Voice and language

Czech is the website's primary language. Its voice is direct, inviting, and focused on what people can create and achieve. Use short sentences, concrete verbs, and clear next steps. Address the visitor respectfully with váš / vaše, and use collaborative pojďme for invitations.

Existing copy provides the reference:

Use uppercase sparingly for small editorial labels. Keep normal copy in sentence case, preserve Czech diacritics, and use concise descriptive action labels. For English products, carry the same clarity and warmth; approved English taglines have not yet been defined.