# Voice & naming.

> veridive writes plainly, specifically and honestly, like a small senior team talking to a peer. The name is always lowercase and joins the Turkish veri, data, with the English dive; the slogan is Applied AI. Human Momentum. This chapter covers four voice principles, the words we use and avoid, honesty rules, writing in Turkish and English, and a one-line description.

Plain, specific, honest. We write like a small senior team talking to a peer: what we do, for whom and what changes, with nothing we can’t show.

## Four principles

1. **Work first.** Say what the system does, for whom and in which workflow. A sentence that fits any company’s website is a sentence to cut.
2. **People decide.** AI prepares, checks and drafts; people make the decisions that matter. Write it that way.
3. **Evidence over adjectives.** A baseline, an evaluation set, a number labeled illustrative: things a reader can check.
4. **Short and calm.** One idea per sentence. No hype, no urgency, no exclamation marks.

## The name

*Veri* is Turkish for data. *Dive* is what we do with it: go below the surface of how work actually happens, and come back with something useful. The name is one word, always lowercase: at the start of a sentence, in titles, in uppercase labels and in the logo. If a lowercase start reads badly, rephrase the sentence; never capitalize the name. It is pronounced veri-dive, with “dive” as in English.

In Turkish, suffixes follow an apostrophe: veridive’ın, veridive’a, veridive’da, veridive’ı.

Write “veridive helps teams turn one workflow at a time into a system people use.” Never “Veridive”, “VERIDIVE”, “Veri Dive” or “veriDive”.

## The slogan

Applied AI. Human Momentum. Two sentences, a capital M and a full stop after each. In uppercase settings it reads APPLIED AI. HUMAN MOMENTUM. It stays in English on Turkish pages. *Applied AI* is what we do: useful, working systems, not demos. *Human Momentum* is what it creates: people moving faster on the work that matters.

## Words we use, words we avoid

| We say | We avoid | Why |
|---|---|---|
| applied AI, AI systems, workflow | “AI solutions” without a workflow, “AI magic” | Say what the system does and for whom. |
| build, connect, measure, approve, hand over | revolutionize, unlock, leverage, empower, supercharge | Verbs that describe work, not hype. |
| people decide, a person approves | fully autonomous, replaces your team | People stay in control of consequential decisions. |
| evidence, baseline, evaluation set, acceptance criteria | best-in-class, world-class, cutting-edge, state-of-the-art | Claims we can check instead of adjectives. |
| illustrative engagement, pilot target | case study (for illustrative work), proven results | Honesty about what is real and what is an example. |
| systems we connect to (SAP, Logo, Zendesk…) | partners, certified, official integration | None of these are partnerships. |
| organizations, teams, owners | users (for employees), resources (for people) | We write about people as people. |
| model-agnostic, your data stays yours | our proprietary AI, our platform | We don’t sell a platform you have to adopt. |
| clear, specific, short sentences | synergy, seamless, game-changer, next-generation | Plain language is the brand. |

## Honesty

We don’t invent clients, quotes, results or statistics. Example engagements are labeled illustrative, and their numbers are pilot targets, not results. Systems we connect to are examples, never partners. Field notes carry no dates and no news, so they read the same on any day.

## Two languages

Every page exists in English and Turkish. Turkish pages are written for Turkish readers, with the formal “siz”, natural business Turkish and the terms people actually search for. “Yapay zeka” is written without a circumflex, and capability and format names are Turkish, such as Keşif Çalışması and Pilottan Canlıya. The name and the slogan stay as they are.

## Style

- American spelling: organization, optimize, center.
- Headlines are sentences in sentence case, and they end with a full stop.
- One email address on everything we publish: hello@veridive.com.
- No visible dates on notes, cards or lists, and no newsletter schedule.
- We say who we work with (teams across Türkiye, Europe and the Gulf, in Turkish and English), not where our office is.

## In one breath

veridive is an applied AI company. We help organizations turn AI ambition into systems their people actually use, one workflow at a time.

In Turkish: “veridive bir uygulamalı yapay zeka şirketi. Kurumların yapay zeka hedeflerini, her seferinde bir iş akışıyla, ekiplerin gerçekten kullandığı sistemlere dönüştürüyoruz.”