{ "trust_level": "claimed", "official_brand_source": false, "verification_method": null, "verified_domain": null, "verified_at": null, "verification_last_checked_at": null, "verification_expires_at": null, "status": "active", "customer_handle": "casa-15e6d414", "certification_status": "not_certified", "registry_certified": false, "certification": null, "brand_name": "Casa", "response_scope": "full_tree", "content_complete": true, "available_paths": [ "/.well-known/brand.json", "/.well-known/brand.md", "/.well-known/brand/boundaries.md", "/.well-known/brand/claims.md", "/.well-known/brand/onboarding.md", "/.well-known/brand/representation.md", "/.well-known/brand/values.md", "/.well-known/brand/visual.md", "/.well-known/brand/voice.md", "/.well-known/brand/voice/anti-ai.md" ], "integrity_scope": "publication_manifest", "integrity": { "version": 2, "publication_id": "971a8310f54e4da23433fc00e02ba005c747ac7f9b9f9ba82d365b0d0ac64189", "revision_id": "e0c923d3-193c-42cd-8120-71f7a5740da1", "manifest_sha256": "c147e4857329e247a3d11c2bf0414f98b9344d615e90dc7abba9a7197a92f1e5", "manifest_signature": "wb9HcSTfm0SPJZrwWNHi0VCRTUc1GYUkBWaIDyxakgoBIf+3vpK/3LJKhNhbzoSqDRnEccA1YXEyk4LWPPUwBw==", "manifest_signature_kid": "v1" }, "verified": null, "schema": "bcp-readable-package-v1", "representation": "Derived readable representation; verify signatures against the canonical source files.", "canonical_registry_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414", "html_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414", "files": [ { "path": "/.well-known/brand.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: root\nbrand_name: \"Casa\"\npublication_profile: registry_backed\ncanonical_bcp: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md\nregistry_mcp: https://registry.encodedbrands.ai/mcp\nregistry_handle: \"casa-15e6d414\"\ntree_version: \"0.1.0\"\nwebsite: \"https://getcasa.com\"\ntagline: \"Home, taken care of.\"\nlast_updated: 2026-11-13\ndefault_locale: \"en-US\"\ndaughter_files:\n voice: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/voice.md\n values: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/values.md\n boundaries: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/boundaries.md\n claims: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/claims.md\n representation: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/representation.md\n visual: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/visual.md\n onboarding: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/onboarding.md\n voice_anti_ai: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/voice/anti-ai.md\nsource_coverage:\n status: partial\n sources:\n - \"https://getcasa.com/ (retrieved 2026-11-13)\"\n - \"https://getcasa.com/memberships (retrieved 2026-11-13)\"\n - \"https://getcasa.com/about (retrieved 2026-11-13)\"\n - \"https://getcasa.com/trust (retrieved 2026-11-13)\"\n - \"https://getcasa.com/benefits/concierge (retrieved 2026-11-13)\"\n - \"https://getcasa.com/careers (retrieved 2026-11-13)\"\n - \"https://getcasa.com/press (retrieved 2026-11-13)\"\n - \"https://getcasa.com/updates (retrieved 2026-11-13)\"\n - \"https://getcasa.com/legal/mtou (partially retrieved 2026-11-13)\"\n - \"Owner-supplied brand materials (private, not published; read 2026-11-13)\"\n gaps:\n - \"No owner interview answers yet.\"\n - \"Mission statement is provisional.\"\n - \"Value priority order when values conflict is not specified.\"\n - \"Founding year not found.\"\n - \"Logo asset files and font licensing/access status not supplied.\"\n - \"Escalation and human-handoff contacts are incomplete (no support email or phone found).\"\n - \"Nine benefit pages, privacy policy and full Terms of Use not fully read.\"\n - \"No claim has accountable brand or legal approval.\"\n research_refreshed: true\nintegrity_signed: true\ntrust_level: claimed\nofficial_brand_source: false\nverification_method: null\nverified_domain: null\nverified_at: null\ndns_verified_at: null\nverification_last_checked_at: null\nverification_expires_at: null\ncertification_status: not_certified\nregistry_certified: false\n---\n# Casa\n\nCasa 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.\n\n## Package map\n\n- `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.\n- `values.md` records Casa's three core values and how each shows up in practice.\n- `boundaries.md` covers what Casa will not say or do, service scope limits and when a person should take over.\n- `claims.md` records factual claims sorted into permitted, requires-caveat and forbidden, each with its evidence and approval status.\n- `representation.md` covers how Casa prefers to be described, descriptors to avoid and honest trade-offs.\n- `visual.md` covers logo usage, color tokens, typography and photographic direction.\n- `onboarding.md` explains how to use this package.\n\nThis 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.\n\nThis is a preliminary package compiled from getcasa.com and owner-supplied brand materials. Unresolved items are marked as gaps.\n\n## Core identity\n\n```yaml\ncategory: \"Home care membership (self-described: personal home manager)\"\nlegal_name: \"Casa Technologies, Inc.\"\nfounded: gap\nheadquarters: \"San Francisco, California, United States\"\nmarkets:\n - \"San Francisco Bay Area, California\"\n - \"Los Angeles, California\"\n - \"Austin, Texas\"\neligible_homes: \"Owned, single-family homes\"\nproducts:\n - name: \"Plus membership\"\n price: \"$99/mo\"\n - name: \"Premium membership\"\n price: \"$183/mo, or $2,189 billed annually\"\nleadership:\n - name: \"Michael York\"\n role: \"Co-founder & CEO\"\n```\n\n## Positioning\n\nCasa's positioning: \"By understanding your home deeply, Casa provides thoughtful assistance so you can fully enjoy being home.