marketing-brand

name

marketing-brand

description

Brand asset workflow with two modes — LOGO (produce a logo + brand identity specification: concepts, color palette, typography, guidelines) and VIDEO (plan video content end-to-end: strategy, script, storyboard, production spec, publishing). Use when user says "design logo", "create logo", "brand identity", "logo concept", "visual identity", "create video", "video content", "video script", "video strategy", "youtube content", "video plan".

Brand Asset Workflow

One skill for visual + motion brand assets. Pick the mode that matches your deliverable.

Pick your mode

Situation	Mode	Jump to
Logo + brand identity specification (concepts, colors, type, guidelines)	LOGO	Mode LOGO
Video content plan (strategy, script, storyboard, production, publish)	VIDEO	Mode VIDEO

• ❌ Writing blog / social / newsletter → use /marketing-content
• ❌ Full go-to-market plan (brand + content + video) → use /marketing command

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Mode LOGO

Produce a logo + brand identity specification that a designer can execute (or you can use as a direct prompt to a generative tool). Output is a brand guidelines doc, not finished art.

When to use

• ✅ Brand new identity (no existing logo)
• ✅ Rebrand / refresh of an existing logo + guidelines
• ✅ Need a deliverable spec for a designer to execute
• ❌ Just need a quick icon variation → use a design tool directly
• ❌ Video-specific visuals → Mode VIDEO

Workflow

DISCOVER → CONCEPT → DESIGN → REFINE → DELIVER

Phase 1: DISCOVER (30 min)

Discovery brief (skip what's known)

Field	Example
Name + tagline	"Acme — DevOps for indie teams"
3-5 personality adjectives	"modern, technical, irreverent, sharp, friendly"
Primary audience	"Solo / small-team backend engineers"
Industry	"Developer tools / SaaS"
Competitors (3-5)	+ 1 line each on what their logo says
Style direction (pick 1-2)	minimal / wordmark / monogram / abstract mark / illustrative / mascot
What to AVOID	"no cliché cloud icons, no gradients on the mark"
Where it lives	favicon + GitHub avatar + landing hero + dark/light + print
Color hints	"must work in single-color print + on dark UI"
Budget for the brand	"MVP — logo + 1 palette + 2 fonts" vs "full system"

Gate

• Personality adjectives captured · Competitor scan done · Style direction narrowed to 1-2 · Avoid-list captured

Phase 2: CONCEPT — propose 3 distinct directions

Same concept in 3 colors ≠ 3 concepts. Each concept must have:

## Concept {N}: {short name}
**Direction:** {wordmark / monogram / abstract mark / etc.}
**Rationale:** Why this matches brand personality + audience. Cite 2-3 adjectives.
**Differentiation:** What competitor it does NOT look like, and why that matters.
**ASCII sketch** (rough — shape, not pixel-perfect)
**Inspiration:** 2-3 reference links
**Risks:** What could go wrong (e.g., "monogram unreadable below 24px")

Variety rules: different form (wordmark vs mark vs combo) · different feel (geometric vs hand-drawn vs typographic) · different complexity.

Gate

• 3 concepts, each with rationale + differentiation + risk · User selected ONE

Phase 3: DESIGN — flesh out the chosen concept

3.1 Logo construction

• Lockup: primary (wordmark / mark / combination / stacked), secondary, icon-only (favicon, avatar)
• Geometry: grid + proportions · Clear space: minimum · Minimum size: digital (e.g. 24px) + print (e.g. 8mm)

3.2 Color palette

Primary + secondary + neutrals. Every color in HEX, RGB, HSL, CMYK (print), WCAG AA contrast vs white + black (pass/fail), Tailwind token name.

