The single source of truth for how Vortex IQ looks and sounds, across the marketing site, the help docs, and the in-app product surfaces. Anyone producing customer-facing work reads this first.
New in 3.1: the approval line, five voice pillars from the approved tone of voice, writing for each audience, crew names, interface copy rules for the app, and new banned phrases. Logo, colour, type, tokens and components are unchanged.
If another document contradicts this one, this one wins. Update this document; do not fork the brand in your channel. Questions, corrections, and asset requests: hey@vortexiq.ai.
Every design and every sentence exists to make one claim believable. If a decision does not serve this line, it is the wrong decision.
Stop revenue leaks. Accelerate growth.
Vortex IQ finds verified opportunities, prepares the work and takes every change through visible approval, safe application, verification and rollback.
These are the two buyer outcomes and the first decision on broad entry pages. The AI workforce explains how Vortex IQ delivers them. It is not a third door and should not arrive before the buyer understands the result.
A brand line, used everywhere: the site, the app, the docs, sales material and social. Say it word for word. Do not paraphrase it or add to it. Where space is tight, the first two sentences can stand alone: It proposes. Your team approves.
Vortex IQ is the AI workforce for ecommerce. Specialist crews find the problem in your own data, prepare the exact change, your team approves it, and it is applied with an undo point, as a pull request or as clear steps, then checked.
Use this when someone asks what Vortex IQ is. It names the category once, then describes the job.
Start with the result the buyer wants. Product, crew and infrastructure names come after the choice, never before it.
Show what is happening, why it matters and the exact proposed change before asking for approval.
Apply safely, re-read and verify the result, retain evidence and preserve a rollback point where the workflow supports it.
Protect revenue the store should already be keeping.
Store Health · Store Development · Migration and Recovery
Turn missed demand, weak conversion and inefficient spend into revenue.
SEO and AI Visibility · Store Experience · Ads Performance
On buyer-facing pages, use the promise as the label. Stop revenue leaks is clearer than a bare Run. Accelerate growth is clearer than a bare Grow. Run and Grow remain useful route names, planning labels and compact internal shorthand.
Use this detailed operating loop when a reader needs to understand execution. Do not use it as the first navigation choice.
Use the full-colour mark on light surfaces and the white mark on dark or brand-deep backgrounds. Keep clear space around it, and never recolour or distort it.
Below these sizes the IQ stops resolving. If the space is tighter, use the icon on its own rather than shrinking the full mark.
| Digital | 110px wide minimum |
| 25mm wide minimum |
These are the exact tokens the product and the website run on. Status colours carry meaning, so they never appear as decoration.
Pure black is never used.
Geist sets every headline and paragraph. Geist Mono handles eyebrows, labels, metadata, and code: the small, precise type that gives the brand its technical edge.
Stylistic sets ss01, ss03 and ss04 are enabled site-wide via font-feature-settings.
| Token | Size | Weight | Use |
|---|---|---|---|
| display / h1 | clamp(2.6rem, 6vw, 4.6rem) | 500 | Page hero, one per page |
| h2 | clamp(2rem, 3.8vw, 3.1rem) | 500 | Section headings |
| h3 | 1.18rem | 600 | Card titles, sub-headings |
| lede | 1.22rem | 400 | The paragraph under a heading |
| body | 1.0625rem | 400 | Running text |
| eyebrow | 0.72rem mono | 500 | Section label above a heading |
| label | 0.72rem mono | 500 | Chips, metadata, step numbers |
Radius, layout rhythm, elevation, and motion. Four small sets that do most of the work of making a new page look like it belongs.
| --radius | 10px | Cards, panels, inputs |
| --radius-pill | 200px | Every button and chip |
| product visuals | 14px to 18px | Floating console cards |
| --shadow-sm | Chips, small tiles |
| --shadow-md | Raised cards |
| --shadow-lg | Hover state, floating visuals |
| --shadow-brand | Primary button hover |
| --max | 1180px | Container width |
| --bento-gap | 30px | Grid gap, every bento |
| .section | 7.5rem 0 | Vertical section rhythm |
| nav height | 4.5rem | Fixed header |
| --ease | cubic-bezier(.16,1,.3,1) | Every transition |
| hover lift | -1px to -3px | Buttons and cards |
| reveal | 600ms, 22px | Scroll-in sections |
| reduced motion | off | Always honoured |
Buttons are always pills. Cards are always 10px. Nothing here needs inventing twice. Everything below is built from the tokens in sections 03 to 05.
Verb-led labels, one to three words. One primary CTA per section. The ghost variant is always the secondary of a pair, never on its own.
Status colour always maps to state, never to decoration. Green is healthy or recovered, red is revenue at risk, amber is watching.
Watches selected connected commerce signals.
The memory graph that compounds, per store.
Conversational agent, cited back to the graph.
