Brand guardrails

# Brand Guardrails — My Wedding Shortlist

## Positioning
- A more considered way to find wedding vendors.
- We capture what matters to the couple, shortlist a small fit set, and introduce the vendors they choose.
- Intros are availability-aware and limited by design.

## Voice & Tone
- Write calm, direct, and editorial; short sentences over hype.
- Sound like a thoughtful studio, not a startup or marketplace.
- Confident but gentle; no exclamation marks or cheerleading.

## Language Rules
- Prefer: "introduce", "shortlist", "availability", "fit", "calm".
- Avoid: "lead", "platform", "AI", "disrupt", "instant bookings".
- Use: "shortlist" not "matches"; "introductions" not "leads".
- Use: "available" / "on break"; avoid "active/inactive" for vendors.

## UX Principles
- Fewer choices, higher confidence; keep paths short and obvious.
- Availability is respected on both sides; never promise beyond vendor settings.
- No artificial urgency or dark patterns; calm by default.
- Show the minimum needed; reveal detail progressively.

## Visual Discipline
- Neutral slate palette; no gradients, no stock wedding imagery.
- Prefer spacing and sections over boxes and chrome.
- Consistent typography hierarchy (eyebrow → title → body); avoid loud ornamentation.
- Keep layouts breathable; use full-width sections with constrained content.

## Writing Reminders
- One idea per sentence; two lines max per paragraph where possible.
- Name things once and stick to it; avoid synonym drift.
- When uncertain, be more specific and less clever.