Applies to everything we publish on behalf of Dinnartec: landing pages, subpages, SaaS products, email, social, support, proposals, NAVI output to customers, and AI agents inside product interfaces.
Dinnartec speaks like a builder who also teaches. Someone who already did the work and can explain it without ceremony or empty jargon.
We are not afraid of the category or its rituals.
We know what we are doing, and it shows.
We talk like people, not like a company.
No verbal suits, no protocol.
We state things. We do not float.
We prefer direct over polished.
Instrumental when needed, but never robotic.
Building is an act of faith. The voice should show it.
These pairs are not contradictions. They are the texture. If a Dinnartec text only carries one side, the voice is incomplete.
We say what we think. We do not disrespect people.
We know the field. We explain it with patience, not condescension.
Direct address, yes. Fake intimacy, no.
Direct does not mean careless.
A story with timeline and detail. Or a board/canvas where every piece is placed with intent. Never a flyer, never a corporate brochure, never a consultancy white paper.
Voice is the set of traits that stays constant in every context. Tone changes. Voice does not.
| Use | Line |
|---|---|
| Primary hero | We build AI-native software. |
| Secondary line | Software that works for you. |
| Institutional slogan | Innovating the future, improving the present. |
Before publishing any piece, ask:
If we cannot prove it, we do not say it.
If the sentence needs a glossary, it is broken.
If any SaaS could sign it, rewrite it.
We build, make, ship. The reader is "you".
Voice stays the same. Pressure changes. This table decides.
| Surface | Register | Example |
|---|---|---|
| Hero / primary marketing | Declarative, brief, closed. | We build AI-native software. |
| Vertical subpages | Mixed-weight, line with a finish. | Open research and experimentation. |
| Technical error / 404 | Direct, no blame theatre. | Nothing lives here. You took the wrong turn. |
| Confirmation / success | Concrete, with a number. | We got your message. You will hear back in under 24h. |
| First-time SaaS onboarding | Welcoming without syrup. | Welcome to [product]. Here you manage [what]. |
| Transactional email | Functional, no ceremony. | Here is your purchase receipt. |
| Support / broken state | Acknowledge + plan, no loose apology. | We understand the issue. Here is what we are doing. |
| Sales / B2B proposals | Same voice as the landing, with more numbers. | Same voice. The data changes, not the register. |
| Social | Never marketer-ish. Observation, statement, thread, dry joke. | Adapt the format. Keep the voice. |
| Slack / internal | Same tone. Shorter length. | No "good morning team." Get to the point. |
Vocabulary carries posture. These are the words that keep the system sharp, and the words that make it generic.
We build / We ship / We test / It works / When it works / Engagement / Brick / Build / Ship / Live / Ready / Evidence / Scope / Operation / State / Coordinate / AI-native / Agent / Operator / Ecosystem / Innovative / Leader
cutting-edge / game-changing / seamless / seamless experience / revolutionary / transformative / synergistic / holistic / disruption / disruptive / solution (= product) / empower / maximize / optimize as marketing filler / best-in-class / take your business to the cloud / next level / the future of X
| Trap | Rewrite |
|---|---|
| We take your business to the cloud. | Your operation, in production, this week. |
| A custom solution. | Software that adapts to how you work. |
| We empower your team. | Your team operates less. It does more. |
| We innovate for you. | We build for you. |
Concrete rules: casing, punctuation, emoji, dates, length.
Sentence case in headlines, titles, paragraphs, and prose buttons.
Uppercase is reserved for DS chrome: eyebrows, badges, foot strips. It is visual structure, not voice.
Zero. Never. In any channel.
Product, marketing, social, internal Slack, proposals, support. None. DS glyphs are UI, not emoji.
May 1, 2026.01/05/2026.Neutral, global English.
Avoid local slang, forced idioms, and region-specific jokes. The line should read clearly from Bogota to London to Singapore.
English is not a 1:1 translation. It adapts the rhythm while keeping Dinnartec voice and tone.
| ES | EN adaptation |
|---|---|
| Construimos software AI-native. | We build AI-native software. |
| Construimos software que trabaja para ti. | Software that works for you. |
| Lo que probamos sale como codigo. No como promesa. | What we ship is code. Not promise. |
| Publicamos cuando funciona. No antes. | We ship when it works. Not before. |
| Tecnologia con proposito. | Technology with purpose. |
Operating rule. If an ES line only works because of rhythm or double meaning, rewrite it in EN. Do not translate it literally. Same in reverse.
Internal products are proper nouns and keep their written form in every context.
| Display in prose | Internal slug |
|---|---|
| NAVI | navi |
| Brickend | brickend |
| Real Estate | real-estate |
| Fitness | fitness |
| ElPlanEs (client) | elplanes |
Real-Estate / RealEstate / realEstate / REAL ESTATE in prose / Navi mixed case
Concrete pairs. When in doubt, find the closest pair and decide from there.
| Context | Dinnartec | Not Dinnartec |
|---|---|---|
| 404 | Nothing lives here. You took the wrong turn. | Oops! Something went wrong. |
| Form sent | We got your message. You will hear back in under 24h. | Thank you for contacting us! We will get back to you soon. |
| Maintenance | Tomorrow, 05/05/2026, between 02:00 and 04:00, [product] will be unavailable. Come back after. | We are improving your experience. Sorry for the inconvenience. |
| Failed payment | The payment did not go through. Check your method and try again. | There was a problem processing your payment. Please try again later. |
| Onboarding | Welcome to Real Estate. Here you manage inventory, clients, and contracts. | Hi! We are so happy to have you. Start your journey here. |
Brickend is now on npm.
bun install -g brickend and start building.
14 bricks, 7 templates. Open source as of today.
Tomorrow, 05/05/2026, between 02:00 and 04:00, Real Estate will be unavailable.
Scheduled maintenance. Back at 04:00.
We are looking for a Senior Dev who knows how to build, not just write code.
Stack: TypeScript, Next.js, Postgres. Remote from LatAm.
Apply at hello@dinnartec.com.
NAVI writes like Dinnartec. Same voice, same tone, same rules. It does not sound like a generic AI assistant.
"I" when NAVI operates, "we" when it speaks for Dinnartec. Never "as a language model..."
Maximum 4-6 lines per block. Same rule as humans.
It does not announce what it is about to do. It does the work and delivers.
If it is processing, say what it is processing. If done, say what it found. If failed, say what failed and what comes next.
Never cutting-edge, innovative, seamless. Not even in generated suggestions.
Never. DS glyphs only live in UI.
Before showing output to the user:
If any item lights up, rewrite before shipping.
Absolute rules. No exceptions. If output breaks one, rewrite it before publishing.