Three visuals carry the product story. Use them in this order.
Run and Grow are the only first-level buyer choices. Experience, capability, crew and infrastructure names explain delivery after the outcome is understood.
Performance degradation, broken journeys, payment or integration failures, risky changes and migration work.
Search and AI visibility gaps, store experience friction and paid-media performance opportunities.
| Moment | Meaning |
|---|---|
| Ask | Get a read-only answer grounded in verified store evidence. |
| Fix | See the current value, proposed change and full scope before deciding. |
| Run | Dispatch longer work and receive a task ID, progress and a result. |
| Watch | Receive qualified alerts with evidence and a sensible next step. |
| Workbench | Review findings, staged changes, approvals and evidence in one workspace. |
Never silently apply a change. Record approval in the engine, re-read and verify the result, preserve a rollback point where supported, and fail closed when evidence is uncertain.
Function first, codename second. Write the job the reader recognises, then the codename in brackets: Store Health (Pulse), not Pulse on its own.
| Function, first | Codename, second |
|---|---|
| Store Health | Pulse |
| SEO and AI Visibility | Beacon |
| Ads Performance | Compass |
| Store Experience | Prism |
| Store Development | CodeCraft |
| Migration and Recovery | Bridge |
The Store Experience codename is Prism. Never write Muse.
| Foundation | Role | Writing boundary |
|---|---|---|
| Nerve Centre | Detect | Watches selected connected signals. Do not imply every KPI or every connector is live. |
| Vortex Mind | Diagnose | Explains likely causes from available evidence. |
| Ask Viq | Explain | Gives conversational access to connected context. Ask Viq™ on first prominent mention. |
| Vortex Agents | Act | Performs bounded, tracked work within connector, permission and approval limits. |
| Vortex Apps | Deploy safely | Provides staging, backup and rollback for supported commerce-platform workflows. |
| Vortex Memory | Learn | Retains approved context, decisions and outcomes for later work. |
Voice is what stays constant everywhere we write. Run any sentence against these five. If it fails one, it is not finished.
These five come from the approved tone of voice and replace the four pillars of v3.0. Confident and Warm now live in Pillar 01, Concrete in Pillar 03 and Anti-chaos in Pillar 04.
Write like an operator who has run live stores, not a vendor. Plain English, short sentences, specific nouns. Speak from that experience, but never lecture, never condescend, never imply the reader is failing. Contractions, second person and plain words: a senior peer pulling up a chair, not a vendor pitching from a stage.
Lead with the job, never with the category or a list of modules. One finding, one change, one next step. Lead with verbs.
Numbers, names, mechanisms. Every number has a denominator the reader can check. Technical verification and commercial outcome go in separate sentences: first what was changed and checked, then what it did for revenue, once that is measured. If a sentence could appear on any SaaS landing page, rewrite it until it could only appear on ours.
Running a store should not feel like fighting fires, and our copy should never add to the alarm. Say what is approved, what is reversible and what is checked. Never promise uplift before it is measured, and never describe a proposed change as a result. Flat, factual prose reads as safe. Drama reads as risk.
The merchant works with an agency and developers, and answers to a boss. Write so those people look good. We work alongside them and never replace them. No headcount maths, no digs at agencies, no suggestion that developers are optional.
Same brand, dialled differently for the surface. A hero rallies. A docs page explains. An error message apologises softly and names the next step.
| Surface | Dial up | Dial down | Anchor |
|---|---|---|---|
| Marketing hero | One job at a time | Detail, concision beats numbers here | Stop revenue leaks. Accelerate growth. |
| Product pages | Evidence before claims, name mechanisms and proof | Architecture until the outcome is clear | Choose the outcome. Then show the mechanism and proof. |
| Help docs | Evidence before claims, plus Operator | Rallying, explain instead | Start with Stop revenue leaks or Accelerate growth, then route to the task. |
| In-app labels | One job at a time, short and specific | Chatter, nothing inside buttons but the action | Run Audit, not Get started with your audit journey. |
| Empty states and errors | Calm about risk | Drama, apologise softly when something is wrong | We couldn't reach Shopify just now. Reconnecting in 30s. |
| Social | All five, the format demands voice density | Nothing, but keep it short | One mechanism named per post. One proof point per post. |
The voice stays the same for everyone. The first door and the words change. Start with one finding and one door, in the reader's own words.
Who: a head of digital or ecommerce lead with a small team and an outside developer or agency, who has to change the live store safely and sell the fix to an owner, CEO or board. Also Adobe Commerce and Magento owner-operators who want a virtual agency.
First door: a working copy of your live store, with fixes already made and tested in it, undoable in one click. Nothing goes live without your say-so. Or "your numbers are wrong, here is the truth": one true, specific finding on their own store.
Who: a founder or small ecommerce team on Shopify who wants more customers from Google and AI answers, and more content, without hiring an SEO team.
