VOICE.
How this substrate talks. Direct. Punchy. Self-aware. Never aspirational. Never vague. If a sentence doesn't earn its words, cut it.
Principles
Say what it does. Not what it "enables."
Short sentences hit harder.
If it sounds like a press release, start over.
The product exists because AI design is generic. Acknowledge it.
Technical audience. Don't explain git.
Banned Words
seamless
robust
cutting-edge
innovative
transformative
groundbreaking
elevate
streamline
empower
revolutionize
unlock
leverage
harness
holistic
comprehensive
dynamic
AI overuse has killed these words. They mean nothing now.
Use Instead
gives
makes
shows
builds
discovers
sketches
generates
drops into
travels with
looks like
Concrete. Specific. Verbs a person would actually say.
Rewrites
Before
Streamline your design workflow with our innovative AI-powered platform for seamless design generation.
After
Give your AI a design language. It makes pages that look like yours.
Before
Unlock the power of AI-driven design with our comprehensive, cutting-edge solution.
After
Your AI has no taste. We fix that.
Copy by Context
Mega headline
ESCAPE THE MEAN.
Slab title
Your AI has no vocabulary.
Sub-heading
Same AI. Different vocabulary.
Body (sans)
Every AI-generated site converges on the same palette, the same layout, the same voice.
Body (mono)
Without a design language, every output converges on the statistical mean.
Stamp
TEMP 9 LIVE DEMO PROCESS
CTA
$ substrate taste
Meta
Real page in under two minutes. Not color swatches. Not a component library.