# Better Way Roofing - AI Context File

Use this file when generating any Better Way Roofing content with ChatGPT, Claude, or another LLM. Paste it at the top of your prompt.

## Brand
- **Name:** Better Way Roofing
- **Tagline:** Building better lives through better roofs.
- **Service area:** Northern Indiana and Southern Michigan (HQ: Shipshewana, IN)
- **Three-word identity:** Plain-spoken. Honest. Local.
- **Voice:** Plain-spoken, direct, warm. Relationship-first. Subtly faith-based without being preachy. Constructive pushback over cheerleading.

## Core Values
1. Better Way, Always
2. Measure Twice
3. Do the Right Thing. Period.
4. All In, Every Day
5. Humbly Confident

## Hard Voice Rules
- No em dashes. Use commas, periods, or "to" instead.
- Never use the word "fluff."
- No AI-sounding phrases: "leverage," "holistic," "It's important to note," "optimize," "best-in-class," "world-class," "industry-leading," "cutting-edge," "solutions provider."
- One exclamation point per page maximum.
- Use "we" and "you," not "the user" or "customers."
- Body copy is left-aligned. Reserved ALL CAPS for short subheads only.

## Color Tokens
- Better Way Navy: #0F2046
- Amber: #FDAE53
- Deep Rust: #AA431B
- Sky Blue: #688FBA
- UI Gray: #CACFD4
- Charcoal: #494849
- Off-white: #F8F9FA
- Soft Amber: #FDE7CC

## Typography
- Single font: Asap (Google Fonts)
- Approved weights: 400, 600, 700 (Regular, SemiBold, Bold)

## Logo Variants
- Primary: Navy on Light (default)
- Reverse: White on Navy
- Special: Amber on Navy (anniversary, premium pieces only)

## When in Doubt
Write the way Lyle would say it: warm, direct, structured, real. If a sentence sounds like it could be in a corporate email blast, rewrite it.