{
  "personality": [
    {
      "axis": "funny-vs-serious",
      "value": 1,
      "why": "Verve can be witty through sharp phrasing, but the core tone is serious about style, taste, and cultural credibility."
    },
    {
      "axis": "formal-vs-casual",
      "value": 1,
      "why": "The voice is polished but not corporate; it should feel like an editorial caption or gallery invite rather than a business announcement."
    },
    {
      "axis": "respectful-vs-irreverent",
      "value": 1,
      "why": "Verve has edge and attitude, but it should challenge conventions more than mock people or act chaotic."
    },
    {
      "axis": "enthusiastic-vs-matter-of-fact",
      "value": 1,
      "why": "The brand is confident and restrained; excitement comes through strong language and cultural charge, not exclamation points or hype."
    }
  ],
  "traits": [
    {
      "name": "Editorially bold",
      "definition": "Writes with the confidence of a fashion headline: sharp, declarative, and visually aware. Short lines. Strong nouns. No hedging.",
      "why": "Verve’s type-forward identity needs language that can sit comfortably in large type on a campaign, tag, product page, or poster without feeling padded.",
      "example": "Cut sharp. Move loud."
    },
    {
      "name": "Style-literate",
      "definition": "Speaks to people who know fashion, music, design, and street culture without over-explaining the references.",
      "why": "The audience is style-led and culturally aware; Verve should sound like it belongs in their world, not like it is studying it from the outside.",
      "example": "A clean silhouette with after-hours energy."
    },
    {
      "name": "Compressed but expressive",
      "definition": "Uses economical language with rhythm, contrast, and attitude. Every word should earn its place.",
      "why": "A bold, type-forward brand needs copy that works as design: punchy enough for graphics, precise enough for commerce.",
      "example": "Heavyweight cotton. Hard line. Soft landing."
    },
    {
      "name": "Culturally charged",
      "definition": "Frames clothing as part of a wider scene: nights out, gallery floors, sound systems, street corners, magazines, movement.",
      "why": "Verve is not just selling fashion; it is positioning itself as a culture brand for people who dress to participate, signal, and shape taste.",
      "example": "Made for the front row, the back room, and the walk between."
    },
    {
      "name": "Self-assured, never try-hard",
      "definition": "Confident without hype-stacking. Cool without being cold. Attitude comes from taste and restraint, not forced slang.",
      "why": "The brand needs edge, but a style-led audience will reject anything that feels desperate, over-branded, or trend-chasing.",
      "example": "No noise. Just presence."
    }
  ],
  "tone": [
    {
      "context": "Campaign and brand moments",
      "guidance": "Most expressive and typographic. Use short, poster-like lines, contrast, and cultural cues. Let the copy feel like a headline from a fashion editorial: 'New forms for late hours.'"
    },
    {
      "context": "Product pages",
      "guidance": "Keep the attitude, add clarity. Lead with silhouette, fabric, fit, and styling intent. Avoid generic ecommerce filler. Example: 'Boxy through the body with a cropped break at the waist.'"
    },
    {
      "context": "Onboarding and account creation",
      "guidance": "Minimal, welcoming, and polished. Do not over-celebrate. Make the customer feel invited into the world of Verve. Example: 'Step in. Your edit starts here.'"
    },
    {
      "context": "Success states",
      "guidance": "Confident and concise. Mark completion without sounding chirpy. Example: 'You’re in. The drop is waiting.'"
    },
    {
      "context": "Errors and friction",
      "guidance": "Calm, direct, and human. Drop the attitude when something goes wrong. Say what happened and what to do next. Example: 'That size just sold out. Try another fit or join the restock list.'"
    },
    {
      "context": "Shipping, returns, and service",
      "guidance": "Clear before clever. Maintain polish, but prioritize reassurance and next steps. Example: 'Your order is moving. Tracking will update once the carrier scans it.'"
    },
    {
      "context": "Social captions",
      "guidance": "Tight, culturally fluent, and image-led. Use fragments, rhythm, and restraint. Avoid meme-chasing unless the reference is truly native to the brand. Example: 'Volume up. Hem low. Night ready.'"
    },
    {
      "context": "Sale or urgency messaging",
      "guidance": "Direct and controlled. Avoid bargain-bin language. Keep it elevated: 'Final cuts' instead of 'Huge savings.'"
    }
  ],
  "messaging": {
    "audience": "Style-led consumers who use clothing as cultural language: fashion-aware, design-sensitive, socially active, and drawn to brands with a strong visual point of view.",
    "valueProp": "Verve creates bold, type-forward fashion for people who dress with presence and move through culture with intent.",
    "pillars": [
      {
        "name": "Type as attitude",
        "description": "Typography is not decoration for Verve; it is a core expression of identity. Copy should feel graphic, rhythmic, and built to hold visual space."
      },
      {
        "name": "Clothing with cultural charge",
        "description": "Verve frames each piece as part of a wider scene: music, art, nightlife, street style, magazines, and the spaces where taste is made."
      },
      {
        "name": "Sharp silhouettes, strong signals",
        "description": "Product language should foreground cut, proportion, weight, texture, and the way a garment changes someone’s presence."
      },
      {
        "name": "Confidence without noise",
        "description": "Verve speaks with conviction and restraint. It does not beg for attention; it knows how to hold it."
