Overview

Everything registered for Decisely in 00-admin/artifacts.json, generated from the approved PreWiki projection

Overview

Consolidated from the promoted brand files in 03-brand/, the design system built from the client's Figma Design Elements (irF2os1YvfKoR8ZGKlqEhS), and the live decisely.com theme CSS. Anything not in those sources is recorded as an open question rather than inferred.

What Decisely does

Employee benefits and benefits administration for small and mid-size businesses.

How it reaches market

Largely through intermediaries rather than direct: PEOs, brokers, franchises and associations. The three audience one-pagers in the source Figma are cut along exactly these lines: PEOs/Brokers, Franchise, Employer: which is the clearest signal in any source about how the company segments its market.

What the brand looks like

A white sheet, a two-tone headline pairing a light sans against an italic-feeling serif, an oversized serif statistic used as the loudest object on the page, and a rail of stacked color blocks down the right column. Palette is anchored on two purples with teal, lime, aqua and gold as accents.

What is unresolved about the identity

The company's own numbers are not settled: the source disagrees with itself on lives covered (77,000+ vs 80,000+), and employers-supported and years-serving have no source of record. The live website does not use this design system. See open-questions.md.

Overview

Summary: Who Decisely is, what the brand promises, and the rules for what is and isn't on-brand.

What Decisely is

Decisely delivers employee benefits, benefits administration, and HR support for small and mid-sized businesses: and it reaches most of them through partners: PEOs, brokers, franchise systems, and associations. The offer bundles group health plans, ICHRA (Individual Coverage Health Reimbursement Arrangement), ancillary and voluntary coverage, compliance…

Brand line

Everybody Benefits with Decisely. (source: campaign boards)

Who we serve

Three named audiences, each with its own approved one-pager:

• PEOs & brokers, want to say yes to clients who don't fit their current benefits model, without building a new operation. Pitch: You open the door. We handle the details.
• Franchise systems & associations, want to give members and franchisees access to benefits that strengthen the network. Pitch: More value at every level.
• Employers (small and mid-sized), want competitive benefits without more administrative work. Pitch: Benefits that fit the way you do business.

Proof points in the approved material

Every one of these needs a client-confirmed basis before it ships. See brand-rubric.md gate 5.

• 3,000+ employer clients served / employers supported
• 10+ years serving businesses
• 77,000+ / 80,000+ lives covered, the source disagrees with itself; reconcile before use
• Licensed in all 50 states
• 79% (appears on a campaign tile without a stated basis, do not use until sourced)
• Employees with benefits stay twice as long, the recurring retention claim

Brand attributes

Read out of the artwork and copy, not from a client-supplied attributes list:

• Inclusive, "everybody," across company size, industry, and role. The cast is deliberately broad.
• Practical, the benefit is administrative relief, stated plainly: fewer steps, one platform, real people on the phone.
• Warm, real faces, mid-expression, natural light; a serif voice inside a modern sans system.
• Partner-first, much of the material speaks to whoever brings Decisely to the business, not to the business directly.
• Optimistic, lime and gold against deep violet. The palette is not a compliance palette.

Overview

Summary: How Decisely writes. Derived from the copy in the three approved one-pagers and the two campaign boards: not from a client-supplied voice guide.

The register

Plain, warm, and specific. Sentences are short and declarative. The reader is addressed as you, and the company is we. Benefits vocabulary appears, but every acronym is glossed on first use: the source spells out ICHRA (Individual Coverage Health Reimbursement Arrangement) every single time it appears, in every sheet. Copy that leaves an acronym bare is…

Sentence patterns that recur

Name the reader's problem, then remove it.

Rules

• Sentence case everywhere. Nothing is set in all caps.
• Lists are noun phrases with no terminal punctuation ("Group health plans", "Compliance services", "HR tools").
• Headline second lines carry the promise; first lines carry the situation.
• Numbers are written with the plus attached and no space: 3,000+, 10+ Years, 80,000+.
• Say what the product does ("manage plans", "connect payroll and carriers", "give employees self-service tools") rather than what it is.
• One idea per card. If a card needs a second sentence, it needs a second card.

Banned

"Holistic solution" · "ecosystem" · "one-stop shop" · "best-in-class" · "revolutionary" · "game-changing" · "synergy" · "cutting-edge" · "leverage" as a verb · "seamless" · any acronym without its expansion · any framing where Decisely replaces the broker, the PEO, or the HR person · any statistic the client has not confirmed.

Overview

Scored out of 100. Threshold to ship externally: 80. Any hard-fail gate is an automatic do-not-ship regardless of score.

Hard-fail gates

Any one of these and the asset does not ship, no matter how good it looks.

Scoring notes

• 90, 100: ships as-is.
• 80, 89: ships with the noted fixes applied.
• 70, 79: one revision round; the gap is almost always criterion 1, 3, or 9.
• Below 70: rebuild from the component specs rather than patching.

The three tells that a piece is off-brand even at a passing score

1. The headline is one face: the two-voice switch is the brand's fingerprint.