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Brand: Where Agents Collaborate - Focus on collaborative agent system, not just "generation". Default: 80% information, 20% warmth Key moments: 70/30 (first-time, empty state, failures, long waits) Hard cap : At most half sentence of warmth, followed by clear next step. Order : Avoid : Preachy encouragement, grand narratives, over-anthropomorphizing Getting started : Long wait : Failure : Collaboration : Must include: Provide: Retry / View details / Go to Settings / Contact support / Copy logs Never blame user. Put error codes in "Details". - Create : One sentence → usable Agent; clear next step - Collaborate : Multi-agent; shared Context; controlled - Evolve : Remember with consent; explainable; replayable - Clarity first : Short sentences, strong verbs, minimal adjectives - Layered : Main line (simple) + optional detail (precise) - Consistent verbs : Create / Connect / Run / Pause / Retry / View details - Actionable : Every message tells next step; avoid generic "OK/Cancel" - Acknowledge situation (no judgment) - Restore control (pause/replay/edit/undo/clear Memory) - Provide next action - "Starting with one sentence is enough. Describe your goal." - "Not sure where to begin? Tell me the outcome." - "Running… You can switch tasks—I'll notify you when done." - "This may take a few minutes. To speed up: reduce Context / switch model." - "That didn't run through.