# Graphwise Brand Voice

> Functional, clinical, and strictly authoritative.

## Positioning
Graphwise is an AI-driven platform that maintains high security standards and strict access controls for its users.

## Voice principles
*   **Formal:** Uses full words and standard grammatical structures without contractions in critical notices.
*   **Direct:** States facts and outcomes immediately without introductory fluff or apologies.
*   **Technical:** Employs precise administrative and security terminology to describe system states.

## Tone by context
| Context | Tone |
|---|---|
| Marketing hero | Not evident from captured copy. |
| Error states | Clinical, firm, and informative. |
| Actions/Buttons | Simple and imperative. |

## Lexicon
- **Use:** Access, denied, authorization, view, reload.
- **Avoid:** Sorry, oops, help, please.

## Messaging do's and don'ts
*   **Do:** Use the passive voice to describe system-level actions (e.g., "was denied").
*   **Do:** Use specific technical nouns like "authorization" instead of "permission."
*   **Do:** Keep calls to action to a single, functional word.
*   **Don't:** Use conversational fillers or empathetic language in system messages.
*   **Don't:** Use contractions in formal status headers.
*   **Don't:** Soften the delivery of restrictive messages.

## Evidence
*   "Access to graphwise.ai was denied"
*   "You don't have authorization to view this page."
*   "Reload" (Button text)