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 are the people who keep the other seven brands straight. Our own voice is the quietest one in the room.The brand, in one sentence
01
Plain over clever
The agency's own voice is the quietest one on the roster. It explains; it never performs.
02
Name the client, not the agency
Case studies lead with the client's result. Marchwell appears in the byline.
03
One idea per sentence
Proposals and decks are read on phones between meetings.
04
Show the source
Every number in agency material cites the Stak page it came from.
We are not
- ✕Boastful
- ✕Jargon-heavy
- ✕Vague about what we did
Words we retire
| Retire | Say instead |
|---|
| synergy | working together |
| leverage | use |
| best-in-class | (cut it) |