\" The core concept is \"Making home what it always should have been,\" and the emotional territory is \"From Home Anxiety to Confident Enjoyment.\" Casa positions itself against an industry it describes as built to extract value from homeowners through vendor sponsorship and kickbacks. Its counter-model is a membership with aligned incentives, where Casa's business depends on making homeowners' lives better. Casa does not position itself as a booking marketplace, a gadget or a contractor.\n\n## Change log\n\n- 2026-11-13: v0.1.0 -- preliminary package compiled from getcasa.com and owner-supplied brand materials\n\n\n## See also\n\n- [boundaries.md]()\n- [claims.md]()\n- [onboarding.md]()\n- [representation.md]()\n- [values.md]()\n- [visual.md]()\n- [voice.md]()\n- [voice/anti-ai.md]()\n\n", "signature": "+9Ylm0HksOoQaFSPRxO2b+0rtU12PF/M2mtKkVUGylLDo5I7xCygGxpr34GAfd8XRbCskhxqJZ3JsIyDkoIqAw==", "sha256": "b9c937cdd1ac721698de4f667ae56c5b41533da22591464a3a6d85c27ade7c45", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/brand", "json_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/brand/data.json", "source_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/source/brand.md", "canonical_source_url": "https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md" }, { "path": "/.well-known/brand.json", "content": "{\"$schema\":\"https://adcontextprotocol.org/schemas/3.2.9/brand.json\",\"brands\":[{\"agents\":[{\"id\":\"casa_registry\",\"type\":\"brand\",\"url\":\"https://registry.encodedbrands.ai/mcp?customer_handle=casa-15e6d414\"}],\"id\":\"casa\",\"names\":[{\"en_US\":\"Casa\"}],\"url\":\"https://getcasa.com\"}],\"house\":{\"domain\":\"getcasa.com\",\"name\":\"Casa\"}}\n", "signature": "fGKrPNSIb9i1hqrrzmdIWBQ95vzgHtgRiyiuQxdc+brMCYs55Yv0QQZ4IOuUr+LvvKW2j8UX1U3qGAAt6BOpCg==", "sha256": "d9a0f91f78e41ea6fa04ddff2f868a92bd03f70cb2fe803a26b3eedfc69d9ae4", "kid": "v1", "content_type": "application/json; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/brand.json", "json_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/brand.json/data.json", "source_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/source/brand.json", "canonical_source_url": "https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.json" }, { "path": "/.well-known/brand/boundaries.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: boundaries\nparent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md\nlast_updated: 2026-11-13\n---\n\n# Boundaries\n\nThese 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.\n\nBoundaries drawn from getcasa.com cite the page.\n\n## Hard nos\n\nHard nos are `tier: core` (publisher-declared boundaries, not agent law).\n\n```yaml\nhard_no:\n - item: \"Do not say or imply that Casa takes vendor kickbacks, referral fees or commissions, or marks up parts and materials.\"\n tier: core\n source: \"getcasa.com/benefits/concierge ('No referral fees. No kickbacks. No commissions.'); getcasa.com ('No vendor kickbacks, no ads, no markup.')\"\n - item: \"Do not say or imply that Casa sells member data.\"\n tier: core\n source: \"getcasa.com/trust ('We do not sell or share your data'); getcasa.com ('We never sell it.')\"\n - item: \"Do not overpromise or make statements not grounded in tangible support (e.g. 'This is going to change your life.').\"\n tier: core\n - item: \"Do not describe Casa as watching, monitoring or surveilling the homeowner.\"\n tier: core\n - item: \"Do not try to convince or pressure; assure.\"\n tier: core\n - item: \"Do not present Casa as able to take on full remodels that need a general contractor.\"\n tier: core\n source: \"getcasa.com FAQ ('We stop at full remodels that need a general contractor.')\"\n```\n\n## Soft nos\n\n```yaml\nsoft_no:\n - item: \"Whimsical, lofty, heartfelt or impassioned language.\"\n tier: default\n condition: \"Never in copy; the emotional storytelling mode stays plain and lived-in.\"\n - item: \"Technical jargon or feature talk without functional value to the homeowner.\"\n tier: default\n condition: \"Acceptable only where the functional benefit is stated alongside it.\"\n - item: \"Brevity that drops critical information (price, timing, what happens next).\"\n tier: default\n condition: \"Shorten wording, never omit the critical fact.\"\n - item: \"Imagery of people holding phones or working at desktops to explain the technology.\"\n tier: contextual\n context: \"Photography and art direction\"\n condition: \"Use UI and product to explain the technology instead.\"\n - item: \"Real-estate, show-home or surveillance-like imagery; sterile or overly minimal 'Scandinavian' homes.\"\n tier: contextual\n context: \"Photography and art direction\"\n condition: \"Acceptable cleaner interiors only in the Vendors bucket, to suggest 'homes on autopilot' after service.\"\n```\n\n## Escalation\n\n```yaml\nescalation:\n - trigger: \"Something has gone wrong with a job or service.\"\n 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.\"\n source: \"getcasa.com ('If something isn't right, Casa stays with it until it is.')\"\n - trigger: \"Member needs help with a request, schedule or question.\"\n behavior: \"Direct to Casa's in-app messaging and concierge.\"\n gap: \"No public support email, phone number or hours found; Casa Concierge availability hours not confirmed.\"\n - trigger: \"Questions, complaints or claims about Casa's text-message service.\"\n behavior: \"Reply HELP to a Casa text, or contact legal@getcasa.com.