Brand Guidelines

Last updated: March 2026

---

Brand Architecture

ChurchWiseAI (product brand -- what churches buy)
  |
  |-- PewSearch (distribution channel -- 218K+ church directory)
  |-- IllustrateTheWord (content magnet -- sermon illustrations)
  |-- SermonWise (sermon tools -- sermonwise.ai)
  |-- ShareWiseAI (social media SaaS -- sharewiseai.com, Coming Soon)
  |
  Future: MemorialWiseAI, ShopWiseAI, VetWiseAI, LegalWiseAI

Mental model: ChurchWiseAI exists independently of PewSearch. A pastor sees an ad, lands on churchwiseai.com, buys a plan, gets a magic link, manages everything there. PewSearch is an optional distribution channel, like Planning Center or Cal.com -- useful but never required.

Core Identity

Element	Value
Brand name	ChurchWiseAI
Company	ChurchWiseAI LTD
Tagline	AI-Powered Ministry Tools
Domain	churchwiseai.com
Contact	hello@churchwiseai.com
Support	support@churchwiseai.com
Founded	2024

Visual Identity

Colors

Name	Hex	Usage
Sacred Gold	#D4AF37	Primary accent, CTAs, highlights, brand identity
Sacred Gold Light	#e8cc6a	Hover states, secondary accents
Sacred Gold Dark	#a07d1c	Active states, borders
Navy	#1B365D	Secondary, headers, text on light backgrounds
Navy Light	#2b6cb0	Links, secondary CTAs
Cream	#FEFCF8	Page backgrounds
Foreground	#1c1917	Body text (stone-900)

Typography

• Headings: Playfair Display (serif) -- font-serif class. Conveys warmth, tradition, authority.
• Body: Inter (sans-serif) -- font-sans class. Clean, modern, highly legible.

CSS Patterns

• Hero sections: bg-gradient-to-b from-stone-900 to-stone-800 with radial-gradient gold glow
• Page backgrounds: Alternate cream (#FEFCF8) and bg-stone-50 between sections
• Cards: bg-white rounded-xl border border-stone-200 shadow-sm with card-hover class (translateY -4px + gold glow on hover) and card-accent::before (3px gradient top bar)
• Buttons: .btn-gold (primary CTA), .btn-navy (secondary CTA)

Voice & Tone

Personality

The ChurchWiseAI brand voice is:

• Warm but not casual. We speak to pastors and church leaders with respect for their calling. Never flippant.
• Confident but not pushy. We know the product works. We don't need superlatives or pressure.
• Empathetic before transactional. Acknowledge the problem before pitching the solution.
• Theologically aware but neutral. We support 17 traditions. We never favor one over another in brand communications.

What We Say vs. What We Don't

Do	Don't
"AI-powered ministry tools"	"AI church assistant" (too generic)
"Your AI ministry team"	"Automated church system" (too cold)
"Never miss another moment"	"Maximize engagement metrics" (too corporate)
"Handles logistics so pastors can pastor"	"Replaces your receptionist" (threatening)
"Trained on your church's heart"	"Machine learning model" (too technical)

Audience-Specific Framing

• To AI skeptics: "AI should never pastor. It should free the pastor to pastor."
• To budget committees: "Less than $1/day. One visitor who becomes a member pays for 40 years."
• To small churches: "You don't need a staff of 10. You need a team that never sleeps."

Brand Rules for Agents

1. Dashboard header says "ChurchWiseAI", not "PewSearch Admin" or "WiseAI"
2. Product name is "ChurchWiseAI Voice Agent" in all SEO and integration pages
3. "Powered by ChurchWiseAI" badge on all chatbot widgets (Starter/Pro). Removable on Suite.
4. PewSearch directory links to ChurchWiseAI for AI product pages -- never the reverse
5. Voice agent greeting uses the church's name, not "ChurchWiseAI" (except for the sales agent on the demo line)
6. Blog uses .blog-content CSS in globals.css, not Tailwind prose-* modifiers (unreliable in Tailwind v4 Vercel builds)
7. Legal pages use the elevated design (gradient hero, card sections, icons) -- not plain text

Trust Signals

Standard stats displayed in hero/trust sections:

• 218K+ Churches in Directory
• 30K+ Sermon Resources
• 17 Theological Traditions

Ecosystem Links

Property	URL	Tagline
PewSearch	pewsearch.com	"Find Your Church"
IllustrateTheWord	illustratetheword.com	"Sermon Illustrations"
SermonWise	sermonwise.ai	Sermon preparation tools
ShareWiseAI	sharewiseai.com	Social media management (Coming Soon)

Social Accounts

• Twitter: @churchwiseai
• LinkedIn: /company/churchwiseai
• Facebook: /churchwiseai

---

Per-Vertical Voice & Tone Extensions

The WiseAI Agency family includes ChurchWiseAI (church), FuneralWiseAI (funeral), and VetWiseAI (vet). Each vertical uses a distinct voice and tone — and strict rules govern what language crosses vertical boundaries.

Absolute rule: Never use church-coded language (pastor, congregation, prayer, ministry, blessed, called, guided, theological) in funeral or vet content. Never use funeral or vet language in church content.

