diff --git a/Dockerfiles/debianx.Dockerfile b/Dockerfiles/debianx.Dockerfile
index 874cf7a92049c..43f772d78e07f 100644
--- a/Dockerfiles/debianx.Dockerfile
+++ b/Dockerfiles/debianx.Dockerfile
@@ -24,7 +24,7 @@ ARG PIP_INSTALL_PERF
 LABEL org.opencontainers.image.vendor="Jina AI Limited" \
       org.opencontainers.image.licenses="Apache 2.0" \
       org.opencontainers.image.title="Jina" \
-      org.opencontainers.image.description="Cloud-native neural search framework for any kind of data" \
+      org.opencontainers.image.description="The Framework for Building Cross-Modal and Multi-Modal Applications on the Cloud" \
       org.opencontainers.image.authors="hello@jina.ai" \
       org.opencontainers.image.url="https://github.com/jina-ai/jina" \
       org.opencontainers.image.documentation="https://docs.jina.ai"
diff --git a/README.md b/README.md
index 1dc0b4d07bc3d..a702a139f9d8e 100644
--- a/README.md
+++ b/README.md
@@ -1,11 +1,11 @@
 <p align="center">
 <br><br><br>
-<a href="https://docs.jina.ai"><img src="https://github.com/jina-ai/jina/blob/master/docs/_static/logo-light.svg?raw=true" alt="Jina logo: Jina is a cloud-native neural search framework" width="150px"></a>
+<a href="https://docs.jina.ai"><img src="https://github.com/jina-ai/jina/blob/master/docs/_static/logo-light.svg?raw=true" alt="Jina logo: The Framework for Building Cross-Modal and Multi-Modal Applications on the Cloud" width="150px"></a>
 <br><br><br>
 </p>
 
 <p align="center">
-<b>Cloud-Native Neural Search<sup><a href="https://docs.jina.ai/get-started/neural-search/">?</a></sup> Framework for <i>Any</i> Kind of Data</b>
+<b>The Framework for Building Cross-Modal and Multi-Modal Applications on the Cloud</b>
 </p>
 
 
@@ -13,40 +13,42 @@
 <a href="https://github.com/jina-ai/jina/actions/workflows/cd.yml"><img alt="Github CD status" src="https://github.com/jina-ai/jina/actions/workflows/cd.yml/badge.svg"></a>
 <a href="https://pypi.org/project/jina/"><img alt="PyPI" src="https://img.shields.io/pypi/v/jina?label=PyPI&logo=pypi&logoColor=white&style=flat-square"></a>
 <a href="https://codecov.io/gh/jina-ai/jina"><img alt="Codecov branch" src="https://img.shields.io/codecov/c/github/jina-ai/jina/master?logo=Codecov&logoColor=white&style=flat-square"></a>
-<a href="https://slack.jina.ai"><img src="https://img.shields.io/badge/Slack-2.8k-blueviolet?logo=slack&amp;logoColor=white&style=flat-square"></a>
+<a href="https://slack.jina.ai"><img src="https://img.shields.io/badge/Slack-3.0k-blueviolet?logo=slack&amp;logoColor=white&style=flat-square"></a>
 </p>
 
 <!-- start jina-description -->
 
-Jina is a neural search framework that empowers anyone to build SOTA and scalable neural search applications in minutes.
+Jina is a framework that empowers anyone to build cross-modal and multi-modal applications on the cloud. It uplifts a local PoC into a production-ready service in just minutes. Jina simplifies the advanced solution engineering and cloud-native technologies, making them accessible to every developer. Specially, applications built with Jina enjoy the following features out-of-the-box:
 
-⏱️ **Save time** - *The* design pattern of neural search systems. Quickly build solutions for indexing, querying, understanding multi-/cross-modal data such as video, image, text, audio, source code, PDF. Get it up and running right now using [Jina NOW](https://github.com/jina-ai/now)
-
-🌩️ **Local & cloud friendly** - Distributed architecture, scalable & cloud-native from day one. Same developer experience on local, [Docker Compose](https://docs.jina.ai/how-to/docker-compose/), [Kubernetes](https://docs.jina.ai/how-to/kubernetes/).
-
-🚀 **Serve, scale & share** - Serve a local project with HTTP, WebSockets or gRPC endpoints in just minutes. Scale your neural search applications to meet your availability and throughput requirements. Share and reuse building blocks from [Hub](https://hub.jina.ai).
-
-🍱 **Own your stack** - Keep end-to-end stack ownership of your solution. Avoid integration pitfalls you get with fragmented, multi-vendor, generic legacy tools. Enjoy the integration with the neural search ecosystem including [DocArray](https://docarray.jina.ai), [Hub](https://hub.jina.ai) and [Finetuner](https://finetuner.jina.ai).
+- 🌌 Versatile on all modalities and data types, such as text, image, audio, video, 3D mesh, PDF.
+- 🧠 Support all mainstream deep learning frameworks. 
+- 🛣️ Intuitive design pattern for building high-performant microservices.
+- 🆙 Scaling at ease: set replicas, sharding via one parameter. 
+- 📡 Universal gateway that supports gRPC, Websockets, HTTP, GraphQL protocols with TLS.
+- 🔁 Duplex streaming between client and server.
+- ⚡ Async and non-blocking data processing over dynamic flows.
+- 🐳 Seamless Docker integration: sharing, exploring, sandboxing, versioning and dependency control via [Jina Hub](https://hub.jina.ai).
+- ⎈ Fast deployment to Kubernetes, Docker Compose and Jina Cloud.
+- 👁️ Full observability via Prometheus and Grafana.
 