\"\n source: \"getcasa.com/legal/mtou\"\n - trigger: \"Legal, billing dispute, refund, data deletion or safety questions.\"\n behavior: \"[gap] Not yet specified; do not answer on Casa's behalf.\"\n```\n\n## Brand safety\n\n[gap] Casa has not stated adjacency preferences for advertising placement. No IAB categories are listed, because none are evidenced.\n\n## Regulatory constraints\n\n[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).\n", "signature": "Q4Hw9Pj6GoCYyD7tNUxVxwQCNpC8iAAMOdv0GwW0/pNolAnPzKsUlHD0Ggun2cJZPsnUljmNwZ8DGmNE7sCvAw==", "sha256": "51637d1135e6b4231504c5ba5ee2870ba0e1c4e25dc0cf2d6cef802e1d186cf2", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/boundaries", "json_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/boundaries/data.json", "source_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/source/boundaries.md", "canonical_source_url": "https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/boundaries.md" }, { "path": "/.well-known/brand/claims.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: claims\nparent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md\nlast_updated: 2026-11-13\n---\n\n# Claims\n\nThis file records the claims Casa classifies for use, with evidence and approval status. It is brand-provided data; host policy determines its use.\n\nFactual 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.\n\n## Permitted\n\n```yaml\npermitted:\n - claim: \"Casa Plus membership costs $99 a month.\"\n use_status: permitted\n evidence_status: supported\n brand_approval: unknown\n evidence: \"getcasa.com/memberships and getcasa.com, retrieved 2026-11-13\"\n validity_window: \"As of 2026-11-13; prices subject to change\"\n - claim: \"Casa Premium membership costs $183 a month, or $2,189 billed once a year.\"\n use_status: permitted\n evidence_status: supported\n brand_approval: unknown\n evidence: \"getcasa.com/memberships, retrieved 2026-11-13\"\n validity_window: \"As of 2026-11-13; prices subject to change\"\n - claim: \"Casa serves owned, single-family homes in the San Francisco Bay Area, Los Angeles and Austin.\"\n use_status: permitted\n evidence_status: supported\n brand_approval: unknown\n evidence: \"getcasa.com/memberships, retrieved 2026-11-13\"\n validity_window: \"As of 2026-11-13\"\n - claim: \"There are no long-term contracts, initiation fees, or cancellation fees.\"\n use_status: permitted\n evidence_status: supported\n brand_approval: unknown\n evidence: \"getcasa.com/memberships, retrieved 2026-11-13. Terms of Use state subscriptions renew automatically.\"\n - claim: \"Every Casa handyman is background checked and insured.\"\n use_status: permitted\n evidence_status: supported\n brand_approval: unknown\n evidence: \"getcasa.com and getcasa.com/trust, retrieved 2026-11-13\"\n - claim: \"No referral fees. No kickbacks. No commissions.\"\n use_status: permitted\n evidence_status: supported\n brand_approval: unknown\n evidence: \"getcasa.com/benefits/concierge, retrieved 2026-11-13\"\n - claim: \"Specialist work and materials are quoted up front and billed at cost.\"\n use_status: permitted\n evidence_status: supported\n brand_approval: unknown\n evidence: \"getcasa.com FAQ, retrieved 2026-11-13\"\n```\n\n## Requires caveat\n\n```yaml\nrequires_caveat:\n - claim: \"We never sell your data.\"\n use_status: conditional\n evidence_status: supported\n brand_approval: unknown\n 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.\"\n evidence: \"getcasa.com and getcasa.com/trust; getcasa.com/legal/mtou sections 3.3 and 8.1(c)\"\n - claim: \"Extra handyman time is $65 an hour on Plus and $50 an hour on Premium.\"\n use_status: conditional\n evidence_status: supported\n brand_approval: unknown\n caveat: \"Website savings estimator values handyman time at $100 an hour; do not mix the two figures.\"\n evidence: \"getcasa.com/memberships, retrieved 2026-11-13\"\n - claim: \"Get back about 32 hours a year.\"\n use_status: conditional\n evidence_status: inferred\n brand_approval: unknown\n caveat: \"Website states these are planning estimates, not time measured across Casa members.\"\n evidence: \"getcasa.com savings estimator and its footnotes\"\n - claim: \"Catching problems early can save about 12% of estimated yearly upkeep.\"\n use_status: conditional\n evidence_status: inferred\n brand_approval: unknown\n 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.\"\n evidence: \"getcasa.com savings estimator footnotes\"\n - claim: \"Up to 20% off at home retailers.\"\n use_status: conditional\n evidence_status: unknown\n brand_approval: unknown\n caveat: \"No participating retailer list found; 'up to' must be retained.\"\n evidence: \"getcasa.com homepage; getcasa.com/updates describes 'exclusive, insider trade discounts'\"\n - claim: \"Rated 4.8 on the App Store.\"\n use_status: conditional\n evidence_status: supported\n brand_approval: unknown\n caveat: \"Date-stamp the rating; no review count is published.\"\n evidence: \"getcasa.com homepage, retrieved 2026-11-13\"\n - claim: \"We stand behind the work. If something isn't right, Casa stays with it until it is.\"\n use_status: conditional\n evidence_status: supported\n brand_approval: unknown\n caveat: \"No written warranty or guarantee terms found; do not describe as a warranty or guarantee.\"\n evidence: \"getcasa.com homepage\"\n```\n\n## Forbidden\n\n```yaml\nforbidden:\n - claim: \"Featured in The New York Times.\"\n use_status: unknown\n evidence_status: unknown\n brand_approval: unknown\n reason: \"The website links to an NYT DealBook article (2026-04-30), but the article content was not reviewed; confirm before citing.