diff --git a/README.md b/README.md
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--- a/README.md
+++ b/README.md
@@ -77,11 +77,11 @@
 
   Beauty is subjective, right?
 
-  We started from the wisdom of the crowd,
-  which comes in big part
-  from the 2.3 million lines of code of [Nixpkgs](https://github.com/NixOS/nixpkgs).
-  Then we applied the feedback of developers
-  who have used [Nix](https://nixos.org) on a day to day basis for several years.
+  We started from the original style of
+  [Nixpkgs](https://github.com/NixOS/nixpkgs),
+  and then we applied the feedback of developers
+  who have used [Nix](https://nixos.org) at scale
+  for several years.
 
 - ✔️ **Transparent**
 
diff --git a/STYLE.md b/STYLE.md
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@@ -0,0 +1,74 @@
+# Alejandra's Style Guide
+
+Alejandra's mission is to produce a **consistent style**
+that is **easy to read**
+and produces **clean diffs**.
+This means trading aggressively compact code
+for regularity and ease of modification.
+
+## If-Then-Else
+
+✅ Good:
+
+```nix
+if predicate
+then foo
+else bar
+```
+
+- The keyword at the beginning of the line
+  states clearly the meaning of the content that follows.
+- Produces a clean diff when you add more code.
+  For example: adding content to the `else`
+  only produces a diff in the `else`.
+
+❌ Bad:
+
+<!-- nixfmt -->
+
+```nix
+if predicate then foo else bar
+```
+
+- One-liners are hard to understand,
+  specially when nested,
+  or when logic gets long.
+- Adding content produces a diff in the entire `if-then-else`.
+
+✅ Good:
+
+```nix
+if something <= 2.0
+then
+  if somethingElse
+  then foo
+  else bar
+else if something <= 4.0
+then baz
+else if something <= 6.0
+then foo
+else bar
+```
+
+- It's easy to follow that there are many conditionals.
+- The indentation makes it easy to read
+  which expression is associated to each conditional.
+- Adding or modifying the branches produces a clean diff.
+
+❌ Bad:
+
+<!-- nixpkgs-fmt -->
+
+```nix
+  if cond
+  then if
+    looooooooooooooooooooooooooooooooooooooooooooooooooooong
+  then foo
+  else bar
+  else if cond
+  then foo
+  else bar
+```
+
+- It's complex to distinct the parent `if-then-else`
+  from the child `if-then-else`