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docs(brand): point every profile at the Advocacy rules #161

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docs(brand): point every profile at the Advocacy rules
angelicawill Sep 7, 2026
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chore: rule
angelicawill Sep 7, 2026
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chore: strengthen copy
angelicawill Sep 7, 2026
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Update DEV-530.md
angelicawill Sep 7, 2026
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155 changes: 128 additions & 27 deletions docs/rules/DEV-510.md
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Expand Up @@ -4,20 +4,21 @@ title: "Set Up Your Public Profiles for Holdex"
status: "active"
enforcement: "semi-automated"
severity: "warning"
depends_on: []
depends_on: ["DEV-530"]
---

## Problem

A GitHub, LinkedIn, X, or Bluesky profile that doesn't state the member's Holdex
role, or still links to outside brands, doesn't tell the market they work here
and dilutes the identity every member's profile is meant to project.
A member's public professional profiles should make their role at Holdex clear.
When those profiles use old positioning or promote unrelated companies, people
cannot tell what the member does now or how their work connects to Holdex.

## Solution

Immediately upon joining, update your GitHub, LinkedIn, X, and Bluesky profiles
to reflect your role at Holdex, and keep them exclusively promoting Holdex while
employed, no other brands or links.
Immediately upon joining, update your GitHub and LinkedIn profiles to reflect
your role at Holdex. If you use X or Bluesky professionally, update those too.
Keep every professional profile current while you work at Holdex, without links
or positioning that suggest you represent another company.

Wizard opens this as a Problem automatically when a new member is onboarded, so
the check is triggered without anyone remembering to file it. Completing the
Expand All @@ -27,33 +28,133 @@ profile fields, and confirming they match, stays manual.
Engineer at @holdex"), company set to `@holdex`, location set to `localhost`,
current time hidden, email left empty, social links to
[x.com/HoldexIo](https://x.com/HoldexIo),
[holdex.io/c/jobs](https://holdex.io/c/jobs), and
[holdex.io/works](https://holdex.io/works),
[holdex.io/jobs](https://holdex.io/jobs), and
[linkedin.com/company/holdex](https://linkedin.com/company/holdex), only
Holdex-related pinned repositories, and a public self-repo README stating your
role, contributions, and enthusiasm for Holdex.
Holdex-related pinned repositories, and a public self-repo README explaining
what you do at Holdex and linking to relevant work.

**LinkedIn**: add Holdex as your current experience, with this mandatory
description:
**LinkedIn**: add Holdex as your current experience and use the
[canonical company description in DEV-530](./DEV-530.md#holdex-on-linkedin)
verbatim. You may follow it with one sentence about what you do at Holdex or
something you have built here, preferably with a name or a number that can be
verified. Do not add retired positioning such as DeFi, RWA, Web3, or "blockchain
solutions".

> Holdex is a design and technology studio for AI and fintech companies. Hong
> Kong-based since 2016, we turn bold visions into secure, scalable products,
> driving adoption with unmatched expertise.
The headline states your role at Holdex in plain words, for example "Senior
Software Engineer at Holdex". Avoid retired verticals in it.

**X**: description states your role at @HoldexIo, link to the Holdex website or
portfolio, location set to `localhost`. Engage actively: share Holdex news and
updates, interact with the community, and tag
[@HoldexIo](https://x.com/HoldexIo).
A member who posts under their own name also sets up the profile a reader opens
after a post or a comment, in this order:

**Bluesky**: bio states your role at Holdex, link to the Holdex website or
portfolio, and follow and engage with
1. **Photo**: in focus, your face, recent, and professional enough for the
reader you want.
1. **Headline**: the outcome you create, one proof, then your title.
1. **Banner**, on a Managing Partner's profile: one line on what you build and
for whom, with a proof row under it, right-aligned so the photo does not
cover it on mobile. Use the
[partner LinkedIn cover](https://www.figma.com/design/WpSncHyBcwV6Dlut2H6XsB/Marketing?node-id=1867-1240&t=n6VYnpuExbDCTBo4-1)
on LinkedIn.
1. **About**: who you help, the problem, what Holdex does about it, the proof
with names and numbers, and what to do next. The first sentence names the
reader and their problem, because it is the only part LinkedIn shows before
"see more".
1. **Featured**: three items, in order: one build story with numbers, your best
on-positioning post, one external proof such as a talk or press mention.