      }
    ]
  },
  "say": [
    "drop",
    "edit",
    "silhouette",
    "cut",
    "shape",
    "line",
    "texture",
    "weight",
    "movement",
    "presence",
    "after-hours",
    "scene",
    "signal",
    "uniform",
    "statement",
    "quiet force",
    "built for the room",
    "front row",
    "back room",
    "new forms",
    "sharp",
    "clean",
    "charged",
    "oversized",
    "cropped",
    "structured",
    "fluid",
    "type-led",
    "style-first"
  ],
  "avoid": [
    "fashion-forward",
    "must-have",
    "elevate your wardrobe",
    "effortlessly chic",
    "on trend",
    "for every occasion",
    "staple piece",
    "wardrobe essential",
    "turn heads",
    "make a statement piece",
    "slay",
    "fire fit",
    "drip",
    "vibes only",
    "treat yourself",
    "shop now before it’s gone",
    "unbeatable deals",
    "luxury at affordable prices",
    "premium quality",
    "crafted to perfection"
  ],
  "mechanics": {
    "casing": "Sentence case for body copy and UI. Title case may be used sparingly for campaign names, collection titles, and editorial features. All caps may be used as a graphic device in short labels or type-led moments, never for long passages.",
    "contractions": true,
    "emoji": "Rarely. Avoid emoji in product, service, and campaign copy. One restrained emoji may be used on social only when it adds cultural timing rather than decoration.",
    "readingLevel": "Grade 7–9: simple structure, elevated vocabulary where style requires it, no dense fashion jargon without purpose."
  },
  "boilerplate": {
    "short": "Verve is a bold fashion and culture brand for people who dress with presence.",
    "medium": "Verve is a fashion and culture brand built on bold typography, sharp silhouettes, and a style-first point of view. Designed for a culturally fluent audience, Verve creates clothing that moves from street to scene with confidence, restraint, and presence.",
    "long": "Verve is a fashion and culture brand for a style-led audience that treats clothing as signal, silhouette, and cultural language. With a bold, type-forward identity, Verve creates pieces built to hold space: sharp in cut, clear in attitude, and ready for the rooms where taste is made. The brand moves between fashion, music, art, nightlife, and street culture with confidence and restraint. No empty hype. No borrowed edge. Just strong forms, charged details, and clothes with presence."
  },
  "examples": [
    {
      "surface": "hero-headline",
      "good": "New shapes for loud rooms.",
      "bad": "Discover our latest fashion-forward collection.",
      "why": "The on-voice version is visual, cultural, and concise; the off-voice version is competent but generic."
    },
    {
      "surface": "hero-headline",
      "good": "Sharp cuts, heavy type, and pieces built to move through the scene.",
      "bad": "Shop elevated essentials designed for your everyday wardrobe.",
      "why": "Verve should sound like a culture brand, not a generic contemporary apparel retailer."
    },
    {
      "surface": "primary-cta",
      "good": "Boxy type tee",
      "bad": "Graphic oversized T-shirt",
      "why": "The on-voice version is more ownable and tied to Verve’s type-forward identity."
    },
    {
      "surface": "primary-cta",
      "good": "A heavyweight cotton tee with a boxy line, dropped shoulder, and front-type hit. Built for volume without the bulk.",
      "bad": "This premium oversized tee is a must-have staple that pairs perfectly with any outfit.",
      "why": "The on-voice version gives fit and fabric specifics while keeping rhythm and attitude."
    },
    {
      "surface": "primary-cta",
      "good": "Add to bag",
      "bad": "Get yours now",
      "why": "The Verve version is clean and confident; the alternative feels pushy and over-eager."
    },
    {
      "surface": "error",
      "good": "That size just left. Join the restock list.",
      "bad": "Sorry, this item is currently unavailable in your selected size.",
      "why": "The on-voice version is direct and brand-aligned without sacrificing clarity."
    },
    {
      "surface": "success",
      "good": "Order locked. We’ll send tracking when it moves.",
      "bad": "Thank you for your purchase! Your order has been successfully placed.",
      "why": "The on-voice version feels composed and current; the alternative is serviceable but bland."
    },
    {
      "surface": "onboarding-welcome",
      "good": "Get the drop notes. First looks, release dates, and the pieces worth moving on.",
      "bad": "Sign up for our newsletter to receive updates, promotions, and exclusive offers.",
      "why": "Verve’s version makes the email feel editorial and insider, not promotional."
    },
    {
      "surface": "onboarding-welcome",
      "good": "You’re in the edit",
      "bad": "Welcome to the Verve community",
      "why": "The on-voice line is shorter, more styled, and more distinctive."
    },
    {
      "surface": "success",
      "good": "Low light. Clean line. Full presence.",
      "bad": "The perfect outfit for your next night out.",
      "why": "The on-voice caption lets the image lead and uses rhythm; the alternative over-explains."
    },
    {
      "surface": "hero-headline",
      "good": "Final cuts. Selected pieces, reduced.",
      "bad": "Huge sale! Save big on your favorite styles today.",
      "why": "The on-voice version preserves brand equity while still communicating the offer."
    },
    {
      "surface": "error",
      "good": "Wrong size, wrong read, wrong moment? Send it back within 30 days.",
      "bad": "If you are not completely satisfied with your purchase, you may return eligible items within 30 days.",
      "why": "The on-voice version is human and concise while keeping the policy clear."
    }
  ]
}