\"\n - claim: \"Homes that care for themselves / the autonomous home.\"\n use_status: aspirational\n evidence_status: unsupported\n brand_approval: unknown\n reason: \"Vision statement; not a current capability.\"\n - claim: \"Serving each of the 100 million single-family homes in the country.\"\n use_status: unknown\n evidence_status: unsupported\n brand_approval: unknown\n reason: \"Unsourced market figure on the About page.\"\n```\n", "signature": "rRj+kfdKXLWlvr5QLbE09vNquEPdBs5wpD7/jCFshkTPDhRfLW7bTJTSh9CzjzdZL8qrVLIlKtGKUgAfC1WYCw==", "sha256": "5394032ccecd0c872e3db54c97fadac60d8d7c8f72b479e69ce3c80df5e6165d", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/claims", "json_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/claims/data.json", "source_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/source/claims.md", "canonical_source_url": "https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/claims.md" }, { "path": "/.well-known/brand/onboarding.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: onboarding\nparent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md\nlast_updated: 2026-11-13\n---\n# Onboarding\n\nThis 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.\n\nThe 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`.\n\nApproved 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.\n\nBefore 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.\n", "signature": "vtvzP052kGTKxXe/QdZBOV2NQyvojEavffA1ybIart9STe+tOsqsdg4vrynRYOzVYWPdWOP+xro5KWKDHxk9Cg==", "sha256": "9f3ea4a489d5e2ecdfb5781feaacc719b5f26123e1d81e50fd52ce7c625a0900", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/onboarding", "json_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/onboarding/data.json", "source_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/source/onboarding.md", "canonical_source_url": "https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/onboarding.md" }, { "path": "/.well-known/brand/representation.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: representation\nparent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md\nlast_updated: 2026-11-13\n---\n\n# Representation\n\nThe brand's preferred description and third-party representation, recorded as brand-provided data under host policy.\n\n## Preferred framing\n\nCasa 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.\n\n## Structured guidance\n\nEvery 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).\n\n```yaml\ndescribe_as:\n - descriptor: \"personal home manager\"\n tier: default\n source: \"getcasa.com\"\n - descriptor: \"home care membership\"\n tier: default\n source: \"getcasa.com/trust ('Our membership model')\"\n - descriptor: \"the homeowner's trusted resource\"\n tier: default\n\ndo_not_describe_as:\n - descriptor: \"a home services marketplace or lead-generation directory\"\n tier: core\n source: \"getcasa.com/about contrasts Casa with 'the Yelp's and Thumbtack's of the world'\"\n - descriptor: \"a general contractor or remodeling company\"\n tier: core\n source: \"getcasa.com FAQ ('We stop at full remodels that need a general contractor.')\"\n - descriptor: \"a smart-home gadget or AI that runs your home by itself\"\n tier: default\n - descriptor: \"a monitoring or surveillance service\"\n tier: default\n\ncompetitive_frame: >\n Compared with booking a handyman or using a home services marketplace, Casa is a\n membership with one team that coordinates the work and follows through, paid by the\n homeowner rather than by vendor kickbacks or referral fees.\n\nalternative: \"Most homeowners juggle a handyman, specialists, reminders and vendor contacts on their own. (getcasa.com FAQ)\"\n\nhonest_trade_offs:\n - item: \"Available only for owned, single-family homes in the San Francisco Bay Area, Los Angeles and Austin.\"\n tier: default\n - item: \"Does not take on full remodels that need a general contractor.\"\n tier: default\n - item: \"Membership is a recurring cost; handyman time beyond the included hours is billed hourly.\"\n tier: default\n\nnever_say:\n - phrase: \"Casa takes a cut from vendors / earns commissions on referrals.\"\n tier: core\n\nnever_compare_to: gap\nnever_compare_to_note: \"Not yet specified by the brand.\"\n\nframing_traps:\n - trap: \"Casa is like Thumbtack or Yelp for home repairs.\"\n tier: core\n preferred_reframe: \"Casa is a membership with its own team that handles upkeep end to end.\"\n rationale: \"Casa describes those models as 'fundamentally misaligned with the people who own homes.' (getcasa.com/about)\"\n - trap: \"Casa makes your home run itself.\"\n tier: core\n preferred_reframe: \"Casa's team stays ahead of upkeep so you have less to manage.\"\n rationale: \"Self-caring homes are the vision, not a current capability.\"\n```\n", "signature": "Gfx2a5WItvao1hZoWIEunzij2AKSuFk8rc4Wf66XLv7HpRvkIkHlJAPYIClia63EqudyNnq3Exb492CJ1yVYCA==", "sha256": "bf53c72f83af527d3bdf686823fdbd70f20bd940a37efb89d777b0b396896c9f", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/representation", "json_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/representation/data.json", "source_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/source/representation.md", "canonical_source_url": "https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/representation.md" }, { "path": "/.well-known/brand/values.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: values\nparent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md\nlast_updated: 2026-11-13\n---\n\n# Values\n\nCasa'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.