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.
Calm, specific, and never promissory. We describe what a visit is actually like; we do not describe how someone will feel afterwards.The brand, in one sentence
01
Calm and concrete
Describe what a visit is like. Never describe how someone will feel afterwards.
02
No comfort promises
'Painless', 'pain-free', 'guaranteed' and 'the best' never appear in patient-facing copy.
03
Referred out is said out loud
No implants, no surgery. The Stak says so; the copy does too.
04
No patient is a story
Never name a patient or describe a case closely enough to identify one.
We are
- ✓Calm
- ✓Specific
- ✓Straightforward
We are not
- ✕Promissory
- ✕Superlative
- ✕Clinical-sounding for its own sake
Words we retire
| Retire | Say instead |
|---|
| painless | gentle, where it is true |
| guaranteed | (cut it) |
| the best | (cut it) |