# Arc Brand Voice

> Personal, calm, and sophisticated, focusing on the emotional benefit of a well-organized digital life.

## Positioning
Arc is a modern browser replacement designed for users who want to organize the different sides of their lives (work, study, hobbies) in one place. It positions itself as an intuitive, privacy-focused "home on the internet" that anticipates user needs rather than just reacting to them.

## Voice principles
- **Empathetic:** Focuses on the user's feelings and lifestyle (comfort, "sides of you", "your perfect setup").
- **Confident:** Uses bold, definitive statements about its role as a replacement for the status quo.
- **Calm:** Employs clean and gentle language to describe technical features.
- **Personal:** Addresses the user directly as "you" to create a sense of intimacy and ownership.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Visionary and welcoming. Focuses on evolution and the future. |
| Feature Sections | Benefit-oriented. Explains how the tool adapts to the human, not vice versa. |
| Security/Privacy | Reassuring and professional. Uses industry-standard terms (SOC 2) alongside soft imagery (comfort). |
| Social Proof | Relatable and enthusiastic. Highlights the "misery" of the old way vs. the "order" of Arc. |

## Lexicon
- **Use:** Space, Profiles, Setup, Comfort, Anticipate, Evolution, Home, Sides of you, Order.
- **Avoid:** Browser (when possible, use "replacement" or "home"), Utility, Tool, Folder (use "Space"), Tabs (use "Spaces" or "Profiles" for organization).

## Messaging do's and don'ts
- **Do:** Focus on the mental state of the user (calm, organized, comfortable).
- **Do:** Use "you" and "your" to emphasize customization and personal fit.
- **Do:** Frame technical updates as an "evolution" or "DNA".
- **Don't:** Use aggressive "hacker" or overly "tech-bro" jargon.
- **Don't:** Focus purely on speed or benchmarks; focus on the experience of use.
- **Don't:** Treat the internet as a workplace only; acknowledge hobbies and personal "sides".

## Evidence
- "Space for the different sides of you."
- "The comfort of privacy."
- "A browser that doesn’t just meet your needs — it anticipates them."
- "Arc brought order to the chaos that was my online life."
- "Enter your new home on the internet."