We keep going on about Flickr, but there’s good reason. They do a lot of things right, especially with their brand voice. This message, the distorted little jpeg in the right hand corner, is a screen grab from the site on Saturday night.
The site was down for server maintenance or something, they could have just said that. Instead, they added a touch of humor and instead of getting pissed because the site is down you leave with a smile.
Smart and human- it’s not really that difficult.