# NLT Labs — copy lanes (website vs merch)
#
# Website / founder voice ONLY on nltlabs.ai — never on garment art.
# Merch = identity the wearer already owns. See MERCH-WEARER-COPY-2026.md.

website_only:
  - "AI built for what comes after the demo."
  - "What comes after the demo."
  - "After the demo."

forbidden_on_merch:
  - demo
  - after the demo
  - survived the demo
  - demo survivor
  - fake demos
  - conference booth
  - AI built for

# Who wears it → what they want to signal
wearer_personas:
  builder:
    age: "26-34"
    signal: "I ship — not I attend"
    lines: ["REAL RUNS IN PROD", "PROOF NOT PROMISE", "BUILT FOR CLARITY", "NOT A SLIDEDECK"]
  drop_hunter:
    age: "18-24"
    signal: "I catch drops — insider not mass"
    lines: ["DROP 01", "LEVEL CLEAR", "CHOSEN · NOT ASSIGNED"]
  quiet_flex:
    age: "28-40"
    signal: "Tonal taste — no billboard logo"
    lines: ["CLARITY UNDER UNCERTAINTY", "WALK ALONGSIDE"]
  night_hacker:
    age: "20-30"
    signal: "Camp for people who live in the terminal"
    lines: ["LOADING CLARITY… 99%", "CLARITY UNLOCKED", "↑↑↓↓ CLARITY"]
  skater_engineer:
    age: "18-28"
    signal: "Street culture × builder brain"
    lines: ["TAGGED IN AMBER", "SPRAY & SHIP", "FORWARD MOTION"]

merch_primary:
  - "BUILT FOR CLARITY"
  - "PROOF NOT PROMISE"
  - "CHOSEN · NOT ASSIGNED"
  - "CLARITY UNDER UNCERTAINTY"
  - "ADAPT"
  - "WALK ALONGSIDE"
  - "FORWARD MOTION"
  - "REAL RUNS IN PROD"
  - "NOT A SLIDEDECK"
  - "STILL RUNNING"
  - "SIGNAL FROM NOISE"

# Prefer these on garment art instead of shouty all-caps ADAPT
adapt_variants:
  - "Adapt."
  - "adapt"
  - "adapt to change"
  - "→ adapt"
  - "Adapt / Built for clarity"
  - "Adapt?"
  - "adapt faster"
  - "try adapt."
  - "Adaptability"

merch_street_graffiti:
  - "TAGGED IN AMBER"
  - "SPRAY & SHIP"
  - "ILLEGAL CLARITY"
  - "NO BOOTH ENERGY"
  - "RUN THE FORK"
  - "FORWARD MOTION"

merch_by_audience:
  Men:
    - "FORWARD MOTION"
    - "REAL RUNS IN PROD"
    - "ADAPT"
  Women:
    - "CLARITY UNDER UNCERTAINTY"
    - "PROOF NOT PROMISE"
    - "NOT A SLIDEDECK"
  Young:
    - "CHOSEN · NOT ASSIGNED"
    - "PROOF NOT PROMISE"
    - "TAGGED IN AMBER"
    - "STILL RUNNING"
  Teen:
    - "ADAPT"
    - "PROOF NOT PROMISE"
    - "DROP 01"
    - "NO BOOTH ENERGY"
  Tech:
    - "SIGNAL FROM NOISE"
    - "REAL RUNS IN PROD"
    - "RUN THE FORK"
  Professional:
    - "CLARITY UNDER UNCERTAINTY"
    - "PROOF NOT PROMISE"
    - "WALK ALONGSIDE"

# Internal design slug → display copy (garment art uses right column)
replacements:
  young-chosen-not-assigned:
    was: "AI BUILT FOR WHAT COMES AFTER THE DEMO"
    now: "CHOSEN · NOT ASSIGNED"
  young-chosen-not-assigned-back:
    was: "AI BUILT FOR WHAT COMES AFTER THE DEMO"
    now: "CHOSEN · NOT ASSIGNED"
  tech-fast-forward:
    was: "WHAT COMES AFTER THE DEMO"
    now: "FORWARD MOTION"
  fun-demo-survivor-badge:
    was: "DEMO SURVIVOR"
    now: "LEVEL CLEAR"
  fun-level-clear-badge:
    display: "LEVEL CLEAR"

# Fun Drop (monthly off-cycle) — loud, camp, cross-audience. Not luxury copy.
fun_drop:
  theme_examples:
    - Cheat Codes
    - Loading…
    - Level Clear
    - Press Start
    - Sticker Bomb
  approved_lines:
    - "CLARITY LOADING…"
    - "LOADING CLARITY… 99%"
    - "↑↑↓↓ CLARITY"
    - "CLARITY UNLOCKED"
    - "LEVEL CLEAR"
    - "PRESS START"
    - "GG / GOOD CLARITY"
    - "CHEAT CODE ENABLED"
    - "TOO MUCH CLARITY"
    - "ILLEGAL CLARITY"
  forbidden_on_fun_drop:
    - "AI built for what comes after the demo."
    - demo
    - demo survivor
    - Quiet tonal luxury layouts (save for grail lane)
