diff --git a/ui/src/App.tsx b/ui/src/App.tsx
index f240defc..371bde42 100644
--- a/ui/src/App.tsx
+++ b/ui/src/App.tsx
@@ -1,4 +1,5 @@
 import { Navigate, Outlet, Route, Routes, useLocation, useParams } from "@/lib/router";
+import { VOCAB } from "@paperclipai/branding";
 import { useQuery } from "@tanstack/react-query";
 import { Button } from "@/components/ui/button";
 import { Layout } from "./components/Layout";
@@ -56,8 +57,8 @@ function BootstrapPendingPage({ hasActiveInvite = false }: { hasActiveInvite?: b
         <h1 className="text-xl font-semibold">Instance setup required</h1>
         <p className="mt-2 text-sm text-muted-foreground">
           {hasActiveInvite
-            ? "No instance admin exists yet. A bootstrap invite is already active. Check your Paperclip startup logs for the first admin invite URL, or run this command to rotate it:"
-            : "No instance admin exists yet. Run this command in your Paperclip environment to generate the first admin invite URL:"}
+            ? `No instance admin exists yet. A bootstrap invite is already active. Check your ${VOCAB.appName} startup logs for the first admin invite URL, or run this command to rotate it:`
+            : `No instance admin exists yet. Run this command in your ${VOCAB.appName} environment to generate the first admin invite URL:`}
         </p>
         <pre className="mt-4 overflow-x-auto rounded-md border border-border bg-muted/30 p-3 text-xs">
 {`pnpm paperclipai auth bootstrap-ceo`}
diff --git a/ui/src/pages/InviteLanding.tsx b/ui/src/pages/InviteLanding.tsx
index 6d412aa8..fb60dec9 100644
--- a/ui/src/pages/InviteLanding.tsx
+++ b/ui/src/pages/InviteLanding.tsx
@@ -1,4 +1,5 @@
 import { useEffect, useMemo, useState } from "react";
+import { VOCAB } from "@paperclipai/branding";
 import { useMutation, useQuery, useQueryClient } from "@tanstack/react-query";
 import { Link, useParams } from "@/lib/router";
 import { accessApi } from "../api/access";
@@ -193,7 +194,7 @@ export function InviteLandingPage() {
           )}
           {(onboardingSkillUrl || onboardingSkillPath || onboardingInstallPath) && (
             <div className="mt-3 space-y-1 rounded-md border border-border bg-muted/30 p-3 text-xs text-muted-foreground">
-              <p className="font-medium text-foreground">Paperclip skill bootstrap</p>
+              <p className="font-medium text-foreground">{VOCAB.appName} skill bootstrap</p>
               {onboardingSkillUrl && <p className="font-mono break-all">GET {onboardingSkillUrl}</p>}
               {!onboardingSkillUrl && onboardingSkillPath && <p className="font-mono break-all">GET {onboardingSkillPath}</p>}
               {onboardingInstallPath && <p className="font-mono break-all">Install to {onboardingInstallPath}</p>}
@@ -229,10 +230,10 @@ export function InviteLandingPage() {
       <div className="rounded-lg border border-border bg-card p-6">
         <h1 className="text-xl font-semibold">
           {invite.inviteType === "bootstrap_ceo"
-            ? "Bootstrap your Paperclip instance"
+            ? `Bootstrap your ${VOCAB.appName} instance`
             : companyName
               ? `Join ${companyName}`
-              : "Join this Paperclip company"}
+              : `Join this ${VOCAB.appName} ${VOCAB.company.toLowerCase()}`}
         </h1>
         <p className="mt-2 text-sm text-muted-foreground">
           {invite.inviteType !== "bootstrap_ceo" && companyName
diff --git a/ui/src/pages/IssueDetail.tsx b/ui/src/pages/IssueDetail.tsx
index b9471c43..0ab8d88b 100644
--- a/ui/src/pages/IssueDetail.tsx
+++ b/ui/src/pages/IssueDetail.tsx
@@ -1,4 +1,5 @@
 import { useEffect, useMemo, useRef, useState, type ChangeEvent, type DragEvent } from "react";
+import { VOCAB } from "@paperclipai/branding";
 import { pickTextColorForPillBg } from "@/lib/color-contrast";
 import { Link, useLocation, useNavigate, useParams } from "@/lib/router";
 import { useQuery, useMutation, useQueryClient } from "@tanstack/react-query";
@@ -204,7 +205,7 @@ function ActorIdentity({ evt, agentMap }: { evt: ActivityEvent; agentMap: Map<st
     return <Identity name={agent?.name ?? id.slice(0, 8)} size="sm" />;
   }
   if (evt.actorType === "system") return <Identity name="System" size="sm" />;
-  if (evt.actorType === "user") return <Identity name="Board" size="sm" />;
+  if (evt.actorType === "user") return <Identity name={VOCAB.board} size="sm" />;
   return <Identity name={id || "Unknown"} size="sm" />;
 }
 
diff --git a/ui/src/pages/NewAgent.tsx b/ui/src/pages/NewAgent.tsx
index 69415db6..fecc14be 100644
--- a/ui/src/pages/NewAgent.tsx
+++ b/ui/src/pages/NewAgent.tsx
@@ -1,4 +1,5 @@
 import { useState, useEffect } from "react";
+import { VOCAB } from "@paperclipai/branding";
 import { useQuery, useMutation, useQueryClient } from "@tanstack/react-query";
 import { useNavigate, useSearchParams } from "@/lib/router";
 import { useCompany } from "../context/CompanyContext";
@@ -112,8 +113,8 @@ export function NewAgent() {
 
