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.
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.
Vortex IQ is the world's first AI Operating System for e-commerce.
One command centre that detects what's wrong, explains why, and helps you fix it safely, across every platform you run.
AI OS and AI Operating System are the public umbrella. Use them. This is the brand promise, not internal lingo.
Not analytics, not dashboards. Active, not passive. The system does the watching so your team does the deciding.
The thing your stack runs on, not another tool you bolt on beside it. That distinction carries the whole positioning.
A narrow category, named in the first line. Not for businesses. Not for retailers. Specifically e-commerce.
Four pillars run this loop. When both numbers appear together, keep them reconciled: four pillars, five steps.
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 every KPI live across 200+ connectors.
The memory graph that compounds, per store.
Conversational agent, cited back to the graph.
Two visuals carry the product story and should appear on any surface that needs to show the loop.
Do not just say what we do, name how. A sceptic who can file the how away stops asking. These four nouns are the how, and they are always title-case and never paraphrased.
| Pillar | Metaphor | What it is | How to write it |
|---|---|---|---|
| Nerve Centre | Eyes | The detection layer. Every KPI, live, across 200+ connectors. | Always title-case. Always paired with real-time or continuous. |
| Vortex Mind | Judgement | The diagnostic and memory layer. It investigates the finding, returns the root cause, and remembers every signal, fix, and decision, per store. | Always paired with explains why or root cause. Its memory graph learns and gets sharper over time. |
| Ask Viq | Voice | The conversational interface, cited back to the graph it answered from. | Ask Viq™ on the first prominent mention of a page. Bare Ask Viq after that. |
| Vortex Agents | Hands | Build and manage the AI agents that monitor, analyse, and act across the stack, with staging, backup, and one-click rollback around every change. | Always paired with AI agents or act safely. Staging, backup, and rollback are the harness they run inside. Agent Hub is retired. |
Voice is what stays constant everywhere we write. Run any sentence against these four. If it fails one, it is not finished.
We have built this for global brands. We know the chaos because we have fixed it. Write from that authority, but never lecture, never condescend, never imply the reader is failing.
The brand exists because running e-commerce should not feel like fighting fires. Every line should imply less work, less anxiety, more control. Lead with verbs. Stop X, start Y is on-brand and repeatable.
Numbers, names, mechanisms. If a sentence could appear on any SaaS landing page, rewrite it until it could only appear on ours.
Vortex IQ is built by people who lived the problem. The voice should feel like a senior peer pulling up a chair, not a vendor pitching from a stage. Contractions, second person, plain words.
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 | Anti-chaos | Concrete, concision beats numbers here | Stop fighting fires. Protect revenue and automate ops. |
| Product pages | Concrete, name mechanisms and proof | Nothing, all four run high | Four pillars, one platform. Eyes, Voice, Hands. |
| Help docs | Concrete plus Confident | Anti-chaos, less rallying and more explaining | The Shopify connector is one of 200+ feeding the Nerve Centre. |
| In-app labels | Concrete, short and specific | Warm, no chatter inside buttons | Run Audit, not Get started with your audit journey. |
| Empty states and errors | Warm | Confident, apologise softly when something is wrong | We couldn't reach Shopify just now. Reconnecting in 30s. |
| Social | All four, the format demands voice density | Nothing, but keep it short | One mechanism named per post. One proof point per post. |
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.
Don't just say what we do, name how. Give it a noun so a sceptic can file the how away and stop asking. Our nouns are the four pillars.
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 change runs through staging first. Backup runs continuously. Rollback is one click. |
| How is this different from analytics tools? | Analytics tells you what happened. The AI OS tells you what's wrong, why, and helps you fix it. |
| Do I need a developer? | No. Connect your stack from the UI. The AI OS handles the rest. |
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 specific, credible, named proof point lets both the fast and the slow brain sign off. 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 |
|---|---|
| AI OS, AI Operating System | platform, tool, app, software |
| 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 Agents | 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 AI OS catalogue | many, all the major, 215+, 70+ |
| catalogue, mapped | supported, integrated |
| 14-day free trial, free for 14 days | free forever, freemium |
| four pillars | four modules, four products |
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 | 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. |
"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 OS for commerce, runs on every connector you have. |
| Emphasis or summary clause | colon or full stop | One operating system. 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 fighting fires. | The anti-chaos opener. Also: stop flying blind, stop chasing problems. |
| Connect. Activate. Optimise. | The three-step process. |
| Detect. Explain. Fix. | The product loop. |
| Eyes, Voice, Hands. | The pillar metaphor. Marketing surfaces only, not docs. |
| The AI OS for commerce. | 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.
The AI Operating System for E-Commerce. Detect what's broken. Understand why. Fix it safely. Across every platform you run.
Active Subscribers (Est.) is a customer lifecycle metric tracked from ActiveCampaign data.
The Nerve Centre tracks Active Subscribers (Est.) from your ActiveCampaign account in real time. When the number moves, Vortex Mind investigates why, and Ask Viq acts on the finding.
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 to put the Nerve Centre to work.
Vortex IQ: your weekly performance report is ready
What the Nerve Centre found in your store this week
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Five ways in, depending on what you are about to make.
Read section 08 (voice pillars), section 09 (the tone modifier for your channel), section 11 (vocabulary), and the relevant example in section 14.
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.
Run it through the vocabulary table in section 11, then check the trigger relevant to its funnel position in section 10.
Give it the Markdown version of this file as the house style. The em dash rule and the banned phrase list are the two it most often needs told twice.