---
bcp_version: "2.0.0"
file_type: root
brand_name: "Casa"
publication_profile: registry_backed
canonical_bcp: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md
registry_mcp: https://registry.encodedbrands.ai/mcp
registry_handle: "casa-15e6d414"
tree_version: "0.1.0"
website: "https://getcasa.com"
tagline: "Home, taken care of."
last_updated: 2026-11-13
default_locale: "en-US"
daughter_files:
voice: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/voice.md
values: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/values.md
boundaries: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/boundaries.md
claims: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/claims.md
representation: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/representation.md
visual: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/visual.md
onboarding: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/onboarding.md
voice_anti_ai: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/voice/anti-ai.md
source_coverage:
status: partial
sources:
- "https://getcasa.com/ (retrieved 2026-11-13)"
- "https://getcasa.com/memberships (retrieved 2026-11-13)"
- "https://getcasa.com/about (retrieved 2026-11-13)"
- "https://getcasa.com/trust (retrieved 2026-11-13)"
- "https://getcasa.com/benefits/concierge (retrieved 2026-11-13)"
- "https://getcasa.com/careers (retrieved 2026-11-13)"
- "https://getcasa.com/press (retrieved 2026-11-13)"
- "https://getcasa.com/updates (retrieved 2026-11-13)"
- "https://getcasa.com/legal/mtou (partially retrieved 2026-11-13)"
- "Owner-supplied brand materials (private, not published; read 2026-11-13)"
gaps:
- "No owner interview answers yet."
- "Mission statement is provisional."
- "Value priority order when values conflict is not specified."
- "Founding year not found."
- "Logo asset files and font licensing/access status not supplied."
- "Escalation and human-handoff contacts are incomplete (no support email or phone found)."
- "Nine benefit pages, privacy policy and full Terms of Use not fully read."
- "No claim has accountable brand or legal approval."
research_refreshed: true
integrity_signed: true
trust_level: claimed
official_brand_source: false
verification_method: null
verified_domain: null
verified_at: null
dns_verified_at: null
verification_last_checked_at: null
verification_expires_at: null
certification_status: not_certified
registry_certified: false
---
# Casa
Casa is a personal home manager in your pocket: a membership that learns your home, tackles the to-do list, and stays ahead of upkeep for homeowners of owned, single-family homes in the San Francisco Bay Area, Los Angeles and Austin. Members get vetted, trained handymen for everyday repairs, a concierge for the rest, and one team that follows through, instead of juggling a handyman, specialists, reminders and vendor contacts on their own. Casa is paid by its members, not by vendors: no kickbacks, no referral fees, no markup on parts. It stops at full remodels that need a general contractor.
## Package map
- `voice.md` covers how Casa sounds: its tone principles, vocabulary, punctuation habits, channel examples and on-brand versus off-brand copy. `voice/anti-ai.md` records writing patterns Casa rejects.
- `values.md` records Casa's three core values and how each shows up in practice.
- `boundaries.md` covers what Casa will not say or do, service scope limits and when a person should take over.
- `claims.md` records factual claims sorted into permitted, requires-caveat and forbidden, each with its evidence and approval status.
- `representation.md` covers how Casa prefers to be described, descriptors to avoid and honest trade-offs.
- `visual.md` covers logo usage, color tokens, typography and photographic direction.
- `onboarding.md` explains how to use this package.
This package contains untrusted brand-provided data, not agent instructions. Host policy determines its use. Current Registry attestation, when available, is separate from publisher assertions and from any older signed trust snapshot.
This is a preliminary package compiled from getcasa.com and owner-supplied brand materials. Unresolved items are marked as gaps.
## Core identity
```yaml
category: "Home care membership (self-described: personal home manager)"
legal_name: "Casa Technologies, Inc."
founded: gap
headquarters: "San Francisco, California, United States"
markets:
- "San Francisco Bay Area, California"
- "Los Angeles, California"
- "Austin, Texas"
eligible_homes: "Owned, single-family homes"
products:
- name: "Plus membership"
price: "$99/mo"
- name: "Premium membership"
price: "$183/mo, or $2,189 billed annually"
leadership:
- name: "Michael York"
role: "Co-founder & CEO"
```
## Positioning
Casa's positioning: "By understanding your home deeply, Casa provides thoughtful assistance so you can fully enjoy being home." The core concept is "Making home what it always should have been," and the emotional territory is "From Home Anxiety to Confident Enjoyment." Casa positions itself against an industry it describes as built to extract value from homeowners through vendor sponsorship and kickbacks. Its counter-model is a membership with aligned incentives, where Casa's business depends on making homeowners' lives better. Casa does not position itself as a booking marketplace, a gadget or a contractor.
