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Any content you write for DICE should strike a casual and fan-first tone. Follow these basic principles to make sure you’re contributing to consistency across DICE’s user‑facing documentation, internal reference documents, and system text.

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Grammar and punctuation rules

Proper grammar and correct punctuation absolutely matter, but sometimes the lines blur and subjective calls need to be made. At DICE, we standardise a few of these by staying consistent with active voice phrasing and passing on the Oxford Comma.

Commas

The Oxford Comma is the (optional) comma that sometimes comes before the final “and” or “or” in lists. At DICE, we use the Oxford comma. It’s a hot debate, but we know we’re on the right side of it.

• Use the Oxford comma.

✅ DO: ... artists, bands and venues.

❌ DON'T: ... artists, bands, and venues.

Active vs. passive voice

We write in active voice whenever possible. DICE's brand hinges on putting fans first and forging a personal connection. We try to write like a friend you might go to the show with. Passive voice assumes a cold, bureaucratic, and impersonal tone. Active voice lets fans know that we know where responsibility lies.

• Use active voice whenever possible.

✅ DO: We'll send an email to all ticket holders.

❌ DON'T: An email will be sent to ticket holders.

Numbering and measurements

Numbers matter for fan-facing content, especially with dates and times. Consistency here helps fans intuitively understand show information across regions and platforms.

Numbers

At DICE, we spell out numbers, except for when writing time and date.

• Use letters to spell out numbers between one and nine; use numbers after nine.

✅ DO: Merging two accounts.

❌ DON'T: Merging 2 accounts.

✅ DO: It’s 24 hours away.

❌ DON'T: It’s twenty-four hours away.

• Use numbers when writing times and dates.

  ✅ DO: The show starts at 8:00 PM on Wed, Sep 24.

  ❌ DON'T: The show starts at eight PM on Sep twenty-fourth.

Dates

DICE’s UK origins play a huge role in our ethos. But we also don’t want to confuse people. Write dates in regionally appropriate format. (Day‑Month‑Year for EU and the UK); Month‑Day‑Year for Canada and the USA).

We also abbreviate dates to simplify things. You’ll refer to days of the week and months of the year using their first three letters, each separated by a comma (demonstrated below). To check these abbreviations, see Appendix C: Reference tables.

• Use the locally appropriate format for dates.

In Europe and the UK:

✅ DO: 25 December 2025

❌ DON'T: December 25, 25

In Canada and the USA:

✅ DO: December 25, 2025

❌ DON'T: 25 December 2025

• Use abbreviations for days of the week and months using their first three letters.

  ✅ DO: Sat, Sep 6

  ❌ DON'T: Saturday, September 6

• Use a comma to separate the day and the month.

  ✅ DO: Sat, Sep 6

  ❌ DON'T: Sat Sep 6