{
  "house": {
    "domain": "airahome.com",
    "name": "Aira"
  },
  "brands": [
    {
      "id": "aira-997aca1d",
      "names": [
        {
          "en_US": "Aira"
        }
      ],
      "url": "https://airahome.com",
      "agents": [
        {
          "type": "brand",
          "url": "https://registry.brandcontextprotocol.dev/mcp?customer_handle=aira-997aca1d",
          "id": "encoded-brands-registry",
          "description": "Reads this brand's full signed Brand Context Protocol package via get_bcp."
        }
      ],
      "colors": {
        "text": "#000000",
        "background": "#FFFFFF",
        "secondary": "#3D3D41",
        "neutral": "#EBEBEB",
        "accent": "#9A958F",
        "primary": "#058A5E",
        "text-inverse": "#FFFFFF",
        "surface-inverse": "#000000"
      },
      "tone": {
        "voice": "A founder who is genuinely angry that millions of homes are still burning gas, committed to making switching easier and cheaper than doing nothing.",
        "attributes": [
          "Clear, not clever",
          "Urgent without alarming",
          "Inclusive by default",
          "Combative toward the problem, not toward people or competitors",
          "Conversational but purposeful",
          "Plain spoken rather than formal",
          "Warm rather than cool"
        ],
        "dos": [
          "Name the problem and the fix in the same breath",
          "Be concrete and pointed, not abstract or jargon-heavy",
          "Say what is happening and what people can do about it today",
          "Talk to anyone whose boiler is costing them money, not a green-elite minority",
          "Earn attention by being concrete, not with exclamation points",
          "Shift toward technical precision in support and product contexts where homeowners need facts",
          "Use direct verbs over noun phrases",
          "Keep promises tangible",
          "Use plain movement language, not corporate sustainability vocabulary"
        ],
        "donts": [
          "Do not dress up practical offers in abstraction or jargon",
          "Do not catastrophise or lecture",
          "Do not perform enthusiasm with exclamation points",
          "Do not shift toward corporate distance or ESG boilerplate",
          "Do not use exclamation points",
          "Do not use em-dashes",
          "Do not frame Aira as a like-for-like boiler replacement",
          "Do not call Aira a smart home solution",
          "Do not describe the system as fully autonomous",
          "Do not use affluent/green-elite framing",
          "Do not attempt to solve deep technical problems in support contexts",
          "Do not use exclamation points in headlines"
        ]
      }
    }
  ]
}