Encourage readers to be curious together with you. Ask questions and answer questions.
Don’t ignore questions and challenges.
Be inquisitive

We are proactive and interested in learning new stuff. And we like sharing our knowledge.

Mission

Simplify technology for the people on the go

Related article

Culture — How does the community describe us?

Inquisitive

Our community describes us as problem solvers. Our approach to the task is proactive, creative and open-minded.

Customer — How do we describe our ideal customer?

Progressive

Our customers are trailblazers like us. They believe technologies enable innovation, and they are not afraid to experiment.

Voice — How do we sound to others?

Educative

We are passionate experts who believe in progression. We feel it is our duty to educate and give back to the community.

Feeling — How do others feel after interacting with us?

Confident

We know how to create digital mobile products. We have decades of experience on our backs. They know that we are the best.

Impact — What tangible impact do we have on others?

Simplify the technology

Our mission is to make it easy for people to use innovative and complex technologies. Or, as we put it – make robots talk to humans.

X-Factor — How are we different from others?

Familial

We love you; we want you to feel better; we regularly dine together and go to the sauna — as one big, diverse family would.
Mobi Lab's mission is to make technology easy to use for people on the go. Or, as we put it – to make robots talk to humans. We are doing it by designing and building complex and innovative digital products that are easy to use.

History lesson

We don't expect you to know our past by heart, but you'll make us exhilarated if you study our story.
The beginning
Mobi Lab is a part of the Mobi Solutions Group (est. 2001), founded by five friends (Linnar Viik, Rain Rannu, Lauri Kinkar, Veiko Raime, Veljo Otsason). Mobi Lab was previously the development department in Mobi Solutions. Mobi Lab's spin-off took place in 2013, led by Veiko, to keep a stronger focus and offer cutting-edge business analysis, UI/UX design, mobile software development and testing services to our clients and partners. In 2017, another spin-off occurred when Codemagic (CI/CD product developed by our team members) exited Mobi Lab's roof and began its successful startup journey.
Posing for Ericsson Estonia magazine, Winter 2002
Mobi office vision in ten years — bold predictions from 2011 summer days
Mobi's first office at Tartu Rüütli street and the first employee, Margus (in the middle)
Mobi Winter days 2020
Mobi Solutions has been developing mobile software and applications since 2004, long before smartphones and apps as we know them today were widely available. Our team's engineers have successfully launched new projects and spin-offs that have grown into successful global companies. The most successful of them are Fortumo (acquired by Boku), which offers mobile payment collection solutions worldwide, and Messente — a worldwide SMS messaging and 2FA service provider. In addition, Mobi Solutions is an active seed and early-stage investor investing in new promising technology startups and helping them get the needed boost towards success.

Mobi was the first software company in Estonia to begin developing mobile applications for Android in 2009. Indilo Wireless, which joined Mobi in 2011, was the first in Estonia to start developing for iOS in 2008. Mobi Lab is now the biggest mobile-only design and software company in Estonia.
Where we are today
We focus on digital product development for mobile and Unity-based applications for augmented reality environments. We help companies achieve higher ROI by covering the whole mobile application development process, from strategy consultation and research to product support. We apply the agile LeSS (Large-Scale Scrum) framework principles in our development processes.

Mobi Lab's team includes 40 passionate and open-minded iOS, Android, Flutter, React Native and Unity engineers, designers, quality experts and product managers who sometimes like to rave in the forest. Many have been with Mobi Lab from day one or even back from the Mobi Solutions days. A great example of not wanting to leave us is our COO, Romain from France, who joined Mobi Solutions in 2009 as a software engineering intern and now has his second home and family here at Mobi Lab.
Growth generation team dinner, 2021
Olev and Kristjan conducting a code review, 2018

Mission

Simplify technology for the people on the go

Related article

Corporate language

We use the British English vocabulary, grammar and numeric format.

Writing style - Corporate language - period

Do use the peroid for separating the decimal points. (Space can be used with large numbers to assist the reader. They are placed every three decimal places to the left of the decimal point.)

Writing style - Corporate language - period

Do use the peroid for separating the decimal points. (Space can be used with large numbers to assist the reader. They are placed every three decimal places to the left of the decimal point.)

Writing style - Corporate language - period

Do use the peroid for separating the decimal points. (Space can be used with large numbers to assist the reader. They are placed every three decimal places to the left of the decimal point.)

