10 / Mapu brand system
Voice and messaging
Mapu writes the way a good adult speaks to another adult in the room, with a teenager listening. Plain, specific, unhurried. It describes what a family is doing rather than what a child is failing to do.
Voice attributes
Each attribute carries the thing it must not tip into.
Calm
Never flat or evasive.
Clear
Never blunt or clipped.
Respectful
Never deferential or apologetic.
Warm
Never sentimental.
Direct
Never commanding.
Non-judgemental
Never neutral to the point of having no view.
Before and after
Before
Take control of your teen’s screen time.
After
Agree how evenings work, and write it down where you can both see it.
Why
Removes the adversarial frame and names a shared action.
Before
Monitor everything in one place.
After
One record you both keep, visible to both of you.
Why
Replaces surveillance with symmetry.
Before
Fix bad behaviour with proven routines.
After
Notice what’s already working, and build the next step on it.
Why
Drops the judgement and the unfounded claim.
Before
Don’t let them fall behind! Start your streak today.
After
Start with one agreement. Review it on Sunday.
Why
Removes manufactured urgency and gamification.
Before
You’re doing amazing! 3 tasks completed 🎉
After
Three of this week’s agreements kept.
Why
States the fact; the family decides how to feel about it.
Words
Prefer
- Make expectations visible
- Agree on the next step
- Notice progress together
- Build independence through practice
- Hand this over
- Review on Sunday
Avoid
- Control your teen
- Fix bad behaviour
- Monitor everything
- Make them comply
- Kids these days
- Don’t miss a day
Messaging hierarchy
Each line is written to stand alone in the place it appears.
- Brand promise
- Structure for growing independence.
- Supporting statement
- Mapu helps a family agree what matters, practise it together, and hand it over when it’s ready. It’s built to become unnecessary.
- Parent-facing
- Know where you both stand, without checking up on anyone. One record, one review a week, one fewer argument.
- Teenager-facing
- You can see everything your parent can see. When you keep an agreement, it moves to you — that’s the whole system.
- Product
- Foundation holds what you’ve agreed. Hearth holds what you talk about. Progress shows what has already moved across.
- Social description
- Mapu — family development. Structure for growing independence.
Writing mechanics
- Sentences under 20 words. One idea each.
- Second person plural when addressing the family; never “your child” in teenager-facing copy.
- Name the person, not the role, inside the product: “Ana”, not “your teen”.
- No exclamation marks. No emoji in product copy.
- Dates and times written out: “Sunday at 18:00”, not “in 2 days”.
- Never claim an outcome the product cannot evidence.