 <!-- end jina-description -->
 
+## [Documentation](https://docs.jina.ai)
+
 ## Install 
 
 ```bash
 pip install jina
+jina -v
 ```
 
-For Jina 2.x users, please uninstall it via `pip uninstall jina` before installing Jina 3. Please also read [the 2 to 3 migration guide](https://docs.jina.ai/get-started/migrate/).
-
-More install options including Conda, Docker, and Windows [can be found here](https://docs.jina.ai/get-started/install/).
+More install [can be found in the docs](https://docs.jina.ai/get-started/install/).
 
-## [Documentation](https://docs.jina.ai)
 
 ## Get Started
 
 
 
-We promise you can build a **scalable** ResNet-powered image search **service** in 20 minutes or less, **from scratch to Kubernetes**. If not, you can forget about Jina.
 
 ### Basic Concepts
 
diff --git a/cli/export.py b/cli/export.py
index af29fd928a9c7..74c921a2ad2bf 100644
--- a/cli/export.py
+++ b/cli/export.py
@@ -18,7 +18,7 @@ def api_to_dict(show_all_args: bool = False):
 
     all_d = {
         'name': 'Jina',
-        'description': 'Cloud-native neural search framework for any kind of data',
+        'description': 'The Framework for Building Cross-Modal and Multi-Modal Applications on the Cloud',
         'license': 'Apache 2.0',
         'vendor': 'Jina AI Limited',
         'source': 'https://github.com/jina-ai/jina/tree/'
@@ -55,9 +55,10 @@ def get_p(p, parent_d):
 
 
 def _export_parser_args(parser_fn, type_as_str: bool = False, **kwargs):
-    from jina.enums import BetterEnum
     from argparse import _StoreAction, _StoreTrueAction
-    from jina.parsers.helper import KVAppendAction, _SHOW_ALL_ARGS
+
+    from jina.enums import BetterEnum
+    from jina.parsers.helper import _SHOW_ALL_ARGS, KVAppendAction
 
     port_attr = ('help', 'choices', 'default', 'required', 'option_strings', 'dest')
     parser = parser_fn(**kwargs)
diff --git a/conda/meta.yaml b/conda/meta.yaml
index 268db99f7dd0f..b024e87e28ad6 100644
--- a/conda/meta.yaml
+++ b/conda/meta.yaml
@@ -121,7 +121,7 @@ about:
   license: Apache-2.0
   license_family: Apache
   license_file: LICENSE
-  summary: Jina is the cloud-native neural search framework for any kind of data
+  summary: The Framework for Building Cross-Modal and Multi-Modal Applications on the Cloud
   doc_url: https://docs.jina.ai
 
 extra:
diff --git a/docs/_templates/page.html b/docs/_templates/page.html
index 6dc0bbf620e66..074a8807e9c16 100644
--- a/docs/_templates/page.html
+++ b/docs/_templates/page.html
@@ -190,7 +190,7 @@
     </div>
     <qa-bot
         title="Jina Bot"
-        description="The cloud-native neural search framework"
+        description="The Framework for Building Cross-Modal and Multi-Modal Applications on the Cloud"
     >
         <template>
             <dl>
diff --git a/docs/conf.py b/docs/conf.py
index 26236e94468ee..d770fdd2a8e49 100644
--- a/docs/conf.py
+++ b/docs/conf.py
@@ -171,8 +171,8 @@
     '<meta name="twitter:card" content="summary_large_image">',
     '<meta name="twitter:site" content="@JinaAI_">',
     '<meta name="twitter:creator" content="@JinaAI_">',
-    '<meta name="description" content="Jina is the cloud-native neural search solution powered by the state-of-the-art AI and deep learning">',
-    '<meta property="og:description" content="Jina is the cloud-native neural search solution powered by the state-of-the-art AI and deep learning">',
+    '<meta name="description" content="The Framework for Building Cross-Modal and Multi-Modal Applications on the Cloud">',
+    '<meta property="og:description" content="The Framework for Building Cross-Modal and Multi-Modal Applications on the Cloud">',
     '''
     <!-- Global site tag (gtag.js) - Google Analytics -->
 <script async src="https://www.googletagmanager.com/gtag/js?id=G-48ZDWC8GT6"></script>
@@ -203,8 +203,8 @@ def configure_qa_bot_ui(app):
 
