Ecomma.

The reference for how Ecomma looks, sounds and shows up. Covers the name, positioning, vision, mission, category, voice, anti-claims, honesty constraints, the visual system (palette, typography, logo, layout, iconography, data visualization), the four content pillars, the offering taxonomy, regulatory posture, and approved company descriptions. Use it as the source of truth for any surface that carries the Ecomma name.

Ecomma.

One word, one capital. Pronounced ee-COM-ah. The name compresses ecommerce into something that reads as a firm, not a category.

Conventions

Things to avoid

Where the firm is going.

Vision is the longer arc. It is the only place in the brand book where future-facing claims belong, and the only place the SaaS direction (Ecomma.ai) and the data direction sit as roadmap rather than product. The mission section that follows describes what the firm does today.

The vision statement

A future where high-upside brands change hands on rails Ecomma owns. Buying, operating and selling a brand becomes as accessible as buying a stock, and as automated as running an ad campaign. Ecomma is the firm that builds those rails and runs the businesses while they are on them.

What the vision implies

Four positioning options.

Four options. Read them as alternatives, not as a launch sequence. The master business model is buying high-upside DTC brands and selling them on. Operating those brands well is the differentiator that makes the model work, and the optional service that keeps running after the sale for buyers who want it.

Option A leads with the buy-and-sell thesis with operating named as the differentiator. Option B leans into the alternative-asset framing already present in current paid creative. Option C lifts the homepage comparison promise (speed, no success fee) into the headline. Option D names the post-sale continuity service: when the buyer wants ownership without operations, the firm keeps running the brand for them.

Audience, ranked

Two funnels, different shapes. Always split buyer and seller. The buyer side carries four cohorts; the seller side carries four. They ship as separate creative tracks; the brand voice is shared but the offer in front of them is not. The buyer side is currently the visible marketing surface; the seller side is underweight. Both need to ship. Cohort definitions are working hypotheses, not measurements: every percentage from HubSpot is a within-pipeline ratio, not a market-share figure.

Buyer side

Seller side

Differentiation against the field

Mission options and the four operating principles.

The four operating principles are the playbook on ecomma.co and inside the SOPs. Four mission statements sit alongside them as alternatives. Three of the four frame the firm as buy-run-exit. The fourth, continuity-led, names the firm's only source of recurring revenue: operating the brand on the buyer's behalf after the sale.

Mission options

Operating principles. The four-phase playbook.

These four phases run in sequence on every acquired brand. They are referenced on ecomma.co, in the case studies, and in the buyer-acquisition ad creative. The phases describe what the firm does, not how long it does it for; the firm prefers shorter holds, not longer.

Four values the firm operates by.

Mission options change the framing for different audiences. Phase principles describe how a single deal moves through the hold. Values sit above both: they describe how the firm behaves regardless of audience, deal phase, or product line. Four values, each defined the way a brand voice attribute is defined: what we mean, what it is not, and what it looks like in practice.

The four values

PE meets tech.

Ecomma sits between two categories and pulls from both. Private equity is the structural backbone: the firm earns on acquisition spread, operating uplift, and exit. Tech is what lets the firm scale the brands it owns and what powers the platform side of the offering.

Why this framing matters

The category line shapes how the firm gets compared. A pure-PE comparator (Empire Flippers, Webstreet) treats Ecomma as a marketplace or a fund and misses the operating capability. A pure-tech comparator treats Ecomma as a SaaS startup and misses the PE balance sheet. The "PE meets tech" frame captures both: a firm that owns the businesses, runs them with tech, and sells them on.

What to avoid

Six taglines and three pitches.

Taglines are short, ad-ready phrases. Pitches are length-controlled prose for use in calls, decks, and email intros. None of these is canonical yet. The set carries both buyer-facing and seller-facing cuts; treat them as a menu and pick by audience.

Tagline options

Three pitches at length

12 words

Ecomma buys, operates and sells high-upside DTC brands to individual investors. Use in: meta description, twitter bio, sponsorship credits.