\n\n## 1. We exist for the homeowner.\n\n**tier:** core\n\n**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?\"\n\n**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.\n\n**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.\"\n\n**Trade-off:** [gap] Not yet specified.\n\n## 2. We carry the weight so they never feel it.\n\n**tier:** core\n\n**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.\"\n\n**Operational definition:** Casa does the coordinating, scheduling and follow-through, and the homeowner chooses what they want done.\n\n**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.\"\n\n## 3. We use precision to enable joy.\n\n**tier:** core\n\n**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.\"\n\n**Operational definition:** Getting the details right (inventory, scheduling, vendor work, communication) is what lets homeowners stop worrying and enjoy being home.\n\n**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)\n\n## Brand directives (creative working principles)\n\nThese are the practical translation of the core concept and act as decision rules for creative work:\n\n1. **Make Their Life at Home Our Priority.** \"If something ever goes wrong, we own it and openly take your side.\"\n2. **Simplify to Show Intelligence.** \"True intelligence isn't showing off complexity—it's making the complex simple.\"\n3. **Rekindle Warm, Human Joy.** \"Homes aren't obstacles to manage, they're a place for life to unfold.\"\n\n## Mission and vision\n\n- **Mission:** \"To deeply understand and seamlessly tend to every home.\" (provisional)\n- **Vision:** \"A world where homes care for themselves.\" This is future-facing and must not be described as a current capability (see claims.md).\n\n## Value priorities\n\n[gap] Not yet specified.\n", "signature": "VMmqKITH8bU/VHAbetvMm4bfIKP31VHzmcsMFkiculG+dw/DwNB18y597D7wQssR3DKaXBUrZDy1XVcWjSgyCw==", "sha256": "3d55afd309d0c7d6814fa5401cbeb5fa30dfaa113216b3773fdd9a9d8fd4f62e", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/values", "json_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/values/data.json", "source_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/source/values.md", "canonical_source_url": "https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/values.md" }, { "path": "/.well-known/brand/visual.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: visual\nparent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md\nlast_updated: 2026-11-13\n---\n\n# Visual\n\nThe Casa visual identity is restrained: an off-white and off-black foundation, a warm serif for large headlines over a clean sans for everything else, sparing accent colors drawn from home interiors, and candid, sun-lit photography of real lived-in homes.\n\nValues below are brand-declared specifications for brand communications, read 2026-11-13. Pixel values are design specifications, not universal browser rules. Status vocabulary: `brand_declared` (stated by the brand), `gap` (unknown).\n\n## Logo\n\n```yaml\nlogo:\n primary:\n description: \"Lockup of a symbol and the lowercase wordmark 'casa'. The symbol is an arch: 'a warm and friendly covering, a nod to shelter, a rainbow, a sunny horizon, and the c in Casa.'\"\n status: brand_declared\n variants: gap\n variants_note: \"Logo asset files (SVG/PNG), URLs and hashes not supplied.\"\n default_use: \"Use the full lockup wherever a logo element is needed.\"\n\nlogo_usage:\n clear_space:\n rule: \"Clear space on all sides equals the lockup height divided by 3 (X/3).\"\n machine_value:\n unit: lockup_height\n multiplier: 0.333\n minimum_size:\n digital_px: 10\n note: \"Minimum lockup height 10px. Size in 5-unit increments; common heights 160, 80, 40, 20, 10px.\"\n print_in: gap\n separation: \"Symbol and wordmark may be separated when necessary, keeping the lockup's scale relationship.\"\n approved_backgrounds:\n - type: solid_color\n color_token: off_black_01\n note: \"Off-black logo on light neutrals.\"\n - type: solid_color\n color_token: off_white_01\n note: \"Off-white logo on dark neutrals.\"\n - type: photography\n color_token: off_white_01\n note: \"Default on photography; off-black only when the photo is particularly light.\"\n avatar_favicon: \"Optically center the symbol in a circle or rounded square by shifting it up, because its top is visually heavier.\"\n forbidden_modifications:\n - stretch\n - rotate\n - \"place imagery within the logo\"\n - \"adjust scales within the lockup\"\n - \"add effects\"\n - \"use the wordmark alone\"\n```\n\n## Color\n\nThe palette foundation is off-white and off-black; accent colors are used sparingly or for touchpoints that allow more variety, such as social. In product, the neutral palette carries buttons and UI, and color comes mainly through photography and illustration.