The reference profile is the CEO's,
[/in/zolotokrylin](https://www.linkedin.com/in/zolotokrylin/), quoted in full in
the Reference below.

**X, when used professionally**: description states your role at @HoldexIo, link
to the [Holdex works page](https://holdex.io/works), and set the location to
`localhost`. Share Holdex news and updates when relevant, interact with the
community, and tag [@HoldexIo](https://x.com/HoldexIo).

**Bluesky, when used professionally**: bio states your role at Holdex and links
to the [Holdex works page](https://holdex.io/works). Follow and engage with
[Holdex's Bluesky presence](https://bsky.app/profile/holdex.io).

### Acceptance Criteria

- [ ] GitHub profile matches every field in the Solution
- [ ] LinkedIn lists Holdex as current experience with the mandatory
description, verbatim
- [ ] X profile states the role, links to Holdex, and sets location to
`localhost`
- [ ] Bluesky profile states the role, links to Holdex, and follows Holdex's
Bluesky presence
- [ ] LinkedIn lists Holdex as the current role with the mandatory description,
verbatim
- [ ] No profile field describes Holdex with retired positioning (DeFi, RWA,
Web3, blockchain solutions) or a positioning of its own
- [ ] A member who posts under their own name has a clear recent photo, a
headline in the order outcome, proof, title, an About that opens on the
reader's problem, and three Featured items
- [ ] If the member uses X professionally, the profile states the role, links to
Holdex, and sets the location to `localhost`
- [ ] If the member uses Bluesky professionally, the profile states the role,
links to Holdex, and follows Holdex's Bluesky presence

### Reference

The company description already explains what Holdex is. The optional personal
line should tell a visitor what this member actually does and what they can
trust them with. Name a product or repository when it helps, and include a
result only when it is verified. Do not fill the space with a tool inventory,
internal process language, or generic enthusiasm.

A useful line does not need a metric or a list of technologies. For example:

> I take early product ideas from rough sketches to working software.

If the entry already includes real work with verified numbers, keep that proof
after the mandatory description. While you represent Holdex, drop the "open to
work" badge, the "LinkedIn helped me get this job" line, and any headline text
about another company.

The full reference is Vadim's own profile. His headline:

> I build AI and fintech products with founders, from prototype to production
> | $140M+ raised by the companies we built | Managing Partner, Holdex

His banner reads "Building fintech and AI products with founding teams since
2017", with Clearpool, Truflation, Hex Trust, Canton Network, and $140M+ raised
underneath. His About:

> I build and scale AI and fintech startups through Holdex, the design and
> technology studio I founded in Hong Kong in 2017.
>
> Our portfolio includes Clearpool, Truflation, and TRUF.NETWORK. The companies
> we've helped build have raised more than
> $140M, and Clearpool has originated more than $960M in institutional loans.
>
> I work across product and technology, from the first decisions through launch
> and growth. I also share what I learn about running the studio, managing
> teams, and evolving how we work with AI. If you're building in AI or fintech,
> let's talk.

On GitHub, the bio gets 160 characters, which is enough:

> Full-stack Engineer at @holdex
>
> Design and Software Engineer at @holdex, a design and technology studio for AI
> and fintech startups.

