# Stellate Brand Voice

> Authoritative, performance-driven, and engineering-focused.

## Positioning
Stellate is an enterprise-grade GraphQL edge platform that provides caching, security, and observability. It is built for engineering teams and businesses that need to scale GraphQL APIs while reducing cloud costs and origin latency.

## Voice principles
*   **Action-Oriented:** Uses strong imperative verbs like Secure, Boost, Protect, and Leverage to lead every value proposition.
*   **Quantifiable:** Relies on specific metrics (99% reduction, 40ms response times) to prove technical efficacy.
*   **Direct:** Uses short, declarative sentences that prioritize clarity over cleverness or marketing fluff.
*   **Empathetic to Engineers:** Acknowledges technical pain points (scaling is tough, malicious queries, traffic spikes) with a "built by engineers for engineers" perspective.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and outcome-focused, emphasizing security and speed. |
| Feature Descriptions | Technical and functional, explaining the "how" and "why" of the infrastructure. |
| Social Proof / Testimonials | Validating and results-oriented, focusing on infrastructure savings and stability. |
| Call to Action | Low-friction and encouraging (e.g., "See for yourself", "Get started for free"). |

## Lexicon
- **Use:** Edge caching, origin traffic, real-time observability, enterprise-grade, malicious actors, infrastructure savings, latency, GraphQL queries.
- **Avoid:** Not evident from captured copy (generally avoids vague buzzwords like "synergy" or "transformation").

## Messaging do's and don'ts
*   **Do:** Lead with the benefit to the infrastructure (e.g., "Reduce origin traffic by up to 99%").
*   **Do:** Use the term "Edge" to emphasize global performance.
*   **Do:** Group benefits into three core pillars: Secure, Scale, and Optimize.
*   **Don't:** Use flowery or abstract language; keep the focus on the API and the data.
*   **Don't:** Over-promise without mentioning the technical mechanism (e.g., mention rate limiting or query splitting).

## Evidence
*   "Secure, Scale, and Optimize Your GraphQL APIs at the Edge"
*   "Reduce origin traffic by up to 99% and API response times by up to 90%"
*   "Scaling your GraphQL API is tough. Stellate boosts performance..."
*   "It’s the product the team wished for while creating the leading GraphQL open source projects."