Token	HEX	RGB	HSL	Use
--brand-primary	#0F172A	15,23,42	222 47% 11%	logo, headlines
--brand-accent	#14B8A6	20,184,166	173 80% 40%	CTA, links
--neutral-fg	#1F2937	31,41,55	220 26% 14%	body text
--neutral-bg	#F8FAFC	248,250,252	210 40% 98%	page bg

3.3 Typography

1 display + 1 body font (or 1 font in 2 weights): family + fallback stack, weights, pairing rationale (1 line), license (open / Google Fonts / commercial).

3.4 Voice

3 voice attributes (e.g., "direct, witty, never corporate-speak") + 3 do / 3 don't examples.

Gate

• All lockup variants specified · Palette has WCAG notes · Typography has rationale + license · Voice has do/don't

Phase 4: REFINE

Test against real use (write down result for each):

• Favicon at 16×16 — still recognizable?
• On dark background — still works?
• Single-color print (black-only) — still readable?
• Next to 2-3 competitor logos — stands out?
• At 100% scale on hero — carries the page?

If >2 rounds of changes → consider re-concepting (Phase 2).

Gate

• All 5 scenarios tested · User approved final version

Phase 5: DELIVER — brand guidelines doc

brand-guidelines.md skeleton

# {Brand} Brand Guidelines
## Logo — lockups (SVG + PNG), clear space + min size, wrong uses
## Color — token table, usage rules, accessibility (contrast)
## Typography — stack, hierarchy (H1/H2/H3/body), web vs print
## Voice — attributes + sample headline / body / CTA copy
## Examples — 1 hero, 1 card, 1 button with the brand applied

Asset checklist (hand to designer / dev)

• logo-primary.svg + .png (1x, 2x, 4x) · logo-secondary · logo-mark
• favicon.ico (16,32,48), apple-touch-icon.png (180×180), og-image.png (1200×630)
• Social avatars: 400×400 + cover per platform (Twitter 1500×500, LinkedIn 1128×191)
• Color tokens: colors.css + tailwind.config.js snippet · Brand guidelines .md / PDF

Gate

• Guidelines doc written · Asset checklist exists · Developer-ready tokens (CSS / Tailwind) included

Hard Rules (LOGO)

• 3 distinct concepts in Phase 2 — same concept in 3 colors = lazy.
• WCAG AA contrast minimum on text colors. Mark must read at 16px — if not, redesign.
• No gradient on the primary mark — gradients don't print, fax, or embroider well.
• License-clean fonts only.

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Mode VIDEO

Plan video content end-to-end: strategy, script, storyboard, production spec, publishing schedule.

When to use

• ✅ Planning a video series or campaign (multi-video)
• ✅ Need a script + storyboard + production spec for a single video
• ✅ Repurposing existing long-form into shorts / clips
• ❌ Just need ideas, not a plan → use /brainstorm
• ❌ Writing a blog post or thread → use /marketing-content

Workflow

STRATEGY → SCRIPT → STORYBOARD → PRODUCTION → PUBLISH

Phase 1: STRATEGY

Gather brief (skip what's known)

Field	Example
Primary goal (pick 1)	brand awareness / tutorial / lead gen / community / thought leadership
Audience	"Senior backend engineers evaluating Postgres tooling"
Channels (pick ≤3)	YouTube long / Shorts / TikTok / Reels / LinkedIn / X / Twitch
Cadence	"1 long video / week + 3 shorts"
Series concept	"From-zero series: build a SaaS in 10 episodes"
Tone	"Casual, technical, no fluff"
Existing assets	brand kit URL, prior videos, channel stats

Output: 1-page strategy

## Video Strategy: {brand}
- Goal / Audience / Channels (primary marked) / Cadence / Series (2-4, each theme + episode target) / Brand (voice, colors, logo lockup)

Gate

• Goal + audience confirmed · Channels matched to where audience watches · ≥1 series concept

