This page is the source of truth for AutoUncle's brand. It covers who we are, how we sound, how we look, and how the brand shows up across product, marketing, sales, and dealer-facing surfaces.
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The AutoUncle brand guidelines are organized into the umbrella (this page) plus two audience-specific sub-pages. This main page is the umbrella — AutoUncle as a company, the mother brand. The two sub-pages layer audience-specific execution on top.
Brand foundations that apply everywhere live here on this page. Audience-specific execution lives in B2B (dealer-facing) or B2C (consumer-facing).
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This is a living document. Comment inline, suggest edits, contribute to the sections below. Owner: Sofia Carvalho · [email protected]
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Dealer-facing execution — CoDriver dashboards, dealer admin, lead management, sales enablement, dealer marketing.
Use when: building anything shown to dealers. Deep Navy leads. Direct, peer-to-peer, business-savvy tone.
Do not use when: content will be seen by consumers → use B2C. External corporate content → use the corporate branding skill.
Consumer-facing execution — Deal Page, autouncle.com, trade-in, valuation, financing, consumer marketing, co-branding.
Use when: building anything shown to consumers. AU Blue leads. The Uncle voice (honest / direct / warm / sober).
Do not use when: content is only seen by dealers → use B2B. Corporate/investor content → use the corporate branding skill.
| Surface | Which guidelines to use |
|---|---|
| Any dealer-facing product UI (CoDriver dashboards, admin, lead management) | Common + B2B |
| Any consumer-facing product UI (Deal Page, autouncle.com, trade-in, financing) | Common + B2C |
| Dealer marketing (LinkedIn, sales collateral, dealer pitch decks) | Common + B2B (plus corporate skill for deck geometry) |
| Consumer marketing (paid social, editorial, consumer landing pages) | Common + B2C (plus autouncle-voice.skill for copy operations) |
| External corporate content (reports, decks, one-pagers, marketing PDFs) | Corporate au-org-g-org-guideline-branding-v112 skill (not these guidelines) |
| Internal AutoUncle content (Employee Handbook, internal decks) | Common only |
When building with an AI tool (Claude, Cursor, ChatGPT, v0…), the surface maps to a skill:
| Job | Skill |
|---|---|
| Dealer product UI (CoDriver dashboards, admin, lead tools) | autouncle-b2b-design-system |
| Consumer product UI (autouncle.com, Deal Page, trade-in) | autouncle-b2c-design-system (coming) |
| Presentations, decks, reports, one-pagers | au-org-g-org-guideline-branding-v112 (corporate skill) |
| Consumer copy (writing / reviewing) | autouncle-voice.skill |
| Events (booths, signage, physical) | Not covered by a skill — brand / physical team |
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A note on skill names. Skills are created by different teams, so names aren't fully consistent yet. The convention going forward is plain, versionless names (e.g. autouncle-b2b-design-system) — the version lives in the skill's changelog, not in the name, so re-uploading always updates the same skill (no -v2, no duplicates). Some existing skills predate this and keep their names for now (e.g. the corporate au-org-g-org-guideline-branding-v112 with its version suffix. We'll align them when they're next updated — don't rename someone else's skill without checking with the author.
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au-org-g-org-guideline-branding-v112 skillautouncle-voice.skill (word lists, approved price labels, character limits per surface, writing/reviewing tests)