   useEffect(() => {
     if (isFirstAgent) {
-      if (!name) setName("CEO");
-      if (!title) setTitle("CEO");
+      if (!name) setName(VOCAB.ceo);
+      if (!title) setTitle(VOCAB.ceo);
     }
   }, [isFirstAgent]); // eslint-disable-line react-hooks/exhaustive-deps
 
diff --git a/ui/src/pages/NotFound.tsx b/ui/src/pages/NotFound.tsx
index bcaf3898..217d95e1 100644
--- a/ui/src/pages/NotFound.tsx
+++ b/ui/src/pages/NotFound.tsx
@@ -1,4 +1,5 @@
 import { useEffect } from "react";
+import { VOCAB } from "@paperclipai/branding";
 import { Link, useLocation } from "@/lib/router";
 import { AlertTriangle, Compass } from "lucide-react";
 import { Button } from "@/components/ui/button";
@@ -26,7 +27,7 @@ export function NotFoundPage({ scope = "global", requestedPrefix }: NotFoundPage
   const currentPath = `${location.pathname}${location.search}${location.hash}`;
   const normalizedPrefix = requestedPrefix?.toUpperCase();
 
-  const title = scope === "invalid_company_prefix" ? "Company not found" : "Page not found";
+  const title = scope === "invalid_company_prefix" ? `${VOCAB.company} not found` : "Page not found";
   const description =
     scope === "invalid_company_prefix"
       ? `No company matches prefix "${normalizedPrefix ?? "unknown"}".`
diff --git a/ui/src/pages/PluginManager.tsx b/ui/src/pages/PluginManager.tsx
index 3d422f23..4efb1552 100644
--- a/ui/src/pages/PluginManager.tsx
+++ b/ui/src/pages/PluginManager.tsx
@@ -5,6 +5,7 @@
  * @see PLUGIN_SPEC.md §9 — Plugin Marketplace / Manager
  */
 import { useEffect, useMemo, useState } from "react";
+import { VOCAB } from "@paperclipai/branding";
 import { useQuery, useMutation, useQueryClient } from "@tanstack/react-query";
 import type { PluginRecord } from "@paperclipai/shared";
 import { Link } from "@/lib/router";
@@ -74,7 +75,7 @@ export function PluginManager() {
 
   useEffect(() => {
     setBreadcrumbs([
-      { label: selectedCompany?.name ?? "Company", href: "/dashboard" },
+      { label: selectedCompany?.name ?? VOCAB.company, href: "/dashboard" },
       { label: "Settings", href: "/instance/settings/heartbeats" },
       { label: "Plugins" },
     ]);
diff --git a/ui/src/pages/PluginSettings.tsx b/ui/src/pages/PluginSettings.tsx
index 0d36b3d8..436f3974 100644
--- a/ui/src/pages/PluginSettings.tsx
+++ b/ui/src/pages/PluginSettings.tsx
@@ -1,4 +1,5 @@
 import { useCallback, useEffect, useRef, useState } from "react";
+import { VOCAB } from "@paperclipai/branding";
 import { useQuery, useMutation, useQueryClient } from "@tanstack/react-query";
 import { Puzzle, ArrowLeft, ShieldAlert, ActivitySquare, CheckCircle, XCircle, Loader2, Clock, Cpu, Webhook, CalendarClock, AlertTriangle } from "lucide-react";
 import { useCompany } from "@/context/CompanyContext";
@@ -114,7 +115,7 @@ export function PluginSettings() {
 
   useEffect(() => {
     setBreadcrumbs([
-      { label: selectedCompany?.name ?? "Company", href: "/dashboard" },
+      { label: selectedCompany?.name ?? VOCAB.company, href: "/dashboard" },
       { label: "Settings", href: "/instance/settings/heartbeats" },
       { label: "Plugins", href: "/instance/settings/plugins" },
       { label: plugin?.manifestJson?.displayName ?? plugin?.packageName ?? "Plugin Details" },
diff --git a/ui/src/pages/Routines.tsx b/ui/src/pages/Routines.tsx
index 5d8adf91..9b6b3d1f 100644
--- a/ui/src/pages/Routines.tsx
+++ b/ui/src/pages/Routines.tsx
@@ -1,4 +1,5 @@
 import { useEffect, useMemo, useRef, useState } from "react";
+import { VOCAB } from "@paperclipai/branding";
 import { useMutation, useQuery, useQueryClient } from "@tanstack/react-query";
 import { useNavigate } from "@/lib/router";
 import { ChevronDown, ChevronRight, MoreHorizontal, Play, Plus, Repeat } from "lucide-react";
@@ -155,7 +156,7 @@ export function Routines() {
     onError: (mutationError) => {
       pushToast({
         title: "Failed to update routine",
-        body: mutationError instanceof Error ? mutationError.message : "Paperclip could not update the routine.",
+        body: mutationError instanceof Error ? mutationError.message : `${VOCAB.appName} could not update the routine.`,
         tone: "error",
       });
     },
@@ -178,7 +179,7 @@ export function Routines() {
     onError: (mutationError) => {
       pushToast({
         title: "Routine run failed",
-        body: mutationError instanceof Error ? mutationError.message : "Paperclip could not start the routine run.",
+        body: mutationError instanceof Error ? mutationError.message : `${VOCAB.appName} could not start the routine run.`,
         tone: "error",
       });
     },
@@ -469,7 +470,7 @@ export function Routines() {
 
           <div className="shrink-0 flex flex-col gap-3 border-t border-border/60 px-5 py-4 sm:flex-row sm:items-center sm:justify-between">
             <div className="text-sm text-muted-foreground">
-              After creation, Paperclip takes you straight to trigger setup for schedules, webhooks, or internal runs.
+              After creation, {VOCAB.appName} takes you straight to trigger setup for schedules, webhooks, or internal runs.
             </div>
             <div className="flex flex-col gap-2 sm:items-end">
               <Button