# CLAIR — Brand Consistency Checklist
**Version:** 1.0 | **Date:** March 2026 | **Status:** Active
**Use:** Run this checklist on every piece of marketing content, campaign asset, social post, email, landing page, or presentation before publication.
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## How to Use
Review each item below before publishing any CLAIR-branded content. Every item must pass. If any item fails, correct before publishing. No exceptions during launch week.
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## 1. Domain & URL
- [ ] Domain is `askclair.io` (never `clair.app`, `clair.com`, `clairdating.com`, or any variant)
- [ ] All links point to `askclair.io` or `askclair.io/invite/{code}`
- [ ] No broken links — every URL tested and resolving
- [ ] UTM parameters present on all trackable links (see UTM Naming Convention doc)
## 2. Terminology
- [ ] Product called "CLAIR" (all caps) — never "Clair," "clair," or "C.L.A.I.R."
- [ ] Program called "Early Access" — never "beta," "beta test," "beta program," or "trial"
- [ ] Users called "Early Access members" — never "beta testers," "beta users," or "test users"
- [ ] Product described as "dating intelligence companion" — never "dating app," "surveillance tool," or "background check service"
- [ ] Output called "dossier" — never "report," "background check," or "profile scan"
- [ ] Tagline is "Dating, Decoded." (with period) — never "Dating Decoded" without period or comma
## 3. Positioning & Tone
- [ ] Intelligence-first framing (leads with intelligence, not dating)
- [ ] Companion positioning (CLAIR enhances dating apps, never replaces them)
- [ ] No adversarial language ("own the game," "weapon," "unfair advantage," "refuses to lose," "outsmart")
- [ ] No surveillance language ("spy," "stalk," "investigate," "target," "track," "expose," "catch")
- [ ] Safety framed as empowerment ("informed," "empowered," "protected") not fear ("dangerous," "scary," "victims")
- [ ] No victim-blaming ("you should have known," "if only they had used CLAIR," "don't be a victim")
- [ ] No gender-adversarial framing (no pitting men vs. women)
- [ ] No classist/elitist framing (never "for people who can afford to date smarter")
## 4. Pricing & Access
- [ ] Price stated as "$99/month" when referenced (never "$99/mo" in formal copy, acceptable in social)
- [ ] Early Access incentive: "50% lifetime discount on any future subscription tier"
- [ ] No free tier mentioned — CLAIR has no free tier, ever
- [ ] Exclusivity language present: "by invitation only," "invitations limited," "batch drops"
- [ ] Invitation mechanics correct: 100 per batch, city-specific, 72-hour expiration
- [ ] Micro-influencer access described as "comped" — never "free trial" or "free version"
## 5. Colors (Canonical Tokens)
- [ ] Primary accent is clinical-blue `#4DDCFF` — NOT `#00D4FF`
- [ ] Background is latte `#E6DACD` (outer) or background-light `#F9F5F1` (inner) — NOT `#F5EFE8`
- [ ] Card surfaces are surface-white `#FFFFFF`
- [ ] Primary text is obsidian-brown `#291E18` — NOT `#1A1A1A`
- [ ] Deepest headings are obsidian-dark `#1a120e`
- [ ] Success/verified states are matcha `#8C9C78` — NOT `#22C55E`
- [ ] Borders and muted accents are cardboard `#C9B6A3`
- [ ] No violet (`#8B5CF6`) or magenta (`#D946EF`) used anywhere
- [ ] Shadows use obsidian-brown tint `rgba(41, 30, 24, ...)` — NOT pure black
## 6. Typography
- [ ] Primary font is **Outfit** (Google Fonts) — NOT Inter (Inter is fallback only)
- [ ] Hero numbers/stats use font-extralight (200) — NOT bold
- [ ] Section headings use font-light (300) — NOT semibold or bold
- [ ] CTA buttons use font-semibold (600)
- [ ] Overall aesthetic is light and airy — bold headlines are incorrect
## 7. Logo Usage
- [ ] Logo files sourced from `marketing-assets/logos/` — never recreated
- [ ] C-mark used at appropriate sizes (not distorted or recolored outside palette)
- [ ] Wordmark "askclair.io" domain rendering: "ask" in white/#FFFFFF, "clair" in latte/#E6DACD, ".io" matches "ask"
- [ ] Adequate clear space around logo (minimum: height of the C-mark on all sides)
## 8. Proof Points
- [ ] Data claim: "127,000+ successful long-term couples" (never round to "100,000" or "130,000")
- [ ] Speed claim: "20 seconds" (never "seconds," "instantly," or "minutes")
- [ ] Fraud statistic: "$1.3 billion lost to romance fraud" (cite FTC if asked)
- [ ] Feature list accurate: identity verification, Big 5 personality analysis, compatibility scoring, red flag detection, social media discovery, personalized conversation starters
## 9. Call to Action
- [ ] Primary CTA: "Request Your Invitation" (not "Sign Up," "Join," or "Try")
- [ ] CTA links to `askclair.io` or `askclair.io/invite/{code}`
- [ ] Social CTAs: "Link in bio" (Instagram/TikTok), direct link (X/LinkedIn/Email)
- [ ] 50% lifetime discount referenced as closer, not opener
## 10. Platform-Specific
### Instagram / TikTok
- [ ] Hashtags include: #CLAIR #DatingDecoded #EarlyAccess #DatingIntelligence
- [ ] Hook in first 2 seconds of video content
- [ ] "Link in bio" as CTA (not a raw URL in caption)
### X / Twitter
- [ ] Under 280 characters per tweet (threads acceptable)
- [ ] No raw URLs in engagement-focused tweets (save links for conversion tweets)
### LinkedIn
- [ ] Professional tone, data-driven framing
- [ ] CTA: "Request Early Access at askclair.io"
### Email
- [ ] Subject lines create intrigue without clickbait
- [ ] Physical address in footer (CAN-SPAM)
- [ ] Unsubscribe link present and functional
- [ ] 72-hour expiration on invitation emails
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## Quick Reference Card
| Element | Correct | Incorrect |
|---------|---------|-----------|
| Domain | askclair.io | clair.app, clair.com |
| Product name | CLAIR | Clair, clair, C.L.A.I.R. |
| Program | Early Access | Beta, beta test |
| Product type | Dating intelligence companion | Dating app |
| Output | Dossier | Report, background check |
| Accent color | #4DDCFF | #00D4FF |
| Background | #E6DACD / #F9F5F1 | #F5EFE8 |
| Text color | #291E18 | #1A1A1A |
| Success color | #8C9C78 | #22C55E |
| Primary font | Outfit | Inter |
| Headline weight | Extralight (200) / Light (300) | Bold (700) |
| CTA | "Request Your Invitation" | "Sign Up," "Join" |
| Price | $99/month | $75/week |
| Tagline | Dating, Decoded. | Dating Decoded |
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*CLAIR — Dating, Decoded. | askclair.io | Early Access 2026*