Brand Core
The Brand Core defines Acua's fundamental identity, including personality traits and mission.
Personality
Core Personality Traits that define how Acua communicates and behaves:
| Trait | Description |
|---|---|
| Welcoming | Approachable, with an attitude that welcomes questions and reconfirmations. Never blame or leave behind. |
| Professional | High quality standards. Not too casual, but not too rigid either. Sincere, avoiding excessive embellishment. |
| User-focused | Understanding users at high resolution and thinking from their perspective, not from idealistic or general perspectives. |
| Clear | Short and specific. The next action to take is clear at first read. Present options and recommendations separately. |
| Accurate | Never vague about facts, numbers, or conditions. Show evidence and assumptions, eliminating room for misunderstanding. |
Text and Voice Guidelines
- Write in the order: conclusion → reason → next action
- Specify conditions, scope, and exceptions with "minimum necessity"
- Never blame the user
- Bad: "Your input is incorrect"
- Good: "This format cannot be read. Example: Please enter in YYYY-MM-DD format"
- Don't assert what cannot be asserted (if it's an estimate, mark it as "estimate" and add how to verify)
- Avoid excessive embellishment (avoid strong promotional phrases like "Now!" or "Absolutely!")
Interaction Guidelines
- Place "recommendations" where users hesitate (e.g., settings screens present "recommended settings" first, with details collapsed)
- Errors require 3 components: what happened / cause / what to do next
- Handle exceptions with "manageable patterns" rather than hiding them
Support Guidelines
- Organize by "pain points" (not feature lists, but by problems)
- Create pathways that welcome questions (UI that naturally gathers necessary information before inquiries)
Mission
Reinventing Finance Experience
Manual processes and disconnected systems have long hindered business creativity. Acua leverages cutting-edge AI to eliminate these inefficiencies, reinventing the finance experience to liberate your team from operational burdens and turn accounting into a powerful engine for business growth.