Voice
How Conexeu sounds, and what to leave out.
Voice traits
Every line should sound like it comes from someone with these traits.
What to avoid
Don't
- a blue Conexeu wordmark, blue CXU mark or blue X-Mark
- 0F574A or 042A23 used as Conexeu Green in print or social
- gold on a secondary green tone, or gold as a dominant color
- a therapeutic 1 or 2 stop used as a full-bleed background
- body copy on CG 3, CG 4, Coral 2, Rose 1, Rose 2 or Slate 3
- a third typeface, Bold or Heavy IvyPresto, or an all-caps display headline
- the positioning line set as live text instead of an outlined vector
- a stretched, tinted, shadowed, rotated or hand-rebuilt mark
- content inside the X-height clearspace
- a standalone CXU mark where Conexeu has not been established
- mesh and X pattern in the same composition
- a full-surface X pattern
- a flat mesh pasted over a curved body surface
- gradient, blur, drop shadow, glow, bevel or 3D extrusion on a brand element
- baked lettering, headline, caption, logo, number or UI text inside a generated render
- before-and-after imagery in any medium
- a result, percentage, timeline-to-benefit or efficacy figure
- restores, heals, proves, works or regenerates stated as achieved fact
- a testimonial used as evidence of performance
- a comparative claim against a named competitor product
- vault photography shot against a competitor product
- an uncaveated superlative such as next-generation, advanced or innovative
- the unapproved line Regenerate, don't replace
- invented motion timing, easing or duration
- invented brand voice, personality or tone attributed to the guide
- Words to avoid: outcome claim, result, percentage, timeline to benefit, before-and-after, testimonial as evidence, comparative claim, uncaveated superlative, hype adverb, exclamation, startup idiom.
Guidance
Positioning is Architecting Bioregeneration™ and the page-title pattern is Architects of {vertical} — use the live-site wording (Wound Care, Aesthetics, Oral Health, Animal Health, 3D Bioprinting), not the guide cards’ older “Care” and “Beauty”. Reuse the lines already in market before writing new ones.
Architecting Bioregeneration™
The 2026 guide contains no voice section — 1.1 Brand Overview, 1.2 Brand Personality and 1.3 Tone of Voice are all empty placeholders. What follows is read off published Conexeu copy, and is labelled as derived rather than client-written. The register is the whole discipline: Conexeu writes about what the scaffold is and is designed to do, never about what it has achieved — because CXU™ is investigational and unreviewed by the FDA. Structural nouns carry the meaning (scaffold, matrix, structure, foundation, blueprint, remodeling, integration). Short declaratives, then one long explanatory sentence. Triads for the platform claim: “One platform, one formula, one device.” Questions open sections. Second person appears only when the subject is the reader’s own body.
- Stay in the design register: designed to, intended to, is being evaluated as, may support.
- Put the investigational-status line in the asset itself, at first substantive mention — not only in a footer or a bio.
- Lead with structure: what the ECM is, what is lost when it degrades, what the scaffold is designed to provide.
- No outcome verb — restores, heals, proves, works, regenerates as achieved fact — and no result, percentage or timeline to benefit.
- No before-and-after in any medium, and no testimonial used as evidence of performance.
- No comparative claim against a named competitor, and no uncaveated superlative (next-generation, advanced, innovative).
Voice and messaging
Positioning
Architecting Bioregeneration™ — the trademarked positioning line, and the organising metaphor for everything. Conexeu is not a product story, it is an architecture story: the company's claim is that regeneration fails for want of structure, and CXU™ supplies the structure.
The category argument, in the brand's own words: "We are fundamentally shifting the paradigm from substitution to restoration."
The register: design, not outcome
This is the single most important rule and it is a legal one as much as a stylistic one. Conexeu writes about what the scaffold is and is designed to do, never about what it has achieved.
| Use | Never |
|---|---|
| designed to, intended to, is being evaluated as, may support, supports the conditions for | restores, proves, works, delivers, achieves, regenerates (as an accomplished fact) |
| investigational, device candidate, preclinical | approved, cleared, clinically proven |
Live examples of the register, verbatim:
- "Our CXU scaffold is designed to provide a temporary structural environment that may support host tissue integration and remodeling…"
- "CXU™ is being evaluated as a bioregenerative scaffold designed to provide structural support…"
- "This is the gap Conexeu is designed to address."
Sentence architecture
- Structural nouns carry the meaning: scaffold, extracellular matrix, ECM, structure, foundation, architecture, blueprint, remodeling, integration, migration, ingrowth.
- Short declaratives, then one long explanatory sentence. "Every tissue in the human body depends on a structural scaffold… The cells need a place to anchor, organize and support normal tissue function, but the body loses this ability when the structure is lost."
- Triads for the platform claim. "One platform, one formula, one device." / "CXU™ is one patented formulation. One investigational device. One foundational solution."
- Questions as section openers. "What is Bioregeneration?" · "What makes bioregeneration possible?" · "What if science could help you rebuild yourself?"
- Second-person only when the subject is the reader's body. "Understanding your tissue is the first step toward regenerating it."
- Unhurried. No exclamation, no hype adverbs, no startup idiom.
The naming system
Architects of {vertical} is the live page-title pattern and the card pattern in the guide (4.5).
| Live site | Guide card label | Color family |
|---|---|---|
| Architects of Wound Care | Architects of Care | Iris |
| Architects of Aesthetics | Architects of Beauty | Coral |
| Architects of Oral Health | Architects of Oral Health | Hydra |
| Architects of Animal Health | (Veterinary) | Rose |
| Architects of 3D Bioprinting | — | CXU green |
Trademarks and names — exact strings
- Legal name: Conexeu Sciences Inc. (no comma).
ir.conexeu.compublishes "Conexeu Sciences, Inc." with a comma; www does not. www wins. - Ticker: Nasdaq: CNXU.
- Marks, verbatim from the site's own notice: "CXU™, Ten-Minute Tissue™, B.R.E.A.S.T.™ and Architecting Bioregeneration™ are trademarks of Conexeu Sciences Inc."
- Ten-Minute Tissue™ is hyphenated and does appear on www (12 occurrences). B.R.E.A.S.T.™ keeps its periods.
- Copyright line: © 2026 Conexeu. All Rights Reserved.
- Competitor marks (Ozempic®, Wegovy®, Dysport®, Sculptra®, Restylane®, Radiesse®, Xeomin®, Belotero®, Instalift®, Cetaphil®, Differin®, Proactiv®, Epiduo®) must carry ® and the no-affiliation disclaimer whenever referenced.
Approved lines already in market
Reuse these before writing new ones:
- Architecting Bioregeneration™
- Designing the blueprint for bioregeneration
- Understanding your tissue is the first step toward regenerating it.
- Designed with purpose. Backed by science.
- What if science could help you rebuild yourself?
- One platform, one formula, one device.
- What makes bioregeneration possible?
Not verified: "Regenerate, don't replace." appears in an earlier internal proposal but appears nowhere on conexeu.com. Do not use it as a brand line until the client approves it.
Don'ts
- No outcome, result, timeline, percentage or ROI claim of any kind. No before-and-after.
- No testimonial — patient, clinician or customer — used as evidence of performance. (The guide's own 6.2 sample quote from a named physician is layout lorem, not an approved testimonial.)
- No superlatives standing alone: next-generation, advanced, innovative, bioregenerative are permitted only under the site's IMPORTANT NOTICES caveat, which must travel with them.
- No comparative claim against a named competitor product.
- No invented statistic. The market figures that circulate in Conexeu decks ($2 billion opportunity, $190 billion weight-loss boom) trace to specific press releases — cite the release or drop the number.