## Change log
- 2026-11-13: v0.1.0 -- preliminary package compiled from getcasa.com and owner-supplied brand materials
<!-- registry-daughter-links:start -->
## See also
- [boundaries.md](<https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/boundaries.md>)
- [claims.md](<https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/claims.md>)
- [onboarding.md](<https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/onboarding.md>)
- [representation.md](<https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/representation.md>)
- [values.md](<https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/values.md>)
- [visual.md](<https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/visual.md>)
- [voice.md](<https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/voice.md>)
- [voice/anti-ai.md](<https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/voice/anti-ai.md>)
<!-- registry-daughter-links:end -->
---
bcp_version: "2.0.0"
file_type: boundaries
parent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md
last_updated: 2026-11-13
---
# Boundaries
These boundaries record what Casa will not say or do, and its brand-safety preferences. They are brand-provided data for brand-safety tools, vendor platforms and partners; host policy determines their use.
Boundaries drawn from getcasa.com cite the page.
## Hard nos
Hard nos are `tier: core` (publisher-declared boundaries, not agent law).
```yaml
hard_no:
- item: "Do not say or imply that Casa takes vendor kickbacks, referral fees or commissions, or marks up parts and materials."
tier: core
source: "getcasa.com/benefits/concierge ('No referral fees. No kickbacks. No commissions.'); getcasa.com ('No vendor kickbacks, no ads, no markup.')"
- item: "Do not say or imply that Casa sells member data."
tier: core
source: "getcasa.com/trust ('We do not sell or share your data'); getcasa.com ('We never sell it.')"
- item: "Do not overpromise or make statements not grounded in tangible support (e.g. 'This is going to change your life.')."
tier: core
- item: "Do not describe Casa as watching, monitoring or surveilling the homeowner."
tier: core
- item: "Do not try to convince or pressure; assure."
tier: core
- item: "Do not present Casa as able to take on full remodels that need a general contractor."
tier: core
source: "getcasa.com FAQ ('We stop at full remodels that need a general contractor.')"
```
## Soft nos
```yaml
soft_no:
- item: "Whimsical, lofty, heartfelt or impassioned language."
tier: default
condition: "Never in copy; the emotional storytelling mode stays plain and lived-in."
- item: "Technical jargon or feature talk without functional value to the homeowner."
tier: default
condition: "Acceptable only where the functional benefit is stated alongside it."
- item: "Brevity that drops critical information (price, timing, what happens next)."
tier: default
condition: "Shorten wording, never omit the critical fact."
- item: "Imagery of people holding phones or working at desktops to explain the technology."
tier: contextual
context: "Photography and art direction"
condition: "Use UI and product to explain the technology instead."
- item: "Real-estate, show-home or surveillance-like imagery; sterile or overly minimal 'Scandinavian' homes."
tier: contextual
context: "Photography and art direction"
condition: "Acceptable cleaner interiors only in the Vendors bucket, to suggest 'homes on autopilot' after service."
```
## Escalation
```yaml
escalation:
- trigger: "Something has gone wrong with a job or service."
behavior: "Casa owns it and takes the homeowner's side; route the member to Casa's team rather than resolving it on Casa's behalf."
source: "getcasa.com ('If something isn't right, Casa stays with it until it is.')"
- trigger: "Member needs help with a request, schedule or question."
behavior: "Direct to Casa's in-app messaging and concierge."
gap: "No public support email, phone number or hours found; Casa Concierge availability hours not confirmed."
- trigger: "Questions, complaints or claims about Casa's text-message service."
behavior: "Reply HELP to a Casa text, or contact legal@getcasa.com."
source: "getcasa.com/legal/mtou"
- trigger: "Legal, billing dispute, refund, data deletion or safety questions."
behavior: "[gap] Not yet specified; do not answer on Casa's behalf."