The profile README lives in your self-named repo. Its opening still needs to
work in five seconds: lead with what you want to be known for, then point to one
or two things a visitor can inspect. Write about work you personally do rather
than borrowing client outcomes or lifecycle claims from the founder and company
profiles. The short Holdex descriptor provides context, but it is not the
subject. Do not repeat the full company About or turn the README into a résumé.
Skip the badges and stats widgets. For example:

> At [Holdex](https://holdex.io), a design and technology studio for AI and
> fintech startups, I design product interfaces and build them in code.
>
> [See what we've built](https://holdex.io/works).

X gives you the same 160 characters:

> Senior Software Engineer at @HoldexIo, a design and technology studio for AI
> and fintech startups.

Bluesky gives you 256 characters:

> Senior Software Engineer at Holdex, a design and technology studio for AI and
> fintech startups. I build backend systems for the products we ship with
> founders.
161 changes: 161 additions & 0 deletions docs/rules/DEV-530.md
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---
id: DEV-530
title: "Keep Holdex's Public Accounts on One Identity Line"
status: "active"
enforcement: "manual"
severity: "warning"
depends_on: []
---

## Problem

Anyone with admin on a company account can edit its bio on the platform, so the
accounts drift apart and nobody can tell which version is current.

## Solution

This rule is the only place the company-account copy and ownership are edited.
Merge a change here before changing a platform, then apply the reviewed text to
every affected account and record completion in the marketing Problem or PR that
scheduled the update. It lives in this public repo so every member, not only
marketing, can read it and check a live account against it.

Three rules shape the copy:

1. **The identity line.** Wherever a line stands alone (display name, tagline,
bio), Holdex is `Design and technology studio for AI and fintech startups`.
"Studio" answers what we are in one second.
1. **The audience.** "Startups" names the target market, while "founders" names
the people we work with. Use "companies" only when referring to portfolio
companies or reporting proof about them.
1. **Partner is shown, not claimed.** Describe the work: we build alongside the
team and stay involved after launch. Do not use "partner" as a label we award
ourselves.

Numbers follow the figure the marketing docs use. When a figure changes, update
every field that carries it in the same PR, then apply the change to the live
accounts together. The current company mark and source design files live in
[Holdex Branding](https://github.com/holdex/marketing/blob/main/docs/brand/BRANDING.md).

## Holdex on X

- Account: [@HoldexIo](https://x.com/HoldexIo)
- Owner: Mark

| Field | Canonical value |
| --- | --- |
| Handle | `@HoldexIo` |
| Display name | Holdex |
| Profile image | Current Holdex company mark |
| Header image | [Holdex X cover](https://www.figma.com/design/WpSncHyBcwV6Dlut2H6XsB/Marketing?node-id=1867-1500&t=n6VYnpuExbDCTBo4-1) |
| Bio | Design and technology studio for AI and fintech startups. $140M+ raised by companies we've helped build. @ClearpoolFin @Truflation @IthacaProtocol @Hex_Trust |
| Location | Hong Kong |
| Website | `https://holdex.io` |
| Birth date | Not set; X reserves this for the person operating the account |
| Pinned post | Best-performing recent post that matches the current identity line |

## Holdex on Bluesky

- Account: [@holdex.io](https://bsky.app/profile/holdex.io)
- Owner: Mark

| Field | Canonical value |
| --- | --- |
| Handle | `holdex.io` |
| Display name | Holdex |
| Avatar | Current Holdex company mark |
| Banner | Export the [Holdex X cover](https://www.figma.com/design/WpSncHyBcwV6Dlut2H6XsB/Marketing?node-id=1867-1500&t=n6VYnpuExbDCTBo4-1) separately and preview its crop |
| Bio | Design and technology studio for AI and fintech startups. $140M+ raised by companies we've helped build. |
| Website | `https://holdex.io` |
| Pronouns | Not set on the company account |
| Pinned post | Best-performing recent post that matches the current identity line |

Bluesky has no location field. Its banner is 3:1, but the visible crop and
avatar overlap may differ from X.

