The visual system and the voice rules, as the Stak carries them. Every value on this page is one Claude reads.
Voice
How they sound, and the rules that stop a draft going out wrong. Claude reads this page before writing anything in their name.
We talk like the crew, not like a brochure. Plain words for real work, and we never promise a timeline we do not control.The brand, in one sentence
01
Durable over dramatic
Sixteen years of projects that still stand. Say that, not 'stunning'.
02
Materials by name
Stone, cedar, gravel. The client sells what the yard is made of.
03
Seasons are real
Spring copy talks about drainage. Autumn copy talks about planting.
04
Show the after, name the before
Every project photo is captioned with what was there first.
We are
- ✓Grounded
- ✓Practical
- ✓Long-term
We are not
- ✕Luxury
- ✕Trendy
- ✕Vague about cost
Words we retire
| Retire | Say instead |
|---|
| outdoor oasis | the yard |
| luxury | built to last |
| transform | rebuild |