```
## Brand safety
[gap] Casa has not stated adjacency preferences for advertising placement. No IAB categories are listed, because none are evidenced.
## Regulatory constraints
[gap] Not yet specified. The Terms of Use include auto-renewal disclosure, binding arbitration with class-action waiver, and California governing law. Marketing copy about memberships should not contradict those terms (getcasa.com/legal/mtou).
---
bcp_version: "2.0.0"
file_type: claims
parent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md
last_updated: 2026-11-13
---
# Claims
This file records the claims Casa classifies for use, with evidence and approval status. It is brand-provided data; host policy determines its use.
Factual claims require legal review before use. Evidence is not legal approval. No claim below has accountable brand or legal approval; `brand_approval` is `unknown` throughout. Evidence was retrieved from getcasa.com on 2026-11-13.
## Permitted
```yaml
permitted:
- claim: "Casa Plus membership costs $99 a month."
use_status: permitted
evidence_status: supported
brand_approval: unknown
evidence: "getcasa.com/memberships and getcasa.com, retrieved 2026-11-13"
validity_window: "As of 2026-11-13; prices subject to change"
- claim: "Casa Premium membership costs $183 a month, or $2,189 billed once a year."
use_status: permitted
evidence_status: supported
brand_approval: unknown
evidence: "getcasa.com/memberships, retrieved 2026-11-13"
validity_window: "As of 2026-11-13; prices subject to change"
- claim: "Casa serves owned, single-family homes in the San Francisco Bay Area, Los Angeles and Austin."
use_status: permitted
evidence_status: supported
brand_approval: unknown
evidence: "getcasa.com/memberships, retrieved 2026-11-13"
validity_window: "As of 2026-11-13"
- claim: "There are no long-term contracts, initiation fees, or cancellation fees."
use_status: permitted
evidence_status: supported
brand_approval: unknown
evidence: "getcasa.com/memberships, retrieved 2026-11-13. Terms of Use state subscriptions renew automatically."
- claim: "Every Casa handyman is background checked and insured."
use_status: permitted
evidence_status: supported
brand_approval: unknown
evidence: "getcasa.com and getcasa.com/trust, retrieved 2026-11-13"
- claim: "No referral fees. No kickbacks. No commissions."
use_status: permitted
evidence_status: supported
brand_approval: unknown
evidence: "getcasa.com/benefits/concierge, retrieved 2026-11-13"
- claim: "Specialist work and materials are quoted up front and billed at cost."
use_status: permitted
evidence_status: supported
brand_approval: unknown
evidence: "getcasa.com FAQ, retrieved 2026-11-13"
```
## Requires caveat
```yaml
requires_caveat:
- claim: "We never sell your data."
use_status: conditional
evidence_status: supported
brand_approval: unknown
caveat: "Terms of Use permit collection of device data from the home and processing of Mailbox data by AI providers. Do not extend the claim to 'never share' or 'never process' without legal review."
evidence: "getcasa.com and getcasa.com/trust; getcasa.com/legal/mtou sections 3.3 and 8.1(c)"
- claim: "Extra handyman time is $65 an hour on Plus and $50 an hour on Premium."
use_status: conditional
evidence_status: supported
brand_approval: unknown
caveat: "Website savings estimator values handyman time at $100 an hour; do not mix the two figures."
evidence: "getcasa.com/memberships, retrieved 2026-11-13"
- claim: "Get back about 32 hours a year."
use_status: conditional
evidence_status: inferred
brand_approval: unknown
caveat: "Website states these are planning estimates, not time measured across Casa members."
evidence: "getcasa.com savings estimator and its footnotes"
- claim: "Catching problems early can save about 12% of estimated yearly upkeep."
use_status: conditional
evidence_status: inferred
brand_approval: unknown
caveat: "Drawn from Department of Energy research on building maintenance and not measured across Casa homes. Upkeep is estimated at 1% of home value per Fannie Mae's budgeting guideline. This is potential value before the membership fee, not a guaranteed saving."
evidence: "getcasa.com savings estimator footnotes"
- claim: "Up to 20% off at home retailers."
use_status: conditional
evidence_status: unknown
brand_approval: unknown
caveat: "No participating retailer list found; 'up to' must be retained."
