Voice

The line

Less noise. More life. Just b. Approved 11 Oct 2026, from the /just-b page. Reuse the line and its tone in posts, pages and share images.

It plays on a joke: one day Bitcoin will just be called “b”. “Just b” also means “just be”: settle down, be cool.

Tone

Calm. Peaceful and mainstream. Sell features as everyday benefits: lock it away, pots, pay as you go, subscriptions.
General. bWalletX is for everyone, without prejudice or “flavour”. No in-group jargon, no scene-specific copy. Decided 14 Oct 2026.
Positive. Never name or answer critics on our pages. Keep campaigns upbeat (“b cool”).
b first. b, the assistant, is always one gesture away. Write as if it is. Decided 14 Oct 2026.

Say what is live

Posts describe live features only. Present tense: “you can…”. Leave out unbuilt parts rather than promising them. No “coming soon”. Decided 10 Oct 2026.
Feature pages show their status. Each feature page carries a visible checklist: ✓ live, ◻ coming. Tick items as they ship. Don’t strip out the not-live parts, and don’t hold a page back because parts aren’t live. Decided 15 Oct 2026.
One URL per X post, with no other domain-like text, and the linked page must have a share image. Keep posts under about 260 characters.

Words to avoid in brand copy

From the Just b voice (11 Oct 2026):

Don’t lead with blockchain, BSV, crypto, investment, token or hold.
Say tickets and access, not tokens.
Don’t lead with chatrooms. They read as noise.

From like-to-fund feeds (8 Oct 2026):

Say fund, support, join the room. Never invest, returns or price goes up.

From stakeholder, not shareholder (18 Oct 2026):

“Owning bitcoin doesn’t make you a shareholder in us. It makes you a stakeholder in the network we’re building on.”
Never imply that BSV or any token gives a claim on our profits, assets or votes. Flag any “shareholder”, “dividend” or “returns” wording tied to BSV or tokens.

More naming rules are on Naming and words.

“Token” and “hold”

Avoid “token” and “hold” in campaign copy: say tickets, access or rooms. “Token” is fine on the Exchange, on token pages and anywhere people are actually buying or trading a token. Decided 23 Oct 2026.

Live features, and the “coming” list

Posts, films and campaign headlines describe live features only. A feature page may carry a clear live/coming checklist, so people can see what works today. That checklist is not “coming soon” copy. Decided 23 Oct 2026.

Prompts and sheets

Permission and approval sheets (connect, sign in, pay, mint) look like our share cards: big art, a bold headline of six words or fewer, the app’s identity and one obvious Allow button. Decided 11 Oct 2026.

Different kinds of prompt look different at a glance: their own art, colour or icon.
When the user started the action, encourage Allow. Don’t warn.
Put details behind a tap. Keep genuinely risky lines visibly distinct and never pre-ticked.
One sheet per connect or payment.

House style

Plain British English. Short sentences.
Write PNEEs with a small s: “3 PNEEs”, “1 PNEE”. Decided 9 Oct 2026.
Write “b you”, not “b yourself”.