\n\n```yaml\ncolor:\n tokens:\n off_white_01: { hex: \"#F8F8F1\", role: primary_background, cmyk: \"C0 M0 Y3 K3\", description: \"Base brand light neutral\" }\n off_black_01: { hex: \"#282828\", role: primary_text, cmyk: \"C0 M0 Y0 K84\", pantone: \"426C\", description: \"Base brand dark neutral\" }\n off_white_02: { hex: \"#EBEBE4\", role: neutral }\n off_white_03: { hex: \"#C7C7BD\", role: neutral }\n off_white_04: { hex: \"#8E8F84\", role: neutral }\n black: { hex: \"#000000\", role: neutral, pantone: \"Black\" }\n green_01: { hex: \"#FBFBE3\", role: accent, pantone: \"9600C\" }\n green_02: { hex: \"#F0F3A2\", role: accent, pantone: \"587C\" }\n green_03: { hex: \"#ACC064\", role: accent, pantone: \"2289C\" }\n green_04: { hex: \"#444835\", role: accent, pantone: \"4229C\" }\n clay_01: { hex: \"#FFE3C9\", role: accent, pantone: \"9181C\" }\n clay_02: { hex: \"#FA9A67\", role: accent, pantone: \"1565C\" }\n clay_03: { hex: \"#D2593A\", role: accent, pantone: \"7579C\" }\n clay_04: { hex: \"#7E2E1A\", role: accent, pantone: \"174C\" }\n yellow_01: { hex: \"#FBF8F2\", role: accent, pantone: \"9224C\" }\n yellow_02: { hex: \"#FFE39D\", role: accent, pantone: \"2005C\" }\n yellow_03: { hex: \"#FBB52A\", role: accent, pantone: \"1235C\" }\n yellow_04: { hex: \"#C07907\", role: accent, pantone: \"7550C\" }\n brown_01: { hex: \"#FEF3EF\", role: accent, pantone: \"9244C\" }\n brown_02: { hex: \"#E6C9B6\", role: accent, pantone: \"2309C\" }\n brown_03: { hex: \"#C28C6B\", role: accent, pantone: \"7515C\" }\n brown_04: { hex: \"#5E392E\", role: accent, pantone: \"4695C\" }\n blue_01: { hex: \"#EAF6FD\", role: accent, pantone: \"9400C\" }\n blue_02: { hex: \"#B9E1FA\", role: accent, pantone: \"9440C\" }\n blue_03: { hex: \"#4E6175\", role: accent, pantone: \"4138C\" }\n blue_04: { hex: \"#1F2933\", role: accent, pantone: \"4280C\" }\n approved_pairs:\n - foreground: off_black_01\n background: off_white_01\n context: \"Default\"\n - foreground: \"black or white typography\"\n background: \"any accent or neutral\"\n context: \"Black or white typography on color or neutral backgrounds; smaller, lighter type needs higher contrast.\"\n accent_rule: \"Use accents sparingly; the '01' row (lightest accents) may serve as illustration backgrounds.\"\n forbidden_pairs: gap\n```\n\n## Typography\n\nLarge headlines are set in SN Litteratur Regular. Subheadings, body copy, captions and buttons are set in ABC Diatype. The warm serif and the clean sans represent \"the two sides of Casa: home life and product intelligence.\"\n\n```yaml\ntypography:\n families:\n display:\n family: \"SN Litteratur\"\n weights: [Regular]\n styles: [\"normal\"]\n fallback: \"Libre Baskerville (last resort only, e.g. Google Slides; it sets larger at the same size)\"\n source: gap\n licensing_status: gap\n status: brand_declared\n body:\n family: \"ABC Diatype\"\n weights: [Regular, Medium]\n styles: [\"normal\"]\n fallback: \"Helvetica Neue (last resort only, e.g. Google Slides; Diatype is narrower with a smaller x-height)\"\n source: gap\n licensing_status: gap\n status: brand_declared\n roles:\n large_headline: { family: \"SN Litteratur Regular\", size: \"80pt\", tracking: \"-2%\", leading: \"100%\", casing: \"sentence case\" }\n subheading_body: { family: \"ABC Diatype Regular\", size: \"24pt\", tracking: \"2%\" }\n body_example: { family: \"ABC Diatype\", size: \"20px\", tracking: \"2%\", leading: \"130%\", casing: \"sentence case\" }\n button: { family: \"ABC Diatype Medium\", size: \"16pt\", tracking: \"2%\" }\n labels_captions: { family: \"ABC Diatype\", alignment: \"left or centered\" }\n scale_sn_litteratur_px:\n - { size: 200, leading: \"90%\", tracking: \"-4%\" }\n - { size: 145, leading: \"90%\", tracking: \"-4%\" }\n - { size: 85, leading: \"95%\", tracking: \"-3%\" }\n - { size: 72, leading: \"95%\", tracking: \"-4%\" }\n - { size: 64, leading: \"95%\", tracking: \"-4%\" }\n - { size: 56, leading: \"100%\", tracking: \"-4%\" }\n - { size: 48, leading: \"100%\", tracking: \"-4%\" }\n - { size: 40, leading: \"100%\", tracking: \"-4%\" }\n - { size: 32, leading: \"100%\", tracking: \"-3%\" }\n - { size: 30, leading: \"100%\", tracking: \"-2%\" }\n - { size: 24, leading: \"110%\", tracking: \"-2%\" }\n - { size: 16, leading: \"110%\", tracking: \"-1%\" }\n - { size: 12, leading: \"120%\", tracking: \"0%\" }\n - { size: 10, leading: \"125%\", tracking: \"1%\" }\n - { size: 8, leading: \"130%\", tracking: \"2%\" }\n scale_abc_diatype_px:\n - { size: 64, leading: \"95%\", tracking: \"-3%\" }\n - { size: 56, leading: \"95%\", tracking: \"-3%\" }\n - { size: 48, leading: \"95%\", tracking: \"-3%\" }\n - { size: 40, leading: \"100%\", tracking: \"-3%\" }\n - { size: 32, leading: \"105%\", tracking: \"-2%\" }\n - { size: 28, leading: \"100%\", tracking: \"-2%\" }\n - { size: 24, leading: \"100%\", tracking: \"-2%\" }\n - { size: 20, leading: \"100%\", tracking: \"-1%\" }\n - { size: 16, leading: \"115%\", tracking: \"0%\" }\n - { size: 12, leading: \"120%\", tracking: \"0%\" }\n - { size: 10, leading: \"120%\", tracking: \"1%\" }\n google_slides_equivalents:\n - { family: \"Libre Baskerville\", size: \"80px\", leading: \"110%\", tracking: \"-4%\" }\n - { family: \"Libre Baskerville\", size: \"86px\", leading: \"105%\", tracking: \"-3%\" }\n - { family: \"Helvetica Neue\", size: \"19px\", leading: \"130%\", tracking: \"4%\", matches: \"ABC Diatype 20px / 130% / 2%\" }\n rules:\n - \"Tracking and leading tighten as size increases and loosen as size decreases.\"\n - \"Adjust the rag to avoid ascender/descender collisions; increase leading if needed.\"\n - \"Create hierarchy with color, size and spacing; not with weight changes, underlines or all caps.\"\n - \"Never: add effects, rotate type, mix type styles, use other alternative fonts, use all caps.\"\n```\n\n## Iconography and illustration\n\n```yaml\niconography:\n grid: \"10 x 10\"\n corners: \"Rounded corners with subtler inner corners\"\n proportions: [\"square\", \"narrow\", \"wide\"]\n usage: \"Functional and informative, in product and quieter marketing moments; consistent size and stroke weight; never very large or expressive.\"\nillustration:\n technical_spot: \"Thin, technical linework with an off-white, neutral or light fill and subtle shading; placed on off-white or '01' accent backgrounds.\"\n emotive: \"Inspired by art in the home: expressive brushstrokes, a sense of movement, the Casa accent palette, warm and neutral-leaning colors. Abstract (used as backgrounds) or depictive (used for storytelling and product easter eggs).