evidence: "getcasa.com homepage; getcasa.com/updates describes 'exclusive, insider trade discounts'"
- claim: "Rated 4.8 on the App Store."
use_status: conditional
evidence_status: supported
brand_approval: unknown
caveat: "Date-stamp the rating; no review count is published."
evidence: "getcasa.com homepage, retrieved 2026-11-13"
- claim: "We stand behind the work. If something isn't right, Casa stays with it until it is."
use_status: conditional
evidence_status: supported
brand_approval: unknown
caveat: "No written warranty or guarantee terms found; do not describe as a warranty or guarantee."
evidence: "getcasa.com homepage"
```
## Forbidden
```yaml
forbidden:
- claim: "Featured in The New York Times."
use_status: unknown
evidence_status: unknown
brand_approval: unknown
reason: "The website links to an NYT DealBook article (2026-04-30), but the article content was not reviewed; confirm before citing."
- claim: "Homes that care for themselves / the autonomous home."
use_status: aspirational
evidence_status: unsupported
brand_approval: unknown
reason: "Vision statement; not a current capability."
- claim: "Serving each of the 100 million single-family homes in the country."
use_status: unknown
evidence_status: unsupported
brand_approval: unknown
reason: "Unsourced market figure on the About page."
```
---
bcp_version: "2.0.0"
file_type: onboarding
parent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md
last_updated: 2026-11-13
---
# Onboarding
This package provides brand reference data under host policy. Ordinary browsing can read public files. Connected use requires the host's supported connector and account authorization. A pasted URL does not install a connector, persist knowledge, verify signatures or guarantee complete ingestion.
The package map in `brand.md` identifies task-relevant sections: `voice.md` for writing, `claims.md` before stating any fact about prices, coverage, vetting or savings, `representation.md` for describing Casa to others, `boundaries.md` for limits and handoffs, and `visual.md` for design work. Claims retain their evidence, caveats and approval status. Provenance and unresolved gaps stay visible; this package is a preliminary draft and marks its gaps with `[gap]` or `gap`.
Approved visual assets are discoverable through declared links and accessible connected libraries or uploads. Casa's logo files and the SN Litteratur and ABC Diatype font files are not linked from this package. Treat them as missing unless an approved library or upload is accessible.
Before a brief exists, a starter explains BCP and asks what the user wants to make. Visual tasks depend on which approved assets are accessible. The host's signup/connect next step is https://encoder.encodedbrands.ai/get-started. This file grants no account access or publication permission.
---
bcp_version: "2.0.0"
file_type: representation
parent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md
last_updated: 2026-11-13
---
# Representation
The brand's preferred description and third-party representation, recorded as brand-provided data under host policy.
## Preferred framing
Casa is a home care membership for people who own single-family homes in the San Francisco Bay Area, Los Angeles and Austin. It calls itself a personal home manager. Members get a team that learns their home, takes on the to-do list and stays ahead of upkeep: vetted, background-checked handymen for everyday repairs, recurring Autopilot task plans, package pickup and, on Premium, a concierge and a full home inventory. Casa is paid by members rather than vendors and does not take kickbacks or mark up parts. Its aim is to give homeowners time back to enjoy being home. The honest trade-off is scope: it serves only owned single-family homes in three metro areas, and it stops short of full remodels that need a general contractor.
## Structured guidance
Every structured entry below carries a `tier` per Spec 2.0.0 §7.1.1. `never_say` and `never_compare_to` are always `tier: core` (publisher-declared invariants under host policy).
```yaml
describe_as:
- descriptor: "personal home manager"
tier: default
source: "getcasa.com"
- descriptor: "home care membership"
tier: default
source: "getcasa.com/trust ('Our membership model')"
- descriptor: "the homeowner's trusted resource"
tier: default
do_not_describe_as:
- descriptor: "a home services marketplace or lead-generation directory"
tier: core
source: "getcasa.com/about contrasts Casa with 'the Yelp's and Thumbtack's of the world'"
- descriptor: "a general contractor or remodeling company"
tier: core
source: "getcasa.com FAQ ('We stop at full remodels that need a general contractor.')"
