# Felicity & Design Brand Voice

> Professional, functional, and direct.

## Positioning
A web development service provider currently in a sunset or transition phase. It serves clients seeking technical digital services through direct inquiry.

## Voice principles
*   **Direct:** Uses clear, declarative statements to convey status without ambiguity.
*   **Functional:** Prioritizes utility and contact information over marketing flourishes.
*   **Professional:** Maintains a formal and polite standard of communication.

## Tone by context
| Context | Tone |
|---|---|
| Status Updates | Definitive and neutral. |
| Service Inquiries | Helpful and instructional. |

## Lexicon
*   **Use:** Web development services, please contact us, now closed.
*   **Avoid:** Not evident from captured copy.

## Messaging do's and don'ts
*   **Do:** State the current business status clearly.
*   **Do:** Provide a specific call to action for service inquiries.
*   **Do:** Use title case for the brand name (Felicity & Design).
*   **Don't:** Use flowery or emotional language regarding business changes.
*   **Don't:** Leave the user without a point of contact.
*   **Don't:** Use industry jargon; stick to broad service categories like "web development."

## Evidence
*   "Felicity & Design is Now Closed"
*   "For web development services, please contact us at..."