- **Brand voice (all user-facing copy)**: every string a user reads — UI labels, buttons, empty states, prompts, nudges, error messages, modals, AND the "What's New" notes (`data/whatsnew.json`) — uses a **playful, deadpan, second-degree voice, Discord-style** (witty, self-aware, talks to you like a mate) — **NOT** Burger-King-style (no aggressive/provocative/troll edge). Lead with the **user benefit** in plain words; **no technical jargon** (avoid "modal", "toggle", "side panel", "header", class names, "TestFlight"…); **never describe what doesn't exist** or our process ("no emoji", "we removed X", "fixed bug Y"). Keep the tone natural in **every locale**. The CHANGELOG stays factual; this voice is for in-app copy + What's New. *(Same rule applies to the mobile app — see its CLAUDE.md.)*
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