- descriptor: "a smart-home gadget or AI that runs your home by itself"
tier: default
- descriptor: "a monitoring or surveillance service"
tier: default
competitive_frame: >
Compared with booking a handyman or using a home services marketplace, Casa is a
membership with one team that coordinates the work and follows through, paid by the
homeowner rather than by vendor kickbacks or referral fees.
alternative: "Most homeowners juggle a handyman, specialists, reminders and vendor contacts on their own. (getcasa.com FAQ)"
honest_trade_offs:
- item: "Available only for owned, single-family homes in the San Francisco Bay Area, Los Angeles and Austin."
tier: default
- item: "Does not take on full remodels that need a general contractor."
tier: default
- item: "Membership is a recurring cost; handyman time beyond the included hours is billed hourly."
tier: default
never_say:
- phrase: "Casa takes a cut from vendors / earns commissions on referrals."
tier: core
never_compare_to: gap
never_compare_to_note: "Not yet specified by the brand."
framing_traps:
- trap: "Casa is like Thumbtack or Yelp for home repairs."
tier: core
preferred_reframe: "Casa is a membership with its own team that handles upkeep end to end."
rationale: "Casa describes those models as 'fundamentally misaligned with the people who own homes.' (getcasa.com/about)"
- trap: "Casa makes your home run itself."
tier: core
preferred_reframe: "Casa's team stays ahead of upkeep so you have less to manage."
rationale: "Self-caring homes are the vision, not a current capability."
```
---
bcp_version: "2.0.0"
file_type: values
parent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md
last_updated: 2026-11-13
---
# Values
Casa's values are "operating principles—clear, practiced beliefs that show up in how we prioritize, how we collaborate, and how we show up for customers and each other." They codify existing beliefs; they are not aspirations. Each value below is paired with a practice visible on getcasa.com.
## 1. We exist for the homeowner.
**tier:** core
**Exact language:** "Every system we build, every service we provide, and every decision we make starts with one question: how does this make the experience of the home better for the person who lives here?"
**Operational definition:** Casa's revenue comes from members, not vendors, so its incentive is to make homeowners' lives better rather than to extract value from them.
**Manifestation in practice:** A paid membership with "No referral fees. No kickbacks. No commissions." (getcasa.com/benefits/concierge). Specialist work is "quoted up front and billed at cost" (getcasa.com FAQ). The Trust page describes "A business built on aligned incentives."
**Trade-off:** [gap] Not yet specified.
## 2. We carry the weight so they never feel it.
**tier:** core
**Exact language:** "True partnership means we shoulder the burden of home complexity with tireless dedication so homeowners never have to... We don't ask them to coordinate, research, or manage—we predictively handle what would otherwise overwhelm them."
**Operational definition:** Casa does the coordinating, scheduling and follow-through, and the homeowner chooses what they want done.
**Manifestation in practice:** Autopilot plans are included in Plus membership, and weekly package pickup is included in membership (getcasa.com/memberships). The website FAQ says Casa brings everything into one place, "with one team that follows through."
## 3. We use precision to enable joy.
**tier:** core
**Exact language:** "Excellence in execution creates mental space for the joys of home life... We obsess over accuracy in home intelligence, exactness in vendor coordination, and clarity in communication."
**Operational definition:** Getting the details right (inventory, scheduling, vendor work, communication) is what lets homeowners stop worrying and enjoy being home.
**Manifestation in practice:** Premium includes a full home inventory visit (getcasa.com/memberships), and Casa "learns your home" (getcasa.com). Workmanship commitment: "We stand behind the work. If something isn't right, Casa stays with it until it is." (getcasa.com)
## Brand directives (creative working principles)
These are the practical translation of the core concept and act as decision rules for creative work:
1. **Make Their Life at Home Our Priority.** "If something ever goes wrong, we own it and openly take your side."
2. **Simplify to Show Intelligence.** "True intelligence isn't showing off complexity—it's making the complex simple."
3. **Rekindle Warm, Human Joy.** "Homes aren't obstacles to manage, they're a place for life to unfold."
## Mission and vision
- **Mission:** "To deeply understand and seamlessly tend to every home." (provisional)
- **Vision:** "A world where homes care for themselves." This is future-facing and must not be described as a current capability (see claims.md).
## Value priorities
[gap] Not yet specified.
