Brand Voice

Brand Voice

How HOF talks. Useful for anyone writing docs, marketing, or in-product copy.

the wordmark

Always lowercase. Always.

• ✅ hooked on facets
• ✅ HOF (acronym is fine in dev contexts)
• ❌ Hooked on Facets
• ❌ HookedOnFacets
• ❌ Hooked On Facets

the tagline

Filtering, finally fun.

Use it. Use it a lot. It's earned its keep.

tone

We are	We are not
Confident	Arrogant
Direct	Curt
Playful	Goofy
Opinionated	Mean
Honest	Performatively humble
Modern	Trendy
Technical	Jargon-drunk

voice rules

1. Talk like a person. Contractions are fine. Sentence fragments are great.
2. Get to the point. Lead with the answer, then explain.
3. Have opinions. "We think X is better because Y" beats "X and Y both have tradeoffs."
4. No corporate hedging. "Some users may find" → "You will."
5. Show, don't tell. A code example beats a paragraph of description.
6. Be funny if it's actually funny. If it's not, just be clear.

what we sound like

hooked on facets is a filter plugin. It's fast, themable, and doesn't smell like 2017. We built it because the existing options are either pricey-and-old or pretty-and-locked. You should try it.

Activate it on staging first. (This is true of every plugin.) HOF is designed to be additive — it doesn't replace WP queries until you tell it to.

Because filters in WordPress are powered by hooks. Because the brand voice is "fun." Because the URL was available. Because we are not naming our plugin Facetastic.

what we don't sound like

• ❌ "We are committed to empowering enterprise commerce teams with cutting-edge facet solutions."
• ❌ "Our innovative platform leverages best-in-class technologies to deliver unparalleled filtering experiences."
• ❌ "Frequently Asked Questions: Q: How might one go about installing the plugin? A: Installation may be accomplished through..."

If you wrote a sentence that could come out of any SaaS company's homepage, delete it.

brand colors and type

For visual identity (colors, type, logo) see BRAND.md in the main repo. Short version:

• Hook purple #534AB7
• Facet coral #D85A30
• Typography: Geist Sans / Geist Mono
• No blue. No shadows. No gradients.