Style, grammar, and punctuation

Sentence case for every heading and label. Only the first word and proper nouns are capitalised.

Capitalise product and feature names exactly once and consistently — Flatpay, Flatpay Lab, the Catalog.

Don't capitalise generic terms — dashboard, prototype, payout, manifest. They're nouns, not branded features.

Use the Oxford comma. Always.

One comma per breath. If a sentence has three commas, it probably wants to be two sentences.

Em dash (—) with spaces around it for parenthetical asides — like this — never two hyphens (--).

En dash (–) for ranges: 5–10 prototypes, 9:00–17:00, May–June.

Hyphen (-) only for compound modifiers and prefixed words — non-trivial, build-time, end-of-day.

Curly quotes (“ ”) for prose. Single curly quotes (‘ ’) for nested quotes and apostrophes.

Punctuation inside quotation marks when it belongs to the quoted material — “Saved.” — outside when it belongs to the wrapping sentence.

Use the single character … (U+2026), never three full stops in a row.

Reserve ellipses for in-progress states (Working…) and truncated copy (Read more…).

Almost never. Reserved for the rare moment the brand voice is being genuinely buoyant in marketing copy.

Spell out one through nine. Use numerals for 10 and up.

Use numerals for percentages (3%, 50%), money (€ 1.234,56), dates and times, ratios, and tabular data — regardless of the value.

Don't start a sentence with a numeral. Rewrite or spell it out.

Use a non-breaking space between a number and its unit — 200 ms, 64 kB, € 1.234,56 — so the unit never wraps to the next line.

Parallel structure. If one item starts with a verb, every item starts with a verb.

Sentence case for items. No terminal punctuation when items are fragments.

Use a numbered list when order matters — steps in a process, ranked items. Use a bulleted list when it doesn't.

The product name is "Flatpay" — single word, capital F. The internal lab tool is "Flatpay Lab".

Use "we" when speaking as Flatpay. Use "you" when addressing the user.

Refer to features by their UI label, not their internal codename. The user sees 'Catalog' — the page is called Catalog in copy, regardless of what the route is called.

Use them. They're how people talk. We'll, you'll, it's, doesn't, can't.

Don't string two together — "I'd've" — and don't use the rare ones — "shan't", "mightn't" — that read as performance.

Spell out on first use, with the abbreviation in parens: "ultimate beneficial owner (UBO)". Abbreviation alone for every mention after.

Don't add an apostrophe in plurals: APIs, UBOs, KPIs. Apostrophes are for possession and contractions, not plurals.

Avoid acronyms the user hasn't seen. "Two-factor authentication" beats "2FA" until the surface has already introduced 2FA.