\"\n forbidden: [\"generic illustrations without visible brushstrokes\", \"very busy backgrounds behind text\", \"overly abstract forms\", \"linework within emotive illustrations\", \"overly graphic or overly saturated treatments\"]\n```\n\n## Imagery\n\n```yaml\nimagery:\n photographic_style: |\n Aspirational yet attainable snaps of everyday life at home: family interactions and\n candid moments that show a well-run home. Lighting is natural, bright and warm, using\n sunlight and ambient home light without harsh shadows. Color is bright and lively with\n contrast between materials (neutral walls, warm wood). Cast real people in their real\n homes across ages, life stages and relationship types. Homes show signs of life, such as\n cooking ephemera, children's books and crayons. Use immersive, imperfect, handheld\n angles. Vendor imagery shows real vendors at work in warm portraits. Video should feel\n like \"a homemade family film.\"\n content_buckets: [\"People at Home\", \"Interiors\", \"Vendors\", \"Video\"]\n forbidden_treatments:\n - \"staged poses, exaggerated smiles or actors\"\n - \"people holding phones or working at desktops\"\n - \"cold, sterile, unrealistically tidy or show-home interiors\"\n - \"overly minimal 'Scandinavian' homes\"\n - \"real-estate or surveillance-like angles\"\n - \"flat, dramatic or artificial lighting\"\n - \"washed-out, one-note tones\"\n - \"straight clutter or mess as a stand-in for authenticity\"\n - \"tools spotlighted as props; stock 'candid' images\"\n```\n", "signature": "Gn+/0/2xQN+xBu4b1JLic39O96vZu+C9v4wvfgP3+DjCJWO09hAUeQ/Bxz6QH1EQW3Cj6mTEFgzKFtB3MmEYBA==", "sha256": "cf74c14710167925526d8591101b613d88ce891c024e7ef235cccf52a8312a3b", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/visual", "json_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/visual/data.json", "source_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/source/visual.md", "canonical_source_url": "https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/visual.md" }, { "path": "/.well-known/brand/voice.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: voice\nparent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand.md\nlast_updated: 2026-11-13\n---\n\n# Voice\n\nCasa 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.\n\n## Personality\n\nSix contrasts define the voice:\n\n- **Functional, not technical.** Say what it does for the homeowner, not how the system works.\n- **Responsive, not surveilling.** Casa reacts to what the home and the homeowner need. It does not talk about watching or monitoring them.\n- **Assure, never convince.** State what Casa will do. Do not sell, pressure or argue.\n- **Joyous, not overly enthusiastic.** Warm and optimistic without exclamation-driven hype.\n- **Inspire joy, not motivational.** Point to the payoff of time at home, not self-improvement slogans.\n- **Human experts, not techy magicians.** Credit real people and real expertise, not AI or \"magic.\"\n\n## Tone principles (from the brand directives)\n\n- **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.\n- **Simplify to Show Intelligence.** Show intelligence by translating complexity into plain statements. Turn information into digestible insights and actions into practical, easy steps.\n- **Rekindle Warm, Human Joy.** Write naturally, in a way that \"emulates a sigh of relief and feels lived-in.\" Easy, familiar, down-to-earth.\n\n## Register\n\nCasual-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.\n\n## Brand modes\n\nCasa writes in two modes on one spectrum:\n\n- **Assuring Service Partner:** functional value. Example line: \"Home, taken care of.\"\n- **Celebrating Emotional Storytelling:** emotional payoff. Example line: \"It's good to be home.\"\n\n\"Right at home.\" sits between the two.\n\n## Vocabulary\n\nEach 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.\n\n```yaml\nprefer:\n - word: \"we\"\n tier: core\n rationale: \"We speak in 'we' because we take on your home challenges as our own to solve.\"\n - word: \"taken care of\"\n tier: core\n rationale: \"Primary brand line and website H1 ('Your home, taken care of.' / 'Home, taken care of.').\"\n - word: \"home (rather than house or property)\"\n tier: default\n rationale: \"Brand lines and descriptive language consistently use 'home'; property is used only in legal and tax contexts.\"\n - word: \"homeowner\"\n tier: default\n - word: \"upkeep\"\n tier: default\n - word: \"on autopilot / Autopilot\"\n tier: contextual\n context: \"Product name for recurring task plans; also used descriptively for the hands-off outcome.\"\n - word: \"less to manage\"\n tier: default\n - word: \"Welcome home.\"\n tier: contextual\n context: \"Onboarding and welcome moments (email, About page).\"\n - word: \"No kickbacks. No markup.\"\n tier: default\n rationale: \"Recurring proof of aligned incentives on the website.\"\navoid:\n - word: \"magic / magical / like magic\"\n tier: default\n rationale: \"We are human experts, not techy magicians.\"\n - word: \"monitor / watch / track you\"\n tier: default\n rationale: \"Responsive, not surveilling. Package and usage tracking describe the thing tracked, never the person.\"\n - word: \"This is going to change your life.\"\n tier: default\n rationale: \"Off-brand overpromise.\"\n - word: \"Hang tight, we'll take care of everything.\"\n tier: default\n rationale: \"Off-brand: redundant and overpromising.\"\n - word: \"sacred\"\n tier: default\n rationale: \"Heartfelt, impassioned overreach ('Life at home is sacred...').