30 seconds

Ecomma acquires high-upside DTC brands in the 290K to 780K revenue band, operates them through a four-phase playbook, and sells to individual investors deal by deal. When the buyer wants ownership without operations, Ecomma keeps running the brand for them through Ecomma Operate. Brokers list and walk away. Aggregators warehouse. We operate, before and after the sale. Use in: cold email opener, podcast intro, first slide of an investor deck.

Two minutes

Ecomma acquires high-upside DTC brands, typically in the 290 thousand to 780 thousand dollar annual revenue range, and operates them. Most of the field either lists brands as a broker or warehouses them inside a fund. Neither model runs the businesses. We do. The four-phase playbook is stabilize, systems, margin, scale, and it runs on every brand we buy. We sell each operated brand to an individual investor deal by deal. The investor gets a real, cash-flowing asset that has already been put through a clean operating cycle. The seller gets a clean exit, with no success fee. For buyers who want ownership without operations, we offer something the rest of the field does not: we keep running the brand after the sale through Ecomma Operate. The buyer keeps ownership; the operating bench stays on. The firm makes money on the markup at sale and on Ecomma Operate fees thereafter. Over time, the parts of the playbook that are currently human-effort-intensive will be replaced by software the firm builds and runs internally first, then exposes to buyers as Ecomma.ai. That is the recurring-revenue and SaaS-handoff arc behind the firm's plan. The firm is roughly 35 people across ten nationalities, and the agency arm runs paid media for every brand we own. That is how we know the operating capability is real before we ever buy. Use in: sales call deep-dive, cold-outbound long form, podcast appearance prep.

The team is the asset.

The capability that distinguishes Ecomma from the rest of the field is not the deal flow, it is the operating bench. The "we run them" claim is load-bearing only because there is a transition team, a portfolio operations team, and a paid media bench that can be assigned to a newly acquired brand within the first week of close.

This section is not the org chart. The functional breakdown of who does what is held separately. What follows is the brand-relevant rule: how to represent the team in external copy without overclaiming.

How to talk about the team

Rule one. Lead with the operator bench, not the headcount. "A transition team, a portfolio ops team, and an in-house paid media bench" is the right shape. "Team of 35+" without context reads as marketing puff.

Rule two. Do not use the headcount number on its own as a credibility signal. The credibility signal is the function map.

Rule three. When a specific number ships externally (headcount, nationalities, function counts), it carries a source. See section 09 Rule 01.

Direct, sourced, no slop.

In a firm this size, the founder voice and the brand voice are the same surface. Anything that sounds like marketing copy will sound less like Ecomma than the founders' own words. The attributes and rules below define how Ecomma writes.

Personality, in one sentence

Ecomma is the operator at the table. Not the broker, not the warehouser, not the hype merchant. The personality is closer to a senior portfolio operator briefing the board than a founder pitching a fund: confident on what is built, blunt on what is not, allergic to filler.

Archetype

The closest fit in the standard archetype set is the Sage with operator hands. The Sage half explains the preference for evidence, sourcing and self-aware caveats. The operator half explains the bias toward concrete, executable detail over abstract framing. Neither half operates alone. The Hero archetype (transformation, victory) is wrong for Ecomma. The Magician (revolution, disruption) is wrong. The Caregiver (warmth, support) is wrong. When in doubt, ask: would a senior operator say this on a Monday morning, with the deal team in the room? If not, it is not the voice.

Voice attributes

Rules of the house

Rule 01. In external collateral (decks, one-pagers, landing pages, investor and seller documents), every number carries a source line. If the source is missing, label it "internal estimate." For internal Slack, drafts and working notes, the rule relaxes; the principle (every number has a known origin) does not.

Rule 02. Avoid em dashes, AI-tic words, and the smooth-rounded copy that signals machine origin. Examples to retire: "elevate," "unlock," "seamless," "robust," "delve into," "in today's fast-paced."

