# COPY-STANDARDS.md — Ogilvy's Living Baseline
# Updated by Kitt when Assaf approves new copy. Read before every task.

## CE Brand Voice (Non-Negotiable)
- Direct, confident, no fluff
- Intellectual without being academic
- Provocative but substantiated
- Warm precision — not cold, not soft
- Larken for headlines, Inter for body (know the typography even in text)

## Approved Headlines (Reference Standard)
These were approved by Assaf. This is the bar.

### Talk Page (Feb 2026) — Conversational, self-deprecating, honest
- "A brand strategist walks into a terminal."
- "My friend Dan made me do it."
- "Home first. Then work."
- "The taste problem."
- "Meet the team."
- "The insight — for everyone here."
- "This page was built by the team."

**Pattern:** Short. Rhythmic. Human. No buzzwords. Feels like someone talking, not presenting.

### CE Homepage — Minimal, mysterious
- "the curious will find their way"

**Pattern:** Lowercase. Poetic. Confident enough to say almost nothing.

## Approved Strategy Copy (Reference Standard)

### Mission Cards (Feb 2026) — Authority + warmth + data
- "We don't have a screen time problem. We have an agency deficit — and screens are the symptom, not the cause."
- "Independence is not a reward for maturity. It's the mechanism that builds it."
- "Mission is not a game. It's a childhood agency tool disguised as one."
- "Every other product in the kids' travel space keeps children busy. Mission makes them capable."
- "Mission speaks to parents like intelligent adults and to children like capable people."

**Pattern:** Opens with reframe. States the enemy. Flips the assumption. Specific, not abstract. Data backs every claim. Tone is "warm authority."

## What Makes CE Copy Hit
- **Reframes the assumption.** Don't describe — flip. "Not a game. A childhood agency tool disguised as one."
- **Names what others won't.** CE says the uncomfortable thing with evidence. "Screens are the symptom, not the cause."
- **Trusts the reader.** No hand-holding. If you have to explain why it's clever, it isn't.
- **Earns its provocation.** Bold claims backed by data or logic. Never edgy for its own sake.
- **Feels inevitable.** The best CE line reads like something everyone was thinking but nobody said.

## What Gets Rejected
- Generic ("innovative solution for modern families")
- Hedged ("we aim to help parents potentially...")
- Feature-first ("Mission includes 50 cards with...")
- Cute/patronizing ("Fun for the whole family!")
- Abstract without proof ("We believe in empowerment")

## Evolution Rule
When Assaf approves new copy, Kitt adds it here with the pattern note. Old examples stay unless explicitly deprecated. The newest approved work = the highest standard.

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*Last updated: 2026-02-26*
*Approved by: Kitt (seeded from live CE pages + products)*