- Hide complexity, never hide power.
- Make the refinery invisible — feels like a native macOS feature.
- Defaults that feel like magic (OCR on, smart Markdown, sensible naming).
- Local-first & trust-maximizing — proudly communicate privacy.
- Clarity over cleverness — human language everywhere.
- Composable & future-proof — open formats only.
Tone: calm, confident, practical. No hype, no jargon.