Rule 03. Long-form is the default. Prose carries the argument. Lists are for items that are genuinely parallel.

Rule 04. Disclose bias. If a recommendation is self-serving, say so in line.

Rule 05. First-person is permitted and encouraged for founder-authored content. "We" is for firm-level statements. Avoid "Ecomma" in third person inside Ecomma-authored content; that is broker-speak.

Vocabulary, do and don't

Voice samples, captured

The marketing surface doesn't yet reflect what the firm has actually built, which is the right kind of problem to have, because the hard part (an operating firm that actually buys, grows, and exits DTC brands) is already done. The fixes are about alignment, sequencing, and one missing channel.

Most of what breaks small marketing teams is not bad execution. It's bad taste decisions made with confidence. So the hiring bar is highest on judgment, then on ownership, then on craft.

Microcopy patterns

Tone matrix. Voice modulates by context.

Voice is what the firm sounds like across all contexts and is stable. Tone is how voice modulates by situation and varies. Most "voice problems" are really tone problems caused by the absence of a tone matrix. The matrix below names the contexts the firm writes for and the tone modulation each one calls for. Voice attributes do not change between rows; some lead while others recede.

The Ecomma palette.

The palette is reverse-engineered from the live ecomma.co stylesheet on 2026-04-27. It is what the website actually uses today. Treat it as the canonical system. If the website changes, this section follows.

A visual identity is the smallest sufficient set of distinctive, recognizable, system-extensible visual properties that, when applied across surfaces over time, make the brand reliably identifiable in the absence of name, context, or accompanying copy. The brand-book operating definition. The palette below, the typography system in section 11, and the logo rules in section 12 are the visual core of that system.

How the palette is structured. Three token tiers.

The palette is read in three tiers. Tier 1 names the raw colours (primitives). Tier 2 names what each colour does (semantic roles). Tier 3 names where each role is applied (component tokens). Designers and developers should pick the tier closest to their context and never reach across tiers. A Figma swatch references Tier 1; a CSS variable references Tier 2; a button background references Tier 3.

Primary

Accents

Surfaces and neutrals

Semantic

Allocation rules

The palette is not equal-weight, but the relationship is more layered than "navy primary, cyan secondary." Navy is the structural colour: logo, body copy, default link, headline anchors. Cyan is the emphasis colour: primary CTA fills, callout pills, and the highlighted phrase inside the hero H1 ("grow & exit"). Across the live homepage above the fold, cyan covers roughly four times more chromatic area than navy. Across the full page they reconverge to roughly three-to-two cyan-to-navy. Read this as: navy carries the brand's voice, cyan is where it raises that voice. Growth green is reserved for genuinely positive deltas, never for decoration.

Method: headless Chromium screenshot of ecomma.co at 1440px wide, then pixel buckets (cyan = blue>180, green>150, red<160; navy = blue>80 with red and green both under 120 and at least 30 below blue). Above-fold sample: 324k pixels, cyan 30.86% of chromatic area vs navy 7.24%. Full-page sample: 3.37M pixels, cyan 13.11% vs navy 8.74%.

Three faces. One job each.

Display set in Fraunces. Running text and UI in Inter. Mono in JetBrains Mono. All three are loaded directly from Google Fonts. Office-document fallbacks (Cambria for display, Calibri for body, Consolas for mono) hold the pairing where Google Fonts cannot render.

Why Fraunces, not Playfair Display. Playfair carried the v0.2.x system. The swap to Fraunces is intentional: Fraunces is a variable serif with an optical-sizing axis (set at large display sizes by the browser), and the resulting glyphs read as more contemporary while still distinct from generic SaaS sans-serif systems. The change keeps the navy-led, serif-display posture that small-PE firms are recognisable for, without the now-overused Playfair fingerprint. Settled 2026-04-28.

The three faces

Weight ladder

Type scale

Fallbacks (Office documents)

Where Google Fonts cannot be embedded (.pptx, .docx, email signatures), use the Office-safe pair below. The pairing has been chosen to keep the same proportional rhythm.