\"\n```\n\n## Punctuation and formatting rules\n\n```yaml\noxford_comma: no\nheadline_periods: yes\nexclamation_points: sparingly\nem_dashes: sparingly\nsentence_case_headlines: yes\ncapitalization_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'.\"\n```\n\n## Channel modulation\n\nThe examples below are Casa copy.\n\n```yaml\ncontexts:\n social:\n tone: \"Light, confident, a little wry; shows a finished task or a moment of home life.\"\n register: \"casual\"\n example: \"Garbage disposal replacement? Already done.\"\n email:\n tone: \"Warm welcome; descriptive language at the 20-word length.\"\n register: \"casual to neutral\"\n example: \"Welcome home.\"\n product_pages:\n tone: \"Plain promise first, then what Casa handles.\"\n register: \"neutral\"\n example: \"We tackle your to-do list, learn your home, and stay ahead of upkeep—so you don't have to.\"\n support:\n tone: \"Calm, specific, reassuring; states the next step and that help is available.\"\n register: \"casual to neutral\"\n example: \"Your handyman is arriving soon. We're here if you need additional support.\"\n advertising:\n tone: \"Short brand line from either mode.\"\n register: \"casual\"\n example: \"Think less about the small tasks. Try Casa today.\"\n product_ui:\n tone: \"Status-first, brief, no jargon.\"\n register: \"neutral\"\n example: \"Your home is running smoothly. We'll let you know what we're taking care of next.\"\n```\n\n## Descriptive language\n\n- **10 words:** \"Casa makes home a better place to be.\"\n- **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.\"\n- **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.\"\n\n## Copy examples\n\nOn-brand and off-brand pairs:\n\n| On-brand | Off-brand |\n|----------|-----------|\n| 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. |\n| 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. |\n| 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. |\n| Think less about the small tasks. Switch to Autopilot today. | Your home spend is increasing. |\n| 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. |\n| Your home is where your life is. Let us help you take care of it. | Dwell in joy. |\n\nDo: 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.\nDon'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.\n", "signature": "Xe4v2XwYwunOmSFDf3OjRb4Fpkpyzxtgb1IKEgOva5k0BxkaQyYzdPJHkuY96ApnI300T4jPFk0Wl2kQFpOYCg==", "sha256": "d30cfb1efe6a96c735ef955094d192245a8694c027a001df80052fed543ffde0", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/voice", "json_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/voice/data.json", "source_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/source/voice.md", "canonical_source_url": "https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/voice.md" }, { "path": "/.well-known/brand/voice/anti-ai.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: anti_ai\nparent: https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/voice.md\nlast_updated: 2026-11-13\n---\n\n# Anti-AI Voice\n\n```yaml\ncommunity_reference:\n - url: \"https://en.wikipedia.org/wiki/Wikipedia:Signs_of_AI_writing\"\n rationale: \"Community-maintained catalogue of common machine-writing patterns (puffery, inflated significance, formulaic structure).\"\n\nbrand_additions:\n - type: phrase\n pattern: \"Magic, magical, effortless AI that does it all for you\"\n rationale: \"Casa's voice is 'human experts, not techy magicians'; credit the team and the result, not the technology.\"\n example: \"Our AI magically takes care of your home.\"\n - type: pattern\n pattern: \"Inflated life-changing promises\"\n rationale: \"Casa does not overpromise.\"\n example: \"We found a better price. This is going to change your life.\"\n - type: pattern\n pattern: \"Lofty, poetic or impassioned statements about the meaning of home\"\n rationale: \"Casa's warmth is plain and lived-in, never whimsical or impassioned.\"\n example: \"Life at home is sacred. Every moment that happens there can transform our entire being.\"\n - type: structure\n pattern: \"Redundant reassurance stacked after a promise\"\n rationale: \"Do not overcompensate with redundancy.\"\n example: \"We'll handle the negotiation. Hang tight, we'll take care of everything.\"\n - type: pattern\n pattern: \"Process jargon instead of the homeowner benefit\"\n rationale: \"Functional, not technical; do not speak to features apart from their value.\"\n example: \"We'll implement a home scan, automatically input in your app.\"\n - type: pattern\n pattern: \"Bare alerts that state a problem with no next step\"\n rationale: \"Casa reframes problems as solutions and tells the homeowner what happens next.\"\n example: \"Your home spend is increasing.\"\n - type: phrase\n pattern: \"Motivational slogans and exclamation-heavy hype\"\n rationale: \"'Joyous, not overly-enthusiastic' and 'We inspire joy, we are not motivational.'\"\n example: \"Crush your home to-do list today!!\"\n```\n\nThe last example is illustrative. All other examples are Casa's own off-brand cases.\n", "signature": "Uj4uM7Fd1wcCbKZNPHF+qllYsFK2OBpqfl9w0miTlRIJdZhSF6OZMaqw8pQc4SgQL6OyUtsryZmQ15e0TxJEDA==", "sha256": "dd34917a17ea31d42cb00e6fe82ade4b85f634ed3d3d3a4460919a7adbefefd3", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/voice/anti-ai", "json_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/files/voice/anti-ai/data.json", "source_url": "https://registry.encodedbrands.ai/brands/casa-15e6d414/source/voice/anti-ai.md", "canonical_source_url": "https://registry.encodedbrands.ai/casa-15e6d414/.well-known/brand/voice/anti-ai.md" } ] }