## Holdex on LinkedIn

- Account: [/company/holdex](https://www.linkedin.com/company/holdex/)
- Owner: Mark

| Field | Canonical value |
| --- | --- |
| Page name | Holdex |
| Public URL | `https://www.linkedin.com/company/holdex/` |
| Logo | Current Holdex company mark |
| Cover image | [Holdex LinkedIn cover](https://www.figma.com/design/WpSncHyBcwV6Dlut2H6XsB/Marketing?node-id=1867-1189&t=n6VYnpuExbDCTBo4-1) |
| Tagline | Design and technology studio for AI and fintech startups. $140M+ raised by companies we've helped build. |
| Website | `https://holdex.io` |
| Industry | Software Development |
| Company size | 11-50 employees |
| Company type | Privately Held |
| Founded | 2017 |
| Headquarters | Hong Kong, Hong Kong |
| Locations | Hong Kong only; keep one primary location and remove the second Hong Kong address and Bali |
| Commitments | Not set until the claims and supporting evidence are reviewed |
| Custom CTA, when available | Visit website: `https://holdex.io` |
| About | Use the canonical About below |
| Specialties | Use the canonical list below |

**About:**

> Holdex is a design and technology studio for AI and fintech startups. Founded
> in Hong Kong in 2017, we build with founders from the first product decisions
> through launch and growth.

Keep this company description verbatim wherever the full Holdex description is
required. Short profile fields use the identity line and may add the supported
$140M+ proof when space allows.

**LinkedIn specialties:** AI, Artificial Intelligence, Machine Learning,
FinTech, Payments, Digital Banking, Digital Assets, Tokenization, Product
Design, UI/UX, Software Development, Branding.

Feature the best-performing recent post that matches the current identity line.
Current positioning comes before performance.

## Holdex on GitHub

- Account: [github.com/holdex](https://github.com/holdex)
- Owner: Vadim

| Field | Canonical value |
| --- | --- |
| Organization handle | `holdex` |
| Display name | Holdex |
| Avatar | Current Holdex company mark |
| Description | Design and technology studio for AI and fintech startups. $140M+ raised by companies we've helped build. |
| Website | `https://holdex.io` |
| Location | Hong Kong |
| Public email | Leave blank until Holdex designates a monitored public inbox |
| X username | `HoldexIo` |
| Verified domain | `holdex.io` |
| Profile README | [`holdex/.github/profile/README.md`](https://github.com/holdex/.github/blob/main/profile/README.md) |
| Pinned repositories | Up to six current public repositories that best represent Holdex's work |

The GitHub profile README lives in
[`holdex/.github/profile/README.md`](https://github.com/holdex/.github/blob/main/profile/README.md).
It carries the same About text as LinkedIn, followed by links to
[holdex.io/works](https://holdex.io/works),
[holdex.io/jobs](https://holdex.io/jobs), and
[holdex/developers](https://github.com/holdex/developers).

Pin repositories that help a visitor understand Holdex's current work. Remove
stale, private, archived, or off-positioning repositories from the public set.

Member profiles follow [DEV-510](./DEV-510.md); this rule covers the company's
own accounts.

### Acceptance Criteria

- [ ] Every field and section specified for the four platforms matches the live
account
- [ ] Each bio, tagline, description, and the LinkedIn About match this rule
verbatim
- [ ] The full description says what Holdex is, who it works with, and that the
work continues from the first product decisions through growth
- [ ] Every figure on an account matches the figure in this rule
- [ ] The LinkedIn company details and single primary location match this rule
- [ ] The GitHub organization description, links, profile README, and pins match
this rule
- [ ] A change to any company account has a merged PR to this rule behind it
1 change: 1 addition & 0 deletions docs/rules/README.md
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Expand Up @@ -99,3 +99,4 @@ How members represent Holdex in public.

- [DEV-510](./DEV-510.md): set up your public profiles for Holdex
- [DEV-520](./DEV-520.md): advocate for Holdex across public channels
- [DEV-530](./DEV-530.md): keep Holdex's public accounts on one identity line
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