Two-colour wordmark with light and dark variants.

The Ecomma wordmark is a horizontal lockup at roughly 4:1, set in a heavy sans with a cyan accent on the leading "E" and the bracketing apostrophes. Two variants ship: a dark variant for light surfaces (near-black letters with cyan accent) and a light variant for dark surfaces (white letters with cyan accent). Both ship as SVG (canonical) and PNG (fallback), all with fully transparent backgrounds. Place the asset directly on the surface. No white card.

Variants

Dark variant · on white

Dark variant · on soft tint #F6F9FC

Light variant · on primary navy

Light variant · on brand blue

Clear space

Keep clear space around the wordmark equal to at least the cap-height of the wordmark itself. The dashed cyan rule below shows the minimum.

Minimum sizes

Things to do, things to avoid

A 4-pixel base, with sensible jumps.

Spacing is built on a 4-pixel base. The token ladder doubles or 1.5x's at each step. The result is a small set of spacings that are easy to remember and easy to defend in review.

Spacing tokens

Radii

Layout grid

The standard layout is a fixed sidebar with a flexible content column. Content max-width is 920px for prose, 1280px for layouts that need to show multiple side-by-side artefacts. Below 900px, the sidebar collapses above the content.

How the system shows up.

The system has to hold across three surfaces: the marketing website, internal documents (decks and memos), and paid creative. Each surface uses a slightly different cut of the same parts. The rules below are the cuts.

Internal documents (decks, memos)

Default to white. Use a 4-point brand blue vertical bar to the left of slide titles. Skip horizontal accent lines under titles. Section dividers go full-bleed in primary navy with the display face.

Title bar motif

Section divider

KPI callouts

Numbers in the display face, in brand blue. Sub-labels in muted by default. Growth green is for a celebrated win only, not for any positive delta. Do not put numbers behind a coloured tile unless the tile carries semantic meaning.

Headline metrics on the live site (50+ acquisitions, varying revenue figures) are intentionally not used in this demo because the live site presents inconsistent statements across pages. Resolve that before promoting any of them into the brand book.

Tables and matrices

Header rows in brand blue. Alternating row tint at #F6F9FC. Hairline at #E5E7EB. Mono in cells only for hex values, file paths, and tokens, never for narrative copy.

Paid and organic creative

The default is light. Dark variants are sanctioned (the live site has a .dark CSS block) but secondary. When a creative needs to read as Ecomma at first glance, brand blue plus the wordmark plus the display face is the minimum signal. Cyan is a highlight, never a wallpaper.

Common mistakes seen on real surfaces

Patterns observed on live Ecomma surfaces. Keep what's working. Avoid what isn't.

Line icons, not glyphs.

Ecomma is a private equity firm, not a SaaS product. Icons should clarify a function or a step, never carry decorative load. The default is a small set of line icons matched to the typography weight, used sparingly.

Style rules

Subject matter

Restrict the icon set to what the firm actually does. The four-phase playbook (stabilize, systems, margin, scale), the buyer and seller funnels, the operator bench. Avoid lifestyle iconography (rocket ships, lightbulbs, handshakes) and avoid generic finance shorthand (gold bars, suitcases, charts going up and to the right).

Where icons appear

Icons are appropriate in three places: navigation aids inside the sidebar of the brand book and internal tools, step markers inside the four-phase playbook diagram, and small inline indicators in microcopy (a single check, a single cross, a single arrow). Outside those three, default to typography.

Source library

Use a single open-license line icon set, customised to the stroke and radius rules above. Tabler Icons or Phosphor Light are reasonable starting points. Once chosen, pin a version. Do not mix sets.

Charts that read at a glance.

A PE firm sells with numbers. Charts should be readable without a key, defensible on the source line, and consistent across decks, web and case studies.

