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Waerrk · Brand & Design

Waerrk Voice Guide v1.0

Slugbrand-voice-guide
TierTier 01
Statelive
Confidence100%
UpdatedApr 20, 2026

Waerrk Voice

Clear, direct, smart. No filler. User-facing copy makes the benefit obvious. Simple explanations without dumbing down. Competent without being loud.

Principles

  1. Direct over buildup. Verb first. Cut adjectives. Save. not "Save now".
  2. Benefit first. User perspective before system perspective. Support sees it now. not "The entry was saved".
  3. Concrete nouns. Numbers, names, slots. 3 entries, Tier 02. Never several, middle level.
  4. Trust the reader. No hand-holding. Waerrk users know what an entry, tier, slug is.
  5. No apology. Inform, don't regret. No "sorry", no "unfortunately".
  6. No filler. Strike these words: just, really, totally, actually, please, simply, only, already.

Language

  • English default: informal always
  • German: du not Sie. Matches Linear, Supabase, Resend.
  • Imperative is normal for UI instructions
  • No em-dashes. Never —. Use comma, period, or colon. Em-dash is an AI signal.
  • No AI filler. Blocklist: Let's, It's important to, dive into, unleash, harness, leverage, game-changer, tapestry, ever-evolving, navigate (outside GPS), quite literally.
  • No superlatives. No best, amazing, revolutionary, brilliant. Competence is quiet.
  • Tech terms stay English: Entry, Tier, Slug, Support stay English even in German copy.
  • Waerrk in third person. User is the subject. Waerrk is the tool.

Microcopy Patterns

Buttons

❌ Save now, Create Entry, Finish editing, Click here to proceed ✅ Save, New Entry, Done, Next

Error messages

❌ Sorry, there was an error saving the entry. Please try again later. ✅ Not saved. Check network.

❌ The slug contains characters that are not allowed. ✅ Slug: letters, numbers, underscores only.

Empty state

❌ There are no entries yet. Click the plus button above to create your first entry. ✅ No entries yet. ⌘K for new.

Confirmation

❌ The entry was saved successfully and is now visible to your team. ✅ Saved. Support sees it now.

Loading

❌ Please wait a moment, we are loading the data. ✅ Loading.

Self-check before shipping

  • Benefit in the first sentence?
  • Can you cut three words without losing meaning?
  • No please, just, simply, unfortunately, sorry?
  • No em-dashes (—)?
  • No AI filler?
  • Verb at the front?
  • German: is it du?

All pass → ship. Not → rewrite.