Brand kit
This site has a brand kit. Every AI session that built it read the file first.
A DESIGN.md is a plain text file that tells an AI agent how a brand looks and sounds before it builds anything. Everything on this page is that file for this site, turned into something you can look at. You can download the file itself below.
I have written one of these before: the Solentrex brand kit (colors, voice, always and never rules) has been the file behind the company's AI content tools since April 2026. It is the first artifact I would build for any company setting up AI properly: the kit the AI reads before it writes a word.
Voice
Always, never.
Always
- First person, short sentences.
- Numbers over adjectives; a date or a count on every claim.
- Say what a thing is, then what it did.
- Say what a thing did, with a number, and stop.
- Choose the quieter option when the file is silent.
Never
- Em dashes. Emojis. Superlatives.
- Elliptical sentences: any sentence that leaves out a word the reader has to carry over from an earlier one. Name the thing again.
- Quotes from executives or vendors.
- Dollar figures for company spend; percentages only.
- Private hostnames, family or friend names, client names, partners named in a commercial relationship.
- Hero slogans, second accent colors, stock photos, icons for their own sake.