Color allocation

Default delta colour is brand blue, not growth green. The system was over-using green for any positive number, which dilutes the colour where it actually carries meaning. From v0.3.0, growth green is reserved for a deliberately celebrated win (a successful exit, a milestone metric on the homepage), not for routine month-over-month upticks.

Chart-type rules

Bar charts are the default for category comparisons. Horizontal bars when there are more than four categories or long labels. Single-series bars in brand blue. Multi-series bars in brand blue, deep blue, lighter muted, in that order.

Line charts are the default for time series. One line at a time when possible. If multiple series, the Ecomma series is the only one in brand blue at full weight. Comparison series are in lighter muted at lower weight.

Stacked anything is reserved for composition over time. Otherwise avoid; readers cannot judge non-baseline series accurately.

Pies and donuts are not used. Replace with a labelled bar.

Tables are preferred over charts for fewer than five data points.

Typography in charts

Titles in Inter 14px semibold ink. Axis labels and ticks in Inter 11-12px lighter muted. Numbers inside or above bars in Inter 13px semibold ink. Source line in JetBrains Mono italic 10-11px lighter muted, bottom-left of the chart container.

Mandatory elements

Every chart that ships externally has: a title, a date or period range, a unit on the y-axis, an explicit source line. Charts without a source line do not ship.

Common mistakes to avoid

• Truncated y-axes that exaggerate a delta. Start at zero unless the chart annotates the truncation.
• 3D anything. Bar charts, pie charts, axis tilts. All flat, all the time.
• Gradients across a single series. Solid fills only.
• Color used as the only differentiator. Always pair color with weight, position or label.
• Decorative grid backgrounds. Hairline gridlines or no gridlines.

Four pillars. Operator point of view.

The editorial point of view sits inside what the firm actually does. Posts that fall outside these four pillars should not ship under the Ecomma name.

The four pillars

What the pillars are not

Not lifestyle. Not generic startup advice. Not productivity content, not founder-life content, not motivation. Not roundups. Not anonymous "industry insights" that could come from any source. If a post would be just as believable from a competitor, it does not ship under Ecomma.

Cadence target

Approved company descriptions.

Pre-approved boilerplate copy for press releases, partner sites, event sponsorships, and any external surface that needs a standard one-line, one-paragraph or two-paragraph description. Do not edit on the fly. If a surface needs a variation, request one from the marketing team.

One line (50 words or fewer)

Ecomma acquires high-upside DTC brands, operates them through a four-phase playbook, sells deal by deal to individual investors, and continues operating the brand for buyers who want ownership without operations.

One paragraph (75 to 110 words)

Ecomma acquires high-upside DTC brands, operates them through a four-phase playbook (stabilize, systems, margin, scale), and sells to individual investors deal by deal. Where most of the field either lists brands as a broker or warehouses them inside a fund, Ecomma operates the brands. For buyers who want ownership without operations, Ecomma Operate continues running the brand on the buyer's behalf after the sale; this is how the firm earns recurring revenue. The operator bench (transition, portfolio operations, paid media) is the differentiator.

Two paragraph (200 to 260 words)

Ecomma acquires high-upside DTC brands, typically profitable and in the 290 thousand to 780 thousand dollar annual revenue range, operates them through a four-phase playbook (stabilize, systems, margin, scale), and sells deal by deal to individual investors. The investor receives a real, cash-flowing asset that has been put through a clean operating cycle. The seller receives a clean exit, with no success fee.

Where most of the field either lists brands as a broker or warehouses them inside a fund, Ecomma operates. The firm's operator bench includes a transition team that handles first-week handoff, a portfolio operations team that owns day-to-day, and an in-house paid media bench that rebuilds Meta, Google and TikTok during the systems phase. The agency arm runs paid media for every brand the firm owns, which is how the firm validates operating capability before any acquisition. For buyers who want ownership without the operating load, Ecomma Operate continues running the brand on the buyer's behalf after the sale; over time, the firm intends to expose the underlying playbook to buyers as software through Ecomma.ai. Operate is the firm's recurring revenue today; Ecomma.ai is the SaaS handoff direction.