First door: more customers from Google and AI answers, with the content and fixes done for you in your brand voice. You approve everything before it goes live.
Who: a delivery lead, PM or technical lead at a commerce agency running managed services across many client stores.
First door: be proactive across every client site with the team you have. Findings become tickets, crews prepare the work, and your engineers approve every pull request before anything ships.
Where the reader stands changes what they need to hear. Use this as a checklist before anything ships.
The reader has never heard of us. They scan in half a second. One job: make them feel named, seen, and at ease.
Name the exact bucket the reader sits in. A specific role plus a specific pain, never a general audience.
Mirror who they already think they are. Never open with "you're doing it wrong". That wakes the defensive brain and they are gone.
Short sentences. Familiar words. Predictable rhythm. Read every top-of-funnel paragraph out loud, and wherever you stumble, rewrite. Non-negotiable on the homepage hero.
The reader is interested and is now testing plausibility. We are not asking for the sale, we are earning the right to.
Name the outcome first, then the mechanism that makes it believable. Architecture is evidence for the promise, not the opening pitch.
Strong claims need calibrating language so the brain does not reject them. Add time frames. Add ratios. Prefer "more than half" to an exact multiple that sounds invented.
Kill objections in monotone. Flat, factual prose signals this is not a big deal. Drama signals the opposite. Two or three lines per objection, no exclamation marks.
| Objection | Answer |
|---|---|
| Will AI replace my team? | Vortex IQ does the watching. Your team makes the calls. Every action ships through human approval unless you say otherwise. |
| Will I lose control of my store? | Every proposed change shows evidence and scope before approval. Staging and rollback are used where the workflow supports them. |
| How is this different from analytics tools? | Analytics tells you what happened. The AI workforce tells you what's wrong, why, and helps you fix it. |
| Do I need a developer? | Not to get started. You connect your stack from the UI. When a change touches code, it arrives as a pull request for your developer or agency to approve. |
The reader believes. Now they need to feel safe saying yes.
Three options, ours in the middle. The brain pattern-matches on three. Make the other two real, not strawmen, so the choice reads as honest.
Name what is not included. Result, but limitation. Stating the limit builds trust faster than any feature list.
One boulder, not a wall. A grid of twelve logos triggers suspicion. One strong, named, consented proof point beats a wall of numbers, and lets both the fast and the slow brain sign off. Never name a customer, or attach a number to one, without their written consent. Pick the one that fits the audience, and show one, never all four.
Half of brand consistency is vocabulary discipline. Run any draft through this table before it ships.
| Use | Not |
|---|---|
| Stop revenue leaks (Run outcome) | Run as a standalone buyer promise |
| Accelerate growth (Grow outcome) | Grow without the result it creates |
| Ask, Fix, Run, Watch, Workbench | six buyer-facing product choices |
| Show. Approve. Apply and verify. Roll back. | one-click fixes, automatic changes |
| It proposes. Your team approves. Nothing goes live without your say-so. | any paraphrase of the approval line |
| AI workforce for ecommerce | AI OS, operating system, operating layer, tool, app, software |
| Store Health (Pulse), function first, codename second | a codename on its own, Muse |
| a fix, a change, an approval (in the app) | Kanban, crew workbench, agent run |
| commerce, e-commerce | online retail, e-tail, digital commerce |
| merchant | client, customer, user, end-user |
| ops lead, growth lead, founder | stakeholder, decision-maker, executive |
| connector | integration, plugin, app |
| Nerve Centre, Vortex Mind, Ask Viq, Vortex Apps | any paraphrase, any lower-case version |
| Ask Viq™ on first prominent mention | AskViq, Ask VIQ, ask viq |
| detect, explain, fix | monitor, analyse, recommend |
| safe, predictable, controlled | bulletproof, guaranteed, foolproof |
| over 200 connectors, in the Vortex IQ connector catalogue | many, all the major, 215+, 70+ |
| catalogue, mapped | supported, integrated |
| 14-day free trial, free for 14 days | free forever, freemium |
| technical foundations, operating loop | six pillars as the buyer journey |
On "catalogue" versus "supported": the catalogue has manifests, cards, and audits ready to light up. Production coverage is broadest where merchants connect first. "Supported" implies production-tested for all, which is not the claim we are making.
