Solentrex · April to July 2026
The brand kit and the content system
An AI tool writes generic copy until you tell it who it is writing as. So I wrote that down first, in a plain file the tools read before they write a word.
What it was
Ask any AI tool to write something for a company and you get copy that is competent and anonymous. It does not know the colors, it does not know the words the company refuses to use, and it does not know who the reader is. Everything it produces has to be rewritten, which costs more than writing it yourself. The tool is not the problem. Nobody told it who it works for.
What I did
I wrote the company brand kit in April 2026 as a plain text file, not a slide deck for designers. It is written to be followed by a machine and read by a person.
- Color with roles. One blue for everything interactive, one dark for headings, one orange used sparingly as a single accent moment.
- Image style, including what is banned. Editorial photographic realism, daylight, real objects, generous space. No glowing holograms, no neon, no posed stock photo people, no cartoon suns.
- Voice. Short declarative sentences. Concrete numbers and real workflows instead of adjectives. Speak to the reader directly.
- An always list and a never list. Always back a claim with a number or a step. Never use hype words or corporate jargon, never invent a statistic, a quote, or a customer story, and never name the data vendors behind the product in public copy.
In July I added the content layer for the AI writing tools. I built it from a sweep of five internal sources: the brand kit, the business and strategy files, the live site copy, the approved copy decisions, and the writing conventions. Then I ran an adversarial review over the result, checking every claim against something we could point to. Only the claims that survived that pass are allowed in generated content, and any number that was not settled was banned outright rather than guessed at. The file also names the audience, which is installers, sales teams, and finance partners, never homeowners.
The same month, the words for the new website were written in house rather than generated. I took that copy as the source of truth, kept a verbatim record of it, and fed it through the AI build pipeline that produced the pages. The relaunch went live in one week, with new hosting, DNS, certificates, and analytics on all eleven pages.
What it produced
Since April, the brand kit has been the first file any AI content tool reads. Generated drafts come back in the company's voice and inside its rules, so the editing pass is about substance rather than tone. The banned list is the part that earns its keep: a tool that cannot invent a statistic or name a vendor cannot quietly publish either one.
It is also portable. This site has the same artifact in the same shape, a design and voice file every session that built these pages read first. You can read it at the brand kit page. That file is the first thing I would write for a company rolling out AI tools, before choosing a single tool, because it is the difference between output you use and output you rewrite.