Verbal identity
Naming system
| Thing | Name | Notes |
|---|---|---|
| Company and app | Halcyra | Always one word. Logo lowercase; in text, capital H. |
| The drone | the Wren (plural: Wrens) | Never "unit", "fleet", "UAV". Wrens may carry a small given name on the shell (Pip, Juniper, Moss). |
| The backyard mat | Landing Spot | Two words, both capitalised. |
| Neighborhood hubs | Nests | Where Wrens rest and charge, usually on a partner shop's roof. |
| Partner shops | Halcyra Neighbors | The partner programme name. |
| Subscription | Halcyra Plus | Unlimited free delivery fees. |
| The flight path | the Glide | Also the name of the logo symbol. |
Naming rules: short, natural words; nature and neighborhood, never technology or military; no acronyms; no invented spellings beyond "Halcyra".
Glossary
- On its way: the Wren has left the shop or Nest.
- Nearly there: within 2 minutes.
- Landed: the order is on your Landing Spot (the Wren itself never lands).
- Paused: delivery held for safety (wind, rain, airspace).
- Hand-off: the moment the tether releases.
Grammar and mechanics
- Sentence case for all headings, buttons and labels.
- Numerals for times and weights ("12 minutes", "2.5 kg").
- "About" before every time estimate. Never "instant", "guaranteed" or "seconds away".
- US English. Oxford comma. No exclamation marks in safety or service messages; at most one per marketing piece.
- Contractions are welcome ("we'll", "it's").
- Address the customer as "you"; refer to Halcyra as "we".
- No emoji in service messages. In social, one emoji at most, and only 🌤️ or 🏡.
Inclusive and plain language
- Write at about a grade-7 reading level for service copy.
- Never assume who's at home ("mom", "your husband"); say "someone at home".
- Never make age, ability or tech-skill jokes.
- Describe what people do, not who they are ("people who use screen readers", not "the blind").
Microcopy library
App states
| State | Copy |
|---|---|
| Order placed | "Got it. Maple Street Pharmacy is packing your order." |
| On its way | "On its way. Landing in about 12 minutes." |
| Nearly there | "Nearly there. Look for the Wren over the trees." |
| Landed | "Landed. It's on your Landing Spot." |
| Paused | "Paused for wind. We'll let you know the moment it's calm." |
| Cancelled | "Cancelled. You haven't been charged." |
| Empty order history | "Nothing here yet. Your first delivery is closer than you think." |
| No partner nearby | "We're not in your neighborhood yet. Want a note when we are?" |
| Error | "Something went wrong on our end. Your order is safe; try again in a minute." |
Buttons: "Order", "Track your order", "Call support", "Add a Landing Spot", "Not now".
Push notifications (max 60 characters)
- "On its way from Maple Street Pharmacy."
- "Nearly there. About 2 minutes."
- "Landed. It's on your Landing Spot."
- "Paused for wind. We'll update you soon."
SMS: "Halcyra: Your order from Maple Street Pharmacy landed at 4:12 pm. It's on your Landing Spot. Reply HELP for help."
Email subject lines: "Your order landed", "Welcome to the neighborhood", "Your Landing Spot is on its way", "We're now flying in Ridgeview".
Voice in practice: before and after
| Off-brand | On-brand |
|---|---|
| "Revolutionary autonomous aerial logistics at your fingertips!" | "The small things you need, here in about fifteen minutes." |
| "Your payload has been deployed." | "Landed. It's on your Landing Spot." |
| "Delivery failed due to adverse meteorological conditions." | "Paused for wind. We'll let you know the moment it's calm." |
| "Join the drone revolution 🚀🚀" | "Calm skies, close by." |