Editorial Style Guide

Core Editorial Philosophy

CRD Home is not lifestyle content.
It is a philosophy of living, articulated through consideration of space.

Editorial content must:

  • privilege clarity over cleverness

  • value removal over accumulation

  • speak quietly, authoritatively, precisely

  • treat well-being as an intrinsic design element, not aspiration

  • present the home as an instrument for psychological and somatic alignment

We write for readers who:

  • command their time but attention-selective

  • value privacy, longevity, and sovereign decision-making

  • are accustomed to advisory language, not motivation

  • understand aesthetics as both cultural and economic power

The guiding premise: CRD Home explores how architecture, ritual, and discernment shape the conditions for a beautiful life.

02. Audience Positioning

Primary audience:

  • ultra-high-net-worth individuals and families

  • collectors, founders, and patrons

  • architects, designers, and cultural leaders

  • hospitality and real-estate developers

  • curators of legacy (family offices, trusts, estates)

They seek:

  • frameworks, not tips

  • philosophical authority, not opinion

  • discretion, not spectacle

Tone must assume:

  • high literacy

  • design fluency

  • lived experience of luxury

  • no need to justify price, success, or taste

Never sell status.
Assume it already exists.

03. Brand Voice

The CRD Home voice is:

  • quiet

  • minimal

  • assured

  • contemplative

  • architectural

  • editorial

  • emotionally literate

  • somatically informed

It is not:

  • chatty

  • inspirational

  • instructional

  • preachy

  • “wellness influencer”

  • motivational or aspirational

  • filled with clichés (reset, self-care, hacks, glow-up, optimize)

Use language that conveys:

  • discernment

  • restraint

  • stillness

  • sovereignty

  • long-term orientation

  • elegance without decoration

If a sentence can be made quieter and more precise, do so.

04. Narrative Structure

Each CRD Home article or page should follow this structural rhythm:

  1. Title — conceptual, pared back

  2. Abstract — 1–3 sentences defining the concept

  3. Short Manifesto Line — one declaration sentence

  4. Core Essay — 400–1,200 words

  5. Subsections — 3–6 thematic anchors

  6. Ritual / Practice Framework — optional, understated

  7. Spatial Application — how space shapes the theme

  8. Closing Insight — a single sentence, distilled

Avoid lists unless aesthetic and necessary.
Prefer short sections and white space for breathing.

05. The Four Rooms Framework (Editorial Verticals)

CRD Home is architected around four metaphorical rooms.

Each room is a full editorial vertical:

Bedroom — REST

  • nervous system repair

  • circadian design

  • acoustics, temperature, darkness

  • stillness as luxury

  • the bed as instrument

Bathroom — CLARITY

  • ritual purification

  • water as threshold

  • solitude and reflection

  • the choreography of morning and evening

  • identity in the mirror

Kitchen — NOURISHMENT

  • sourcing integrity

  • composition and restraint

  • the ethics of appetite

  • slowness as status

  • the table as site of belonging

Living Room — CONNECTION

  • hospitality as art

  • curation of people and conversation

  • public domestic space

  • cultural literacy

  • boundaries as generosity

Every piece of content must live inside a room.

06. Key Themes and Lexicon

Use a controlled vocabulary to build brand identity.

Preferred words:

  • architecture

  • ecology of care

  • threshold

  • stillness

  • composition

  • ritual

  • atmosphere

  • materiality

  • clarity

  • discernment

  • monastic

  • somatic

  • sovereign

  • cadence

  • restraint

  • orientation

  • attentiveness

Avoid:

  • hustle

  • productivity

  • grind

  • hacks

  • self-improvement tone

  • spiritual clichés

  • pop psychology terminology

07. Sentence Style & Rhythm

  • Short to medium-length sentences

  • Controlled cadence

  • Avoid exclamation points

  • Minimal first-person unless intentional essay form

  • Prefer declarative statements over questions

Examples of rhythm:

Rest is not absence. It is architecture.

The nervous system responds to conditions. Light. Sound. Order. Temperature.

Luxury is not more. Luxury is less, with precision.

Let the text breathe.

Use line breaks as design elements.

08. Editorial Formats

CRD Home publishes in four primary forms:

A) Essays

Core philosophical explorations
400–1,800 words
Reflective, architectural, academic-adjacent

B) Field Notes

Short fragments, 1–5 sentences
Designed to feel like collected thoughts

C) Private Briefings

Advisory tone
Implications for estates, families, spaces, longevity

D) Ritual Frameworks

Calmly written, minimal practical structure
Focus on conditions, not commands

09. Visual & Spatial Language Integration

When referencing design or interiors:

  • speak to material, proportion, silence, tactility

  • avoid brand or influencer product-push tone

  • describe experience, not acquisition

Example:

Stone cools the hand and slows the breath. Linen softens the visual field. Heavy curtains teach darkness again.

10. Luxury Ethics Position

CRD Home speaks to wealth without spectacle.

We position luxury as:

  • responsibility of stewardship

  • deep attention to quality

  • longevity over novelty

  • care for environments (inner + architectural)

Never:

  • flaunt wealth

  • moralize wealth

  • apologize for wealth

We write from a place of elegant neutrality.

11. SEO Without Compromise

SEO exists in titles, metadata, and structure only — never in tone.

Use:

  • restrained meta descriptions

  • clean H1–H3 hierarchy

  • keywords embedded naturally

Avoid keyword-stuffing at all costs.
Prestige brands are never desperate.

12. Brand Style: Grammar & Typography

  • Title Case for section headings

  • Sentence case for body

  • Minimal bolding

  • No emojis

  • No slang

  • Sparse use of italics

  • No exclamation points except for quoted material

Use en-dashes — not double hyphens.

13. Prohibited Editorial Moves

Do not:

  • give lists of consumer product recommendations

  • use self-help guru tone

  • write “how to fix yourself” language

  • speak down or oversimplify

  • over-share emotionally

  • be cute, quirky, or performatively vulnerable

  • use spiritual bypass language

  • lean into pop-culture or trends

CRD Home is timeless, not topical.

14. Signature Closing Style

End major pieces with a single distilled line:

Examples:

Rest is a design decision.

Clarity is what remains when excess is removed.

A home teaches the nervous system how to live.

Never summarize.
Conclude with resonance, not recap.

15. Future Editorial Expansion Roadmap

This guide supports forthcoming:

  • book proposals

  • speaking engagements

  • retreats and residencies

  • concierge service positioning

  • collaborations with architects, hotels, and wellness estates

  • members-only publishing experiences

CRD Home grows by deepening, not widening.