Writing style - Corporate language - english

Do use English variants of the words.

Writing style - Corporate language - english

Do use English variants of the words.

Writing style - Corporate language - english

Do use English variants of the words.

Related article

Culture — How does the community describe us?

Inquisitive

Our community describes us as problem solvers. Our approach to the task is proactive, creative and open-minded.

Customer — How do we describe our ideal customer?

Progressive

Our customers are trailblazers like us. They believe technologies enable innovation, and they are not afraid to experiment.

Voice — How do we sound to others?

Educative

We are passionate experts who believe in progression. We feel it is our duty to educate and give back to the community.

Feeling — How do others feel after interacting with us?

Confident

We know how to create digital mobile products. We have decades of experience on our backs. They know that we are the best.

Impact — What tangible impact do we have on others?

Simplify the technology

Our mission is to make it easy for people to use innovative and complex technologies. Or, as we put it – make robots talk to humans.

X-Factor — How are we different from others?

Familial

We love you; we want you to feel better; we regularly dine together and go to the sauna — as one big, diverse family would.
Mobi Lab's mission is to make technology easy to use for people on the go. Or, as we put it – to make robots talk to humans. We are doing it by designing and building complex and innovative digital products that are easy to use.

History lesson

We don't expect you to know our past by heart, but you'll make us exhilarated if you study our story.
The beginning
Mobi Lab is a part of the Mobi Solutions Group (est. 2001), founded by five friends (Linnar Viik, Rain Rannu, Lauri Kinkar, Veiko Raime, Veljo Otsason). Mobi Lab was previously the development department in Mobi Solutions. Mobi Lab's spin-off took place in 2013, led by Veiko, to keep a stronger focus and offer cutting-edge business analysis, UI/UX design, mobile software development and testing services to our clients and partners. In 2017, another spin-off occurred when Codemagic (CI/CD product developed by our team members) exited Mobi Lab's roof and began its successful startup journey.
Posing for Ericsson Estonia magazine, Winter 2002
Mobi office vision in ten years — bold predictions from 2011 summer days
Mobi's first office at Tartu Rüütli street and the first employee, Margus (in the middle)
Mobi Winter days 2020
Mobi Solutions has been developing mobile software and applications since 2004, long before smartphones and apps as we know them today were widely available. Our team's engineers have successfully launched new projects and spin-offs that have grown into successful global companies. The most successful of them are Fortumo (acquired by Boku), which offers mobile payment collection solutions worldwide, and Messente — a worldwide SMS messaging and 2FA service provider. In addition, Mobi Solutions is an active seed and early-stage investor investing in new promising technology startups and helping them get the needed boost towards success.

Mobi was the first software company in Estonia to begin developing mobile applications for Android in 2009. Indilo Wireless, which joined Mobi in 2011, was the first in Estonia to start developing for iOS in 2008. Mobi Lab is now the biggest mobile-only design and software company in Estonia.
Where we are today
We focus on digital product development for mobile and Unity-based applications for augmented reality environments. We help companies achieve higher ROI by covering the whole mobile application development process, from strategy consultation and research to product support. We apply the agile LeSS (Large-Scale Scrum) framework principles in our development processes.

Mobi Lab's team includes 40 passionate and open-minded iOS, Android, Flutter, React Native and Unity engineers, designers, quality experts and product managers who sometimes like to rave in the forest. Many have been with Mobi Lab from day one or even back from the Mobi Solutions days. A great example of not wanting to leave us is our COO, Romain from France, who joined Mobi Solutions in 2009 as a software engineering intern and now has his second home and family here at Mobi Lab.
Growth generation team dinner, 2021
Olev and Kristjan conducting a code review, 2018

Related article

Spell my name

We've seen our name written in all the wrong ways. The following is a guide for dodging the pitfalls.

Writing style - Spelling - cover

Please spell our company name Mobi Lab — in camel case and as two separate words. The name is a combination of two words — Mobi, which stands for everything mobile-related and Lab, which indicates a laboratory where we experiment. We separate them in writing. Don’t get confused by the logo, where the words are connected. They have a reason why they are as they are. Please read about it in the logo backstory section.

Writing style - Spelling - cover

Please spell our company name Mobi Lab — in camel case and as two separate words. The name is a combination of two words — Mobi, which stands for everything mobile-related and Lab, which indicates a laboratory where we experiment. We separate them in writing. Don’t get confused by the logo, where the words are connected. They have a reason why they are as they are. Please read about it in the logo backstory section.

