Content & voice

Who speaks. The product speaks to the reader as you. A Digital Worker speaks as I ("Tell me about you", "I'll handle the rest"); the company speaks as we only on the public site and in legal or manifesto copy. Never let the interface say "we" about the product's own behaviour.

Tone. Plain, direct and a little warm. Say what happens and what to do next. Prefer short declaratives and, in headlines, triads: "Automate. Simplify. Thrive", "Liberty. Diversity. Reciprocity."

Casing.

• Product UI: sentence case everywhere — titles, buttons, menu items, labels ("Review drafts", "Daily sending limit").
• Marketing headings and CTAs use Title Case ("Empower Your Team with Digital Workers", "Contact Our Team"). Don't carry this into the apps.
• Proper nouns keep their capitals: Digital Crew, Crew OS, Max, Digital Worker, Unibox, Inbox Autopilot. Agents go by first names (Sophie, Claire, Max, Camille, Kate, André).
• Overlines and eyebrows are uppercase with 0.08em tracking (crew-overline, max-overline): "YOUR DIGITAL WORKERS".

Buttons start with a verb and name the outcome: "Build my Digital Worker", "Start free trial", "Review drafts". Destructive buttons name the object: "Delete campaign".

Empty states and errors state the fact, then the way forward, in one or two sentences:

• "No campaigns match. Create a campaign or try another name."
• "Add the Cal.com URL and API key."
• "Choose a calendar you own before saving."
• "Accounts from another workspace can't be changed here."

Max's product copy rules (from its design audit and reference docs):

• Report the outcome, not the effort. "Data found for 63 of 100 contacts", not "Contact enrichment complete for 100 contacts."
• State the cost before the action, and show estimates as ceilings: "Uses 1 AI credit · the 12 ideas below are free", "≤ 40 credits". Out of credits is said before the click, in an amber block with an Add credits link.
• Name the gap before offering to fill it, and spell out skip reasons: "needs a LinkedIn URL, or a first + last name plus a company".
• Honest precision. No invented clock times on far-off plans; projected times are labelled "projected".
• No leaked internals. No API routes, raw enum values (in_progress), "tool server (MCP) is unreachable" or "Runtime reported: …" in the interface.
• One name per thing. If people read "Tasks", the address says /tasks; pick "Organisation" or "Organization" and keep it.
• Privacy in names. Public booking pages say "With Mario and Jeanne", never a surname or an email.
• Translation-safe strings. Text that changes sits in its own element ({saving ? <Loader2 /> : <Save />}<span>{saving ? "Saving…" : "Save"}</span>); a multi-part string is one template literal; never translate="no".

Placeholders show an example, not the label: "you@company.com", "+33 6 12 34 56 78", "Search people, companies, deals, tasks…".

Typography in copy. Use the real characters: … (ellipsis), — (em dash, spaced: "still running — one moment"), ’ (curly apostrophe), · (middle dot) as a separator in meta lines ("Free to start · No credit card · Ready in 2 min").

Emoji. None as decoration. A few glyphs carry meaning inline in Max and stay: ⚡ marks an automation rule on a pipeline column, 🔥 is the mailbox warm-up shortcut, ✓ and ⚠ mark health chips. Everything else is a Lucide icon.

Language. Crew OS ships in English, French, German, Spanish and Chinese; leave room for longer French and German strings.