---
title: 'Voices (verticals)'
description: '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.'
canonical: 'https://cartwright.app/docs/verticals/overview'
---

# Voices (verticals) (/docs/verticals/overview)



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.

<Callout type="info">
  Ships in engine **v0.33.0**, gated by the `verticalPresets` flag (default-off). Browse the live catalogue at [/verticals](/verticals).
</Callout>

## What a Voice carries [#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](/docs/features/in-place-editing).
* **A suggested palette** and an optional **3D scene** (e.g. `waves` for 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 [#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](/docs/designs/overview).                  | `/designs`   |
| **Voice** | The tone — this preset.                                              | `/verticals` |
| **Parts** | The structure — swappable [sections](/docs/features/visual-builder). | `/parts`     |

Mix all three and you get a complete, on-brand page for an industry in minutes — that's the **Page Mixer**.

## Related [#related]

* [Applying a Voice](/docs/verticals/applying-a-voice) — how to apply one in the admin
* [Designs](/docs/designs/overview) — the Skin half
* [Visual Builder](/docs/features/visual-builder) — the Parts half