Two ways to look at the same firm.

The Ecomma offer can be read along two axes. By offering, the firm sells three things: Core (buying and selling brands), AI (the tech platform, starting with Ecomma.ai), and Data (first-party data from owned brands; roadmap, not active). By audience, the firm serves three groups: Buyers, Sellers, and Operate clients. Both cuts are true; both belong in external surfaces.

The flow, end to end

Seller hands the brand to Ecomma. Ecomma operates it through the four-phase playbook. Ecomma sells the operated brand to a Buyer. For Buyers who want continuity, Ecomma Operate keeps running the marketing side after the sale. Operate plays in two distinct places, and the work it does in each is different.

Operate runs the four-phase playbook: Stabilize · Systems · Margin · Scale.

Cut 1 · By offering

What the firm sells, sliced by what it actually is. Three lines, not all live yet.

Cut 2 · By audience

Who the firm sells to, sliced by the relationship. Same firm, three different surfaces.

Ecomma Operate

What it is. Ecomma Operate is the firm's product. A tech-enabled operating capability that runs a DTC brand on the owner's behalf. People are still in the loop; the work is led by the bench and accelerated by the tech stack (Ecomma.ai today, more platform pieces over time). Operate is not an agency. It is a productised operating service.

Where it plays. Two distinct placements, and copy must keep them separate:

1. Between buy and sell · Product + Marketing. While Ecomma owns the brand. The team rebuilds product fundamentals (catalog, pricing, site, supply, ops) and scales the brand through marketing. This is the differentiator that lifts exit value. The four-phase playbook (stabilize, systems, margin, scale) is the substance.
2. After the sale · Marketing only. The buyer keeps the brand. Ecomma Operate continues running the marketing side on the buyer's behalf for an ongoing fee. Product work stops at the sale. This is the firm's recurring-revenue line and the long-term path to the SaaS handoff via Ecomma.ai.

Why this is strategic. Operate converts a one-shot acquisition markup into a multi-quarter or multi-year revenue stream. It is also what a hands-off buyer (Audience 1a) actually wants: ownership of a real cash-flowing asset without the operating load.

How to talk about it. Use "Ecomma Operate" as a single product name. The master wordmark leads, "Operate" set in Inter 600 beneath. Do not call it an agency. Do not call it a managed service. Do not water down the four-phase substance. The internal paid-media bench (the work currently surfaced at /scale-your-ecommerce-brand) is part of Operate, not a separate brand.

Ecomma.ai

What it is. The platform side of Operate. Today, an internal toolset that powers the operating bench: marketing automation, attribution, lifecycle, ops glue. The technology that makes Operate "tech-enabled" rather than agency-style.

Where it is going. The end-state is software the firm builds and runs internally first, then hands to the buyer at sale. The buyer keeps the brand and uses Ecomma.ai to operate it without rebuilding the stack. That is the SaaS handoff direction in section 02 Vision.

Visual treatment. Master wordmark followed by ".ai" set in JetBrains Mono at the same cap-height. Cyan accent on the dot, never on the master letters. Use only on dark surfaces in this revision; the cyan-on-light rendering is too aggressive for the rest of the system. See section 12 for the cyan-on-cyan rule that still applies.

How to talk about it. Until specific capabilities ship, do not promise them. Reference Ecomma.ai as "the platform that powers Ecomma Operate." Avoid generic "AI-powered" copy. See section 20 for the anti-claim rule.

Brand architecture decision. Endorsed.

Brand architecture is the question of how a parent organisation structures its branded offerings to be legible to buyers, investors, and internal teams. Four canonical models exist: branded house, house of brands, endorsed, and hybrid. The choice has compounding effects, so it gets named explicitly here rather than left implicit.

Lock-up rules

What Ecomma does not say about itself.

