Blockstream product copy guides

The rebrand consolidates everything around the Blockstream master brand: sub-brands out, names chosen by function, a from-scratch design system, all copy rewritten value-first. Each package holds one product's current documented copy standards, cited to source, plus the gaps needing decisions. Review and send feedback to Brady Tinnin.

Renaming: function and value, no acronyms, lockups of three words or fewer
Design: from-scratch living design system; no legacy UI survives
Copy: value-first hierarchy, jargon out, one tone across consumer, enterprise, developer

Enterprise naming locks mid-August. Copy and design target H2 2026 alongside the Enterprise Custody, AMP GA, and Simplicity launches, without blocking them.

Consumer

Blockstream Jade

Open-source Bitcoin hardware wallet for self-custody.

Name: keeps · Identity: keeps

Blockstream App

Free, open-source multi-platform wallet for Bitcoin and Liquid.

Name: keeps · Narrative: two-phase

Blockstream Swaps

Self-custodial web app for Bitcoin and Lightning atomic swaps

Name: keeps · Placement: consumer

Blockstream Satellite

Broadcasting the Bitcoin blockchain from space, no internet required

Ownership: verify before investing

Enterprise

Blockstream Enterprise Custody

Bank-grade custody and treasury management on Bitcoin-native infrastructure

Name: interim lock · ECS retiring

Blockstream's API platform for issuing and managing digital assets on Liquid.

Name: OPEN · Decision: mid-August

Elements (LaaS)

Open source, sidechain-capable blockchain platform with Confidential Transactions and Issued Assets

Positioning: under review

Developer

Core Lightning, Greenlight & Enterprise Lightning

One package, three products: the open-source Core Lightning implementation, Greenlight, and the Enterprise Lightning managed offering.

Enterprise: interim lock · Greenlight: nuked publicly · CL: honest refresh

Bitcoin layer-2 sidechain: faster settlements, confidential transactions, asset issuance.

Name: open questions · LaaS deferred

Blockchain programming language for high-assurance smart contracts; Bitcoin Script alternative.

Recently rebranded · Low priority

Explorer API & Cryptocurrency Data Feed

Bitcoin and Liquid blockchain data API plus ICE-partnered crypto trade feed

Category: NEW (July 20)

Company-Wide Baseline

The cross-product rules every package inherits.

Voice · Terminology · Personas · Copy hierarchy