---

Funeral Voice & Tone (FuneralWiseAI)

Brand identity: FuneralWiseAI. Domain: funeralwiseai.com. Contact: hello@funeralwiseai.com.

Personality:

• Dignified. Every word respects the gravity of the funeral profession and the families it serves.
• Somber-but-warm. Not cold or clinical. Not cheerful or salesy. Calm, present, assured.
• Restrained. No exclamation points in body copy. No urgency language. No superlatives.
• Professional. Funeral directors are serious practitioners. Match their register.

What we say vs. what we don't:

Do	Don't
"your funeral home"	"your business" (dismissive of the profession)
"families"	"clients" (in the context of the bereaved — too transactional)
"after a death"	"when someone passes" (overly euphemistic in business context)
"the arrangement process"	"buying a funeral"
"your arranger" / "your staff"	"your team" (imprecise in this context)
"24/7 availability"	"always on" (too casual)

Color palette (supplemental):

• Deep navy: #1a1a2e (primary dark)
• Slate blue: #2d3561 (accent)
• Warm white/cream for backgrounds
• No Sacred Gold — that's church only

Specific rules:

1. No theological language whatsoever — no "God," "prayer," "faith," "ministry," "calling," "blessed," "congregation"
2. No luck language — no "good luck," "best of luck"
3. "Families in their hardest moments" — acceptable humanizing language
4. "The deceased" — professional; "the body" — acceptable in context; "the loved one" — slightly warm but acceptable
5. Headlines are composed, not punchy: "What happens when a family calls at 2am" not "Never miss another call!"
6. CTA copy: "Book a demo" not "See it in action!" — match the gravity

---

Vet Voice & Tone (VetWiseAI)

Brand identity: VetWiseAI. Domain: veterinarywiseai.com. Contact: hello@veterinarywiseai.com.

Personality:

• Practical-empathetic. Vets and practice managers are results-driven but care deeply about animals. Both dimensions matter.
• Clinical-adjacent. Not medical jargon. Not consumer fluff. Competent, specific, trustworthy.
• Efficient. Clinic owners are between appointments. Get to the point.
• Emotionally aware. Pet owners treat their animals like family. The AI needs to reflect that.

What we say vs. what we don't:

Do	Don't
"your clinic"	"your church" (obviously)
"pet parents" or "pet owners"	"members" / "congregation"
"patients" (the animals)	"parishioners"
"after-hours triage"	"after-hours care" (triage is more precise and trusted)
"ASPCA Poison Control"	"poison hotline" (be specific — the number is 888-426-4435)
"your practice"	"your business" (practice is preferred in veterinary context)
"clinical protocol"	"rules" (clinical language earns trust)

Color palette (supplemental):

• Deep teal/ocean: #0c4a6e (primary dark)
• Sky blue: #0369a1 (accent)
• Light blue backgrounds: #f0f9ff
• No Sacred Gold — that's church only

Specific rules:

1. No theological language
2. ASPCA Animal Poison Control Center fee: ~$95/case (as of 2025). Never imply it's free.
3. Species-specific language when possible: "dogs and cats" vs. generic "animals" (unless clinic is general practice)
4. "After-hours" is key language — this is the primary use case pain point
5. The AI triages — it does NOT diagnose. Make this clear in every clinical scenario
6. Never promise medical outcomes — always defer to "a veterinarian will confirm"
7. Tone is practical: "Here's what to watch for" not "Everything will be okay"

---

WiseAI Agency Voice & Tone (wiseaiagency.com)

Brand identity: WiseAI Agency. Domain: wiseaiagency.com. The meta-brand / technology trust layer above all verticals.

Personality:

• Confident without being arrogant. We build real technology for real local businesses. Not AI hype.
• Technical-but-accessible. We explain what LiveKit, RAG, and multi-agent orchestration do — without jargon — for a business owner who doesn't know or care what those words mean.
• Portfolio-focused. The brand is a showcase of verticals: church, funeral, vet, and future. It exists to demonstrate range and earn trust from enterprise/multi-location buyers.
• Founder-led. John Moelker's pastoral + engineering background is part of the story. Not hidden, not oversold.

What we say vs. what we don't:

Do	Don't
"AI voice + chatbot for local businesses"	"AI SaaS platform" (too generic/VC-speak)
"Built for [church / funeral / vet] businesses"	"Vertical-specific solutions" (jargon)
"Answers calls. Books appointments. Never sleeps."	"Automate your customer journey" (meaningless)
"We build and operate the AI"	"We provide the infrastructure"
"Local business"	"SMB" (jargon)
"After-hours answering"	"Omnichannel communication" (consultant-speak)

Specific rules:

1. Agency voice is secular — no theological language even when describing ChurchWiseAI in the portfolio
2. "Verticals" is internal language — in customer-facing copy, say "industries" or just name them
3. The agency page can mention HEAR protocol as a differentiator in funeral/pastoral contexts — but explain it in plain language
4. No urgency or scarcity language on the agency site — the audience is business decision-makers, not impulse buyers
5. Pricing on wiseaiagency.com is display-only (cross-vertical comparison) — never imply you can buy here; send to each vertical's site
6. Cal.com event type for agency: wiseaiagency-demo — used for enterprise/custom engagement inquiries