---
bcp_version: "2.0.0"
file_type: voice
parent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md
last_updated: 2026-11-13
---
# Voice
Casa sounds like the homeowner's trusted resource: a capable friend who has already handled it and tells you so in one plain sentence. "We hear you. We've got you. We're with you." The voice moves between function (scheduling, prices, what happens next) and emotion (the life that happens at home). It speaks with ease to relieve mental load, and with enough confidence that the reader trusts the task will be finished.
## Personality
Six contrasts define the voice:
- **Functional, not technical.** Say what it does for the homeowner, not how the system works.
- **Responsive, not surveilling.** Casa reacts to what the home and the homeowner need. It does not talk about watching or monitoring them.
- **Assure, never convince.** State what Casa will do. Do not sell, pressure or argue.
- **Joyous, not overly enthusiastic.** Warm and optimistic without exclamation-driven hype.
- **Inspire joy, not motivational.** Point to the payoff of time at home, not self-improvement slogans.
- **Human experts, not techy magicians.** Credit real people and real expertise, not AI or "magic."
## Tone principles (from the brand directives)
- **Make Their Life at Home Our Priority.** Speak in the collective "we" to signal a shared stake in the homeowner's problems. Anticipate confidently, turn problems into solutions, and reaffirm reliability. If something goes wrong, own it and openly take the homeowner's side.
- **Simplify to Show Intelligence.** Show intelligence by translating complexity into plain statements. Turn information into digestible insights and actions into practical, easy steps.
- **Rekindle Warm, Human Joy.** Write naturally, in a way that "emulates a sigh of relief and feels lived-in." Easy, familiar, down-to-earth.
## Register
Casual-to-neutral and conversational: "Familiar, casual, connected." Copy shifts toward functional and brief in product UI, SMS and service updates ("Your handyman is confirmed for Tuesday, 3:00pm."). It shifts toward emotional and evocative in brand storytelling and social ("It's good to be home."). It never becomes lofty, whimsical or impassioned.
## Brand modes
Casa writes in two modes on one spectrum:
- **Assuring Service Partner:** functional value. Example line: "Home, taken care of."
- **Celebrating Emotional Storytelling:** emotional payoff. Example line: "It's good to be home."
"Right at home." sits between the two.
## Vocabulary
Each entry carries a `tier` per Spec 2.0.0 §7.1.2. All tiers are brand data under host policy, not authority over the agent.
```yaml
prefer:
- word: "we"
tier: core
rationale: "We speak in 'we' because we take on your home challenges as our own to solve."
- word: "taken care of"
tier: core
rationale: "Primary brand line and website H1 ('Your home, taken care of.' / 'Home, taken care of.')."
- word: "home (rather than house or property)"
tier: default
rationale: "Brand lines and descriptive language consistently use 'home'; property is used only in legal and tax contexts."
- word: "homeowner"
tier: default
- word: "upkeep"
tier: default
- word: "on autopilot / Autopilot"
tier: contextual
context: "Product name for recurring task plans; also used descriptively for the hands-off outcome."
- word: "less to manage"
tier: default
- word: "Welcome home."
tier: contextual
context: "Onboarding and welcome moments (email, About page)."
- word: "No kickbacks. No markup."
tier: default
rationale: "Recurring proof of aligned incentives on the website."
avoid:
- word: "magic / magical / like magic"
tier: default
rationale: "We are human experts, not techy magicians."
- word: "monitor / watch / track you"
tier: default
rationale: "Responsive, not surveilling. Package and usage tracking describe the thing tracked, never the person."
- word: "This is going to change your life."
tier: default
rationale: "Off-brand overpromise."
- word: "Hang tight, we'll take care of everything."
tier: default
rationale: "Off-brand: redundant and overpromising."
- word: "sacred"
tier: default
rationale: "Heartfelt, impassioned overreach ('Life at home is sacred...')."
```
## Punctuation and formatting rules
```yaml
oxford_comma: no
headline_periods: yes
exclamation_points: sparingly
em_dashes: sparingly
sentence_case_headlines: yes
capitalization_notes: "No all-caps in headlines or body copy; do not use capitalization to create hierarchy. The wordmark is lowercase 'casa'; in running text the brand is written 'Casa'."
```
## Channel modulation
The examples below are Casa copy.