Most brand books list what the brand stands for. The harder, more useful list is what the brand will not claim. Ecomma is an operating firm in a category full of category-claim inflation; the discipline is to leave certain claims to others.

The four anti-claims

How to substitute for an anti-claim

When an anti-claim is broken in copy

Treat any of the four phrases above as an editorial flag during review, not a hard block. If the writer can defend the claim with a specific, sourced artefact, allow it. If not, rewrite. Marketing review owns this decision.

What we owe the buyer, the seller, and the reader.

A private equity firm sells trust before it sells anything else. The voice rules in section 09 set tone. The honesty constraints below set obligations. They apply to every surface the firm publishes and every conversation a partner has under the firm's name.

The five constraints

Constraint 01 · Numbers carry sources.

Every figure that ships externally carries a source line, in italic mono, at the bottom of the surface. Internal estimates are labelled "internal estimate." Inferences are labelled "inferred from [...]." Headline metrics that disagree across pages are not used until they are reconciled. (Section 06, Rule 01.)

Constraint 02 · Bias is named in line.

If a recommendation is self-serving, the bias is stated in the same paragraph. The reader will respect the post more, not less. Example: "this is a piece by Ecomma about why operating beats listing; treat the comparison as informed but motivated."

Constraint 03 · Coverage is described accurately.

Wire-service press release placements are not framed as editorial coverage. "As featured in" strips list only outlets where a journalist filed a story. Do not mix a paid syndication line with The New York Times in the same row.

Constraint 06 · Testimonials respect the speaker.

Currency, geography, and role copy in any testimonial match what the speaker actually said and where they actually live. (See the CA$ on a UAE testimonial issue flagged in section 14.) If the speaker cannot be quoted, the testimonial is removed, not paraphrased.

Constraint 07 · What we don't yet know is named.

Where the firm has a strong claim and weak evidence, the gap is acknowledged. "We have run this playbook on N acquisitions; the playbook has not yet been run on a brand above $X in revenue" is a stronger marketing line than a smoothed-over claim that breaks under scrutiny.

Review checklist before any external surface ships

• Every number on the surface has a source line or an "internal estimate" label.
• Every comparative claim ("unlike brokers", "unlike aggregators") names the comparator.
• Every testimonial currency and geography is consistent with the speaker.
• Every "as featured in" outlet is named because a journalist filed a story there.
• Every anti-claim phrase from section 20 has been replaced or defended.
• The page does not contradict another live page on a headline metric.

The firm sits inside two regulatory perimeters.

Ecomma is a Dubai FZCO. The buyer audience is mostly outside the UAE, and a non-trivial share lives in the United States. That distribution puts the firm inside two perimeters at once: the UAE rules that govern the FZCO, and the rules that govern marketing investment-adjacent products to people in the US (and other jurisdictions). The brand book does not give legal advice; it does set the surfaces that need legal sign-off and the language that minimises drift between sign-offs.

Two perimeters, one master surface

Surfaces that require legal sign-off before publication

• Any page or PDF that describes a specific deal a buyer can participate in.
• Any pitch deck or memo shared with a US-resident prospect.
• Any paid creative targeted to a US audience that promises returns, exits, or income.
• Any boilerplate paragraph that names a regulator or asserts a regulatory status (or lack of one).
• Any Ecomma Operate commercial term sheet that includes a performance share or carry mechanism.

Language to avoid until sign-off

The phrases below are common in DTC and PE marketing and tend to attract regulator attention when used in front of US-resident buyers. Do not ship them on US-facing surfaces without counsel sign-off. UAE-only surfaces are still subject to local rules, but the bar is different.

Disclosure footers

Any surface that describes a buyer-side product, a specific deal, or a pricing structure with a performance component carries a footer with: legal entity, jurisdiction of incorporation, the regulator(s) the firm is subject to (or a clear "not regulated as a securities firm in [jurisdictions]" if that is the position counsel approves), and a contact line for compliance enquiries. The exact footer text is set by counsel and pinned in this section once it lands.