{
  "$schema": "https://brandspec.org/schema/v0.1.json",
  "version": "0.1",
  "scope": "canonical",
  "identity": {
    "name": "Hide My Screen",
    "tagline": "A privacy overlay for your Mac that even follows your typing",
    "description": "Hide My Screen is a macOS privacy tool that places an overlay across your screen with a keyhole that follows your cursor and caret. It protects your screen from shoulder surfers in public spaces, open offices, and anywhere you need visual privacy.",
    "url": "https://hidemyscreen.app",
    "category": [
      "privacy",
      "productivity",
      "macOS"
    ],
    "founded": "2024",
    "entity": {
      "name": "Blue Speck Ltd",
      "url": "https://bluespeck.co",
      "registration": {
        "country": "GB",
        "id": "PLACEHOLDER_COMPANY_NUMBER"
      }
    }
  },
  "voice": {
    "tone": [
      "calm",
      "confident",
      "understated"
    ],
    "formality": "Casual but professional. Speaks plainly without being overly informal. No slang, but no corporate stiffness either.",
    "personality": "Helpful and direct. Not salesy. Explains what the product does plainly without hype or exaggeration. Treats the user as someone who already understands why privacy matters.",
    "language": {
      "primary": "en-GB",
      "supported": [
        "en"
      ]
    },
    "avoid": [
      "Superlatives and hype ('revolutionary', 'game-changing', 'the best')",
      "Fear-based language about surveillance or being watched",
      "Jargon that obscures what the product actually does",
      "Exclamation marks in product descriptions"
    ],
    "audio": {
      "pace": "Measured and unhurried",
      "pronunciation": {
        "brand_name": "Hide My Screen — three distinct words, equal emphasis"
      },
      "accent_preference": "Neutral. No specific accent required.",
      "music_style": "Minimal, ambient. No upbeat corporate music."
    }
  },
  "visual": {
    "colours": {
      "primary": "#1a1a2e",
      "secondary": "#e94560",
      "background": "#0f0f23",
      "surface": "#16213e",
      "text": "#eaeaea",
      "accent": "#e94560",
      "scheme": "dark-first"
    },
    "typography": {
      "heading": "system-ui",
      "body": "system-ui",
      "mono": "monospace",
      "note": "Uses system fonts deliberately — no custom web fonts."
    },
    "logo": {
      "primary": "https://hidemyscreen.app/logo.svg",
      "mark": "https://hidemyscreen.app/icon.svg",
      "favicon": "https://hidemyscreen.app/favicon.png"
    },
    "spacing": {
      "philosophy": "Generous whitespace. Content doesn't feel cramped.",
      "base_unit": "8px"
    },
    "dark_mode": {
      "preferred": true,
      "note": "Dark is the default and primary presentation. Light mode exists but dark better represents the product's visual identity."
    }
  },
  "values": [
    {
      "name": "Privacy as default",
      "description": "Privacy isn't a feature to be toggled on. It's the starting point."
    },
    {
      "name": "Simplicity",
      "description": "One clear purpose, done well. No feature creep, no bloat."
    },
    {
      "name": "Transparency",
      "description": "No tracking, no analytics, no data collection. The product does what it says and nothing else."
    },
    {
      "name": "User ownership",
      "description": "You buy it, you own it. No subscriptions, no accounts, no cloud dependency."
    }
  ],
  "boundaries": {
    "presentation": [
      "Do not present Hide My Screen as a security tool — it is a visual privacy tool",
      "Do not imply the product prevents screen recording or screenshots",
      "Do not present pricing without mentioning that a free browser extension and free App Store version exist",
      "Always distinguish between the three tiers (browser extension, App Store, Full) when comparing features"
    ],
    "context": [
      "Do not present alongside surveillance or monitoring software",
      "Do not associate with tools designed to hide activity from employers in a deceptive context"
    ],
    "competitive": [
      "No objection to appearing in product comparisons, provided feature claims are accurate",
      "Do not fabricate or assume features not listed on the product website"
    ],
    "legal": [
      "Product claims must be verifiable from hidemyscreen.app",
      "Do not state or imply endorsement by Apple"
    ]
  }
}