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.
Specific, never grand. We name the maker, the material and the room. We do not say 'timeless'.The brand, in one sentence
01
Name the maker
The chair has a maker, the fabric has a mill. Say who.
02
Three people, by name
A studio of three. Never 'our team of experts'.
03
The waitlist is the proof
Booked since 2023. Say it plainly, once.
04
Rooms, not 'spaces'
Kitchen, bedroom, hallway. The word 'space' is retired.
We are
- ✓Precise
- ✓Personal
- ✓Quietly confident
We are not
- ✕Grand
- ✕Anonymous
- ✕Trend-led
Words we retire
| Retire | Say instead |
|---|
| space | room |
| bespoke | made for |
| our team | Ana, Ruth and Theo |