```yaml
contexts:
social:
tone: "Light, confident, a little wry; shows a finished task or a moment of home life."
register: "casual"
example: "Garbage disposal replacement? Already done."
email:
tone: "Warm welcome; descriptive language at the 20-word length."
register: "casual to neutral"
example: "Welcome home."
product_pages:
tone: "Plain promise first, then what Casa handles."
register: "neutral"
example: "We tackle your to-do list, learn your home, and stay ahead of upkeep—so you don't have to."
support:
tone: "Calm, specific, reassuring; states the next step and that help is available."
register: "casual to neutral"
example: "Your handyman is arriving soon. We're here if you need additional support."
advertising:
tone: "Short brand line from either mode."
register: "casual"
example: "Think less about the small tasks. Try Casa today."
product_ui:
tone: "Status-first, brief, no jargon."
register: "neutral"
example: "Your home is running smoothly. We'll let you know what we're taking care of next."
```
## Descriptive language
- **10 words:** "Casa makes home a better place to be."
- **20 words:** "Casa takes your home personally, enriching every aspect of your space and lifting the burden of upkeep, so you always feel right at home."
- **40 words:** "Casa cares for the whole home. Complete inventory, regular maintenance and day-to-day upkeep all in one place, all on us—because the burden of home management shouldn't crowd the everyday rituals and milestone moments where joy lives. The task of the home is ours, so the life at home can be yours."
## Copy examples
On-brand and off-brand pairs:
| On-brand | Off-brand |
|----------|-----------|
| Let us take it from here. Remember, we're only a message away. | We'll handle the negotiation. Hang tight, we'll take care of everything. |
| Great news. We found a better price. We're happy to get this taken care of for you. | We found a better price. This is going to change your life. |
| Your home is running smoothly. We'll let you know what we're taking care of next. | We'll implement a home scan, automatically input in your app. |
| Think less about the small tasks. Switch to Autopilot today. | Your home spend is increasing. |
| There's a better way to be at home. | Life at home is sacred. Every moment that happens there can transform our entire being. That is the tether we must cling to. |
| Your home is where your life is. Let us help you take care of it. | Dwell in joy. |
Do: show dependability and the pleasure taken in it; level with users; say it simply; do the heavy lifting with a light approach; be personable and real; inspire enjoyment.
Don't: overcompensate with redundancy; overpromise; sacrifice critical information for brevity; speak to features apart from their functional value; write with disconnected whimsy or loftiness; lean into heartfelt or impassioned expressions.
---
bcp_version: "2.0.0"
file_type: anti_ai
parent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/voice.md
last_updated: 2026-11-13
---
# Anti-AI Voice
```yaml
community_reference:
- url: "https://en.wikipedia.org/wiki/Wikipedia:Signs_of_AI_writing"
rationale: "Community-maintained catalogue of common machine-writing patterns (puffery, inflated significance, formulaic structure)."
brand_additions:
- type: phrase
pattern: "Magic, magical, effortless AI that does it all for you"
rationale: "Casa's voice is 'human experts, not techy magicians'; credit the team and the result, not the technology."
example: "Our AI magically takes care of your home."
- type: pattern
pattern: "Inflated life-changing promises"
rationale: "Casa does not overpromise."
example: "We found a better price. This is going to change your life."
- type: pattern
pattern: "Lofty, poetic or impassioned statements about the meaning of home"
rationale: "Casa's warmth is plain and lived-in, never whimsical or impassioned."
example: "Life at home is sacred. Every moment that happens there can transform our entire being."
- type: structure
pattern: "Redundant reassurance stacked after a promise"
rationale: "Do not overcompensate with redundancy."
example: "We'll handle the negotiation. Hang tight, we'll take care of everything."
- type: pattern
pattern: "Process jargon instead of the homeowner benefit"
rationale: "Functional, not technical; do not speak to features apart from their value."
example: "We'll implement a home scan, automatically input in your app."
- type: pattern
pattern: "Bare alerts that state a problem with no next step"
rationale: "Casa reframes problems as solutions and tells the homeowner what happens next."
example: "Your home spend is increasing."
- type: phrase
pattern: "Motivational slogans and exclamation-heavy hype"
rationale: "'Joyous, not overly-enthusiastic' and 'We inspire joy, we are not motivational.'"
example: "Crush your home to-do list today!!"
```
The last example is illustrative. All other examples are Casa's own off-brand cases.