Writing style - Spelling - cover

Please spell our company name Mobi Lab — in camel case and as two separate words. The name is a combination of two words — Mobi, which stands for everything mobile-related and Lab, which indicates a laboratory where we experiment. We separate them in writing. Don’t get confused by the logo, where the words are connected. They have a reason why they are as they are. Please read about it in the logo backstory section.

Related article

Culture — How does the community describe us?

Inquisitive

Our community describes us as problem solvers. Our approach to the task is proactive, creative and open-minded.

Customer — How do we describe our ideal customer?

Progressive

Our customers are trailblazers like us. They believe technologies enable innovation, and they are not afraid to experiment.

Voice — How do we sound to others?

Educative

We are passionate experts who believe in progression. We feel it is our duty to educate and give back to the community.

Feeling — How do others feel after interacting with us?

Confident

We know how to create digital mobile products. We have decades of experience on our backs. They know that we are the best.

Impact — What tangible impact do we have on others?

Simplify the technology

Our mission is to make it easy for people to use innovative and complex technologies. Or, as we put it – make robots talk to humans.

X-Factor — How are we different from others?

Familial

We love you; we want you to feel better; we regularly dine together and go to the sauna — as one big, diverse family would.
Mobi Lab's mission is to make technology easy to use for people on the go. Or, as we put it – to make robots talk to humans. We are doing it by designing and building complex and innovative digital products that are easy to use.

History lesson

We don't expect you to know our past by heart, but you'll make us exhilarated if you study our story.
The beginning
Mobi Lab is a part of the Mobi Solutions Group (est. 2001), founded by five friends (Linnar Viik, Rain Rannu, Lauri Kinkar, Veiko Raime, Veljo Otsason). Mobi Lab was previously the development department in Mobi Solutions. Mobi Lab's spin-off took place in 2013, led by Veiko, to keep a stronger focus and offer cutting-edge business analysis, UI/UX design, mobile software development and testing services to our clients and partners. In 2017, another spin-off occurred when Codemagic (CI/CD product developed by our team members) exited Mobi Lab's roof and began its successful startup journey.
Posing for Ericsson Estonia magazine, Winter 2002
Mobi office vision in ten years — bold predictions from 2011 summer days
Mobi's first office at Tartu Rüütli street and the first employee, Margus (in the middle)
Mobi Winter days 2020
Mobi Solutions has been developing mobile software and applications since 2004, long before smartphones and apps as we know them today were widely available. Our team's engineers have successfully launched new projects and spin-offs that have grown into successful global companies. The most successful of them are Fortumo (acquired by Boku), which offers mobile payment collection solutions worldwide, and Messente — a worldwide SMS messaging and 2FA service provider. In addition, Mobi Solutions is an active seed and early-stage investor investing in new promising technology startups and helping them get the needed boost towards success.

Mobi was the first software company in Estonia to begin developing mobile applications for Android in 2009. Indilo Wireless, which joined Mobi in 2011, was the first in Estonia to start developing for iOS in 2008. Mobi Lab is now the biggest mobile-only design and software company in Estonia.
Where we are today
We focus on digital product development for mobile and Unity-based applications for augmented reality environments. We help companies achieve higher ROI by covering the whole mobile application development process, from strategy consultation and research to product support. We apply the agile LeSS (Large-Scale Scrum) framework principles in our development processes.

Mobi Lab's team includes 40 passionate and open-minded iOS, Android, Flutter, React Native and Unity engineers, designers, quality experts and product managers who sometimes like to rave in the forest. Many have been with Mobi Lab from day one or even back from the Mobi Solutions days. A great example of not wanting to leave us is our COO, Romain from France, who joined Mobi Solutions in 2009 as a software engineering intern and now has his second home and family here at Mobi Lab.
Growth generation team dinner, 2021
Olev and Kristjan conducting a code review, 2018

Related article

Spelling dont’s

We take it very personally when you mess around with our appearance. To avoid the repercussions, please avoid the following pitfalls.

Writing style - Spelling - 01

There is no “s” at the end of the “lab”. It is because we have only one creative laboratory.

Writing style - Spelling - 01

There is no “s” at the end of the “lab”. It is because we have only one creative laboratory.

