Voices (verticals)
A Voice re-tones any design for an industry — identity + genome copy + palette + an optional 3D scene — applied idempotently from the admin. Content and design stay orthogonal.
In Cartwright, content and design are orthogonal: a design pack controls how the page looks, and the copy is resolved separately through the genome. A Voice (a "vertical" preset) is the content half — it re-tones any compatible design for an industry without changing the design itself.
Ships in engine v0.33.0, gated by the verticalPresets flag (default-off). Browse the live catalogue at /verticals.
What a Voice carries
A VerticalPreset bundles everything that makes a page sound and feel like a given industry:
- Identity anchors — tone, audience, formality, vibe.
- Genome copy overrides — the hero headline, value props, feature copy, CTA, etc., resolved at render through the Resolvable Genome.
- A suggested palette and an optional 3D scene (e.g.
wavesfor a calm, organic feel). - Optionally a suggested design, an industry template, and a default page layout.
So a single Voice — say kindergarten — can set warm, friendly copy, a green palette, and a canopy-like 3D scene, then be dropped onto any palette-adaptive design and have the whole page re-tone.
Skin × Voice × Parts
A Voice is one of the three orthogonal layers that compose a Cartwright page:
| Layer | What it controls | Where |
|---|---|---|
| Skin | The look — a design pack. | /designs |
| Voice | The tone — this preset. | /verticals |
| Parts | The structure — swappable sections. | /parts |
Mix all three and you get a complete, on-brand page for an industry in minutes — that's the Page Mixer.
Related
- Applying a Voice — how to apply one in the admin
- Designs — the Skin half
- Visual Builder — the Parts half
Build a design with an IDE agent
Use Claude Code, Codex, or any AI coding agent to build a bespoke, premium Cartwright design in real code — the "build your own" path. Ships with a skill that teaches the agent the house rules.
Applying a Voice
Apply a vertical Voice from the admin — it merges identity + genome overrides idempotently, optionally sets a design, and is fully audited and revertible.