| Phrase | Why |
|---|---|
| powered by AI | We are AI. This is filler. |
| leverage, leveraging | Say use. |
| best-in-class, world-class, industry-leading, world's first | Unfalsifiable, so it reads as noise. |
| seamless, frictionless, effortless | Every vendor says it, so it says nothing. |
| transform your business overnight | Fails the calibration test in Trigger 05. |
| unlock insights | Overworked past the point of meaning. |
| robust, powerful, scalable | Empty without a specific number beside them. |
| synergy, ecosystem play, holistic | Consultant language, not merchant language. |
| most teams get this wrong | Breaks Voice Pillar 01 and Trigger 02. |
| free forever | Retired June 2026. The offer is a 14-day free trial. |
| operating system, AI OS, operating layer | Retired category names. Say the AI workforce for ecommerce. |
| I can guarantee, guaranteed upsell, any guarantee of results | We do not promise outcomes. Say what is approved, reversible and checked. |
| an unnamed percentage uplift, such as "about 1,400% for one of our clients" | Use a named, consented case, or nothing. |
| results as a service | Sells an outcome nobody has measured yet. |
| 100% resolved by AI | Overclaims. Every change goes through your team's approval. |
| will do the work of N people, hire fewer, replace your agency | Headcount framing. We make people look good; we never replace them. |
| no developers needed, not writing a single line of code | Dismisses the developers and agencies who approve the work. |
"Start free" stays valid as a CTA, because the trial does start free.
Not in marketing copy, not in docs, not in CMS content, not in a social post. The em dash is overused, it reads as machine-written to a lot of readers, and the voice prefers shorter, more declarative sentences anyway. A hyphen covers every legitimate compound case.
| Where you would reach for one | Use instead | Example |
|---|---|---|
| Parenthetical aside | comma, comma | Vortex IQ, the AI workforce for ecommerce, runs on every connector you have. |
| Emphasis or summary clause | colon or full stop | One AI workforce. Detect, explain, fix. |
| Strong aside or clarification | parentheses | Connect your stack (10 minutes max). The Nerve Centre does the rest. |
| Range or span | "to", or a hyphen | 5 to 15 minutes. Q2-Q3. |
| Compound modifier | hyphen | AI-driven, 24-7, top-quartile. |
House style. Repeat them, they build recall.
| Stop revenue leaks. | The Run outcome. Use for Store Health, Store Development, Migration and Recovery. |
| Accelerate growth. | The Grow outcome. Use for SEO and AI Visibility, Store Experience and Ads Performance. |
| It proposes. Your team approves. Nothing goes live without your say-so. | The approval line. Word for word, everywhere. |
| Ask. Fix. Run. Watch. Workbench. | The buyer experience after an outcome has been chosen. |
| Show. Approve. Apply and verify. Roll back. | The compact trust promise for any proposed change. |
| Detect. Diagnose. Act. Deploy safely. Learn. | The detailed operating loop. Use in technical explanation, not first navigation. |
| The AI workforce for ecommerce. | The elevator line. |
| Built for merchants, agencies, and tech partners. | The audience triad. |
When you are staring at a blank page, pick the pattern that matches the format and fill it in. The structure is already approved, so you only have to be good at the sentences.
Long-form: landing pages, sales decks, video scripts
Short-form: social, ads, opening paragraphs
Bottom-of-funnel CTAs and pricing
KPI and connector cards in the docs
The rules below sit on top of everything above. Where a channel carries extra legal or trust risk, the voice gets tighter, not louder.
vortexiq.ai
/vs and /vs/{competitor}
/trust/limits
docs.vortexiq.ai
app.vortexiq.ai
LinkedIn and X
Five real edits from our own surfaces. Use them as anchors when you are unsure whether a draft is on brand.
The AI Operating System That Runs Your Entire eCommerce Operation. Deploy a 24/7 Digital Workforce that connects every app in your stack. We give your business the Eyes to monitor every KPI, the Voice to strategize, and the Hands to execute tasks automatically.
Stop revenue leaks. Accelerate growth. Choose the outcome that matters now, then see the evidence and approve what happens next.
Active Subscribers (Est.) is a customer lifecycle metric tracked from ActiveCampaign data.
Accelerate growth: watch subscriber momentum, ask why it changed and review the evidence before you act.
You don't have any findings yet. To get started, please connect your first data source by going to the Connectors page in your Settings.
No findings yet. Connect your first source, then choose what you want to watch.
Vortex IQ: your weekly performance report is ready
Revenue leaks found in your store this week
Starter £39/month. Save 20%. £199/month.
Growth $1,199/mo, most popular. Billed annually at $14,388. Save 20% a year.
Five ways in, depending on what you are about to make.
Read sections 01 and 07 first. Choose Run or Grow, then apply section 08 (voice), section 09 (tone), section 10 (audience), section 12 (vocabulary), and the relevant example in section 15.
Read sections 03 to 06. If a component already exists, use it. If it does not, build it from the tokens rather than inventing new ones.
Follow the in-app rules in section 14. Name what the merchant recognises, and make every button say exactly what happens.
Run it through the vocabulary table in section 12, then check the trigger relevant to its funnel position in section 11.
Give it the Markdown version as the controlling house style. Instruct it to preserve the Run and Grow hierarchy, distinguish the Run outcome from the Run action, and apply the status and trust boundaries in section 07.