Writing style - Spelling - 01

There is no “s” at the end of the “lab”. It is because we have only one creative laboratory.

Writing style - Spelling - 02

Don’t write Mobi and Lab as one word. Instead, leave some space between the letters.

Writing style - Spelling - 02

Don’t write Mobi and Lab as one word. Instead, leave some space between the letters.

Writing style - Spelling - 02

Don’t write Mobi and Lab as one word. Instead, leave some space between the letters.

Writing style - Spelling - 03

Don’t forget the Mobi on the previous line. Ensure the whole “Mobi Lab” name carries over to the following line.

Writing style - Spelling - 03

Don’t forget the Mobi on the previous line. Ensure the whole “Mobi Lab” name carries over to the following line.

Writing style - Spelling - 03

Don’t forget the Mobi on the previous line. Ensure the whole “Mobi Lab” name carries over to the following line.

Related article

Culture — How does the community describe us?

Inquisitive

Our community describes us as problem solvers. Our approach to the task is proactive, creative and open-minded.

Customer — How do we describe our ideal customer?

Progressive

Our customers are trailblazers like us. They believe technologies enable innovation, and they are not afraid to experiment.

Voice — How do we sound to others?

Educative

We are passionate experts who believe in progression. We feel it is our duty to educate and give back to the community.

Feeling — How do others feel after interacting with us?

Confident

We know how to create digital mobile products. We have decades of experience on our backs. They know that we are the best.

Impact — What tangible impact do we have on others?

Simplify the technology

Our mission is to make it easy for people to use innovative and complex technologies. Or, as we put it – make robots talk to humans.

X-Factor — How are we different from others?

Familial

We love you; we want you to feel better; we regularly dine together and go to the sauna — as one big, diverse family would.
Mobi Lab's mission is to make technology easy to use for people on the go. Or, as we put it – to make robots talk to humans. We are doing it by designing and building complex and innovative digital products that are easy to use.

History lesson

We don't expect you to know our past by heart, but you'll make us exhilarated if you study our story.
The beginning
Mobi Lab is a part of the Mobi Solutions Group (est. 2001), founded by five friends (Linnar Viik, Rain Rannu, Lauri Kinkar, Veiko Raime, Veljo Otsason). Mobi Lab was previously the development department in Mobi Solutions. Mobi Lab's spin-off took place in 2013, led by Veiko, to keep a stronger focus and offer cutting-edge business analysis, UI/UX design, mobile software development and testing services to our clients and partners. In 2017, another spin-off occurred when Codemagic (CI/CD product developed by our team members) exited Mobi Lab's roof and began its successful startup journey.
Posing for Ericsson Estonia magazine, Winter 2002
Mobi office vision in ten years — bold predictions from 2011 summer days
Mobi's first office at Tartu Rüütli street and the first employee, Margus (in the middle)
Mobi Winter days 2020
Mobi Solutions has been developing mobile software and applications since 2004, long before smartphones and apps as we know them today were widely available. Our team's engineers have successfully launched new projects and spin-offs that have grown into successful global companies. The most successful of them are Fortumo (acquired by Boku), which offers mobile payment collection solutions worldwide, and Messente — a worldwide SMS messaging and 2FA service provider. In addition, Mobi Solutions is an active seed and early-stage investor investing in new promising technology startups and helping them get the needed boost towards success.

Mobi was the first software company in Estonia to begin developing mobile applications for Android in 2009. Indilo Wireless, which joined Mobi in 2011, was the first in Estonia to start developing for iOS in 2008. Mobi Lab is now the biggest mobile-only design and software company in Estonia.
Where we are today
We focus on digital product development for mobile and Unity-based applications for augmented reality environments. We help companies achieve higher ROI by covering the whole mobile application development process, from strategy consultation and research to product support. We apply the agile LeSS (Large-Scale Scrum) framework principles in our development processes.

Mobi Lab's team includes 40 passionate and open-minded iOS, Android, Flutter, React Native and Unity engineers, designers, quality experts and product managers who sometimes like to rave in the forest. Many have been with Mobi Lab from day one or even back from the Mobi Solutions days. A great example of not wanting to leave us is our COO, Romain from France, who joined Mobi Solutions in 2009 as a software engineering intern and now has his second home and family here at Mobi Lab.
Growth generation team dinner, 2021
Olev and Kristjan conducting a code review, 2018

Related article

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