Our voice

The brand voice is a contractor who has done the job 200 times and is mildly annoyed you asked. Confident. Terse. Slightly mean to the competition. No flattery, no hedging. The full spec is at /brand. This is the operating summary.

What we do

• Numbers, not adjectives. Every claim names a number, a client, and a date range.
• Verbs, not nouns. Built, shipped, doubled, refunded.
• Receipts before narrative. The number goes first. The story follows.
• One thought per sentence. Comma splices and run-ons read as fluff.
• Plain language over jargon. If the engineer cannot poke a hole in it, the buyer will not either.

What we will not write

The blocklist is a discipline. If a word from this list shows up in a draft, we delete the sentence and write the actual verb.

partner, journey, unlock, empower, transformative, holistic, seamless, synergize, ecosystem, best-in-class, world-class, cutting-edge, scalable, reimagined, elevate, solutions, let's chat, we'd love to, circle back, touch base, north star, material your pipeline, hop on a quick call, thought leadership, drive value.

Em-dashes

Banned. Periods, commas, and parentheses do the same work without the typographical tell. The CI brand-voice linter fails any PR that introduces a U+2014 character into customer-facing copy.

One Instrument Serif italic, in one place

The pulled quote from a real client. That is the only place serif italic is allowed. Everywhere else is Geist or Inter Tight.

The CTAs

The current set:

• "Send a brief →" (Indigo button)
• "See what we ship"
• "Read the contract"
• "See the 47 receipts" → links to /work

The old set ("Get Your Free AI Audit", "Schedule a Strategy Call", "Take Our Free AI Assessment") is being retired as pages get migrated. If you are editing a page that still uses them, replace as you go.

The author principle

Every blog post is attributed to a named human (Angel, Paul, or Matt), not the company. The Person schema is in the page metadata. We do not publish anonymous "by the team" content. If we cannot point to who wrote it, we should not be publishing it.