 def setup(app):
     from sphinx.domains.python import PyField
-    from sphinx.util.docfields import Field
     from sphinx.locale import _
+    from sphinx.util.docfields import Field
 
     app.add_object_type(
         'confval',
diff --git a/scripts/create-conda-recipe.py b/scripts/create-conda-recipe.py
index 9a9b683213d82..3880b66b1eebe 100644
--- a/scripts/create-conda-recipe.py
+++ b/scripts/create-conda-recipe.py
@@ -166,7 +166,7 @@ def increase_indent(self, flow=False, *args, **kwargs):
         'license': 'Apache-2.0',
         'license_family': 'Apache',
         'license_file': 'LICENSE',
-        'summary': 'Jina is the cloud-native neural search framework for any kind of data',
+        'summary': 'The Framework for Building Cross-Modal and Multi-Modal Applications on the Cloud',
         'doc_url': 'https://docs.jina.ai',
     },
     'extra': {
diff --git a/scripts/get-all-test-paths.sh b/scripts/get-all-test-paths.sh
index d4893317c5d12..c655aba8369ad 100755
--- a/scripts/get-all-test-paths.sh
+++ b/scripts/get-all-test-paths.sh
@@ -1,15 +1,17 @@
 #!/usr/bin/env bash
-
 set -ex
+if [[ $1 == "windows" ]]; then
+    declare -a array2=( $(ls -d tests/{unit}/*/ | grep -v '__pycache__'| grep -v 'unit/serve' | grep -v 'unit/orchestrate'))
+    declare -a array3=( $(ls -d tests/{unit}/orchestrate/*/ | grep -v '__pycache__'))
+    declare -a array4=( $(ls -d tests/{unit}/serve/*/ | grep -v '__pycache__'))
+    dest1=( "${array2[@]}" "${array3[@]}" "${array4[@]}" )
+    printf '%s\n' "${dest1[@]}" | jq -R . | jq -cs .
+else
+    declare -a array1=( "tests/unit/*.py" "tests/integration/*.py")
+    declare -a array2=( $(ls -d tests/{unit,integration}/*/ | grep -v '__pycache__' | grep -v 'unit/serve' | grep -v 'unit/orchestrate'))
+    declare -a array3=( $(ls -d tests/unit/orchestrate/*/ | grep -v '__pycache__'))
+    declare -a array4=( $(ls -d tests/unit/serve/*/ | grep -v '__pycache__'))
+    dest=( "${array1[@]}" "${array2[@]}" "${array3[@]}" "${array4[@]}" )
 
-BATCH_SIZE=5
-#declare -a array1=( "tests/unit/test_*.py" )
-#declare -a array2=( $(ls -d tests/unit/*/ | grep -v '__pycache__' | grep -v 'array') )
-#declare -a array3=( "tests/unit/array/*.py" )
-declare -a mixins=( $(find tests -name "test_*.py") )
-declare -a array4=( "$(echo "${mixins[@]}" | xargs -n$BATCH_SIZE)" )
-# array5 is currently empty because in the array/ directory, mixins is the only directory
-# but add the following in case new directories are created in array/
-dest=( "${array1[@]}" "${array2[@]}" "${array3[@]}" "${array4[@]}" "${array5[@]}" )
-
-printf '%s\n' "${dest[@]}" | jq -R . | jq -cs .
+    printf '%s\n' "${dest[@]}" | jq -R . | jq -cs .
+fi
\ No newline at end of file
diff --git a/setup.py b/setup.py
index 82c39d1ead9b8..d6b519a1ebc48 100644
--- a/setup.py
+++ b/setup.py
@@ -145,7 +145,7 @@ def get_extra_requires(path, add_all=True):
     packages=find_packages(),
     version=__version__,
     include_package_data=True,
-    description='Jina is the cloud-native neural search framework for any kind of data',
+    description='The Framework for Building Cross-Modal and Multi-Modal Applications on the Cloud',
     author='Jina AI',
     author_email='hello@jina.ai',
     license='Apache 2.0',
@@ -195,6 +195,6 @@ def get_extra_requires(path, add_all=True):
         'Source': 'https://github.com/jina-ai/jina/',
         'Tracker': 'https://github.com/jina-ai/jina/issues',
     },
-    keywords='jina cloud-native neural-search query search index elastic neural-network encoding '
-    'embedding serving docker container image video audio deep-learning',
+    keywords='jina cloud-native cross-modal multi-modal neural-search query search index elastic neural-network encoding '
+    'embedding serving docker container image video audio deep-learning ',
 )