Phase 2: SCRIPT

Universal structure

HOOK (≤10 sec, ≤30 sec long-form): contrarian claim / surprising number / pain question / curiosity gap
INTRO (≤15 sec): what they'll get + why this person/channel
BODY: one idea per segment (≤90 sec long-form, ≤15 sec shorts); pattern interrupt every 30-45 sec
PAYOFF: the answer / demo / result
CTA (≤10 sec): one ask

Hook examples (pick a type, write 3 variants)

Type	Example
Contrarian	"Everyone tells you to write tests first. Here's why I stopped."
Number	"I shipped 47 features last quarter with 1 engineer. Here's how."
Pain question	"Your DB is slow at 100k rows? That's a config issue, not a Postgres limit."
Curiosity gap	"There's a Go feature nobody uses but it solves your timeout bug."

Script length budget

Format	Total	Hook	Body	CTA
YouTube long	8-15 min	10-30 s	7-13 min	10-30 s
Short / Reel / TikTok	30-60 s	≤3 s	25-50 s	≤5 s
LinkedIn native	1-3 min	≤5 s	50 s-2.5 min	≤10 s

Gate

• Hook tested by reading frame 1 aloud · One idea per segment · Pattern interrupt every ≤45 sec (long-form) · CTA is one ask

Phase 3: STORYBOARD

Scene table (one row per cut)

#	Time	Visual	Audio	Text overlay	Asset needed
1	0:00-0:08	Talking head, medium	Hook line	(none)	—
2	0:08-0:25	Screen recording: IDE	VO	"Step 1: install"	terminal recording

Visual rules (project-wide)

• Aspect ratio: 16:9 (YT long) / 9:16 (shorts, Reels, TikTok) / 1:1 (LinkedIn fallback)
• Captions ALWAYS burned in for shorts (most watch muted)
• Brand bug bottom-right (long-form) first 5 sec + last 10 sec · Max 2 fonts · Stick to brand palette

Gate

• One row per cut · All assets listed/sourced · Captions plan for muted viewing · Aspect ratio matches channel

Phase 4: PRODUCTION

Tech spec per channel

Channel	Resolution	FPS	Codec	Max length	Notes
YouTube long	1080p / 4K	30/60	H.264	12 h	Chapters for >5 min
YouTube Shorts	1080×1920	30/60	H.264	60 s	Vertical
TikTok	1080×1920	30/60	H.264	10 min	Caption per scene
Instagram Reels	1080×1920	30	H.264	90 s	First frame = thumbnail
LinkedIn native	1920×1080 / 1080×1080	30	H.264	10 min	Captions burned in
X (Twitter)	1280×720+	30/60	H.264	2 min 20 s	Add caption file

Audio

• Voice: -3 dBFS peak, -16 LUFS integrated · Music bed: -20 dBFS under voice, royalty-cleared
• Cuts: trim every breath / um / "so" — tight pacing matters

Pre-publish checklist

• Color graded · Audio normalized · Captions burned in (where required) + SRT for accessibility
• Thumbnail (3 variants for A/B if YouTube) · Title (≤60 chars + keyword) · Description with timestamps, CTAs, links

Gate

• Tech spec matches channel · Thumbnail tested at small size · First 3 sec works without sound

Phase 5: PUBLISH

Per-channel adaptation

• YouTube long: publish + pin comment with timestamps + first-hour engagement push
• Shorts: 3-5x/week for algorithm; don't link in description (kills reach)
• TikTok: batches at 7 PM local; respond to first 10 comments within 1 hour
• LinkedIn: native upload (don't link YouTube); first hour of work day
• X: native video; thread = video + 3-5 text takeaways

Cross-posting

Cut shorts from long-form (3-5 per long video) · convert key insight into LinkedIn carousel + X thread · embed in blog post.

Tracking

• UTM tags on description links: ?utm_source=youtube&utm_medium=video&utm_campaign={series}
• Watch: average view duration, retention curve (cliff = where to cut next), thumbnail CTR
• Iterate: kill formats with <30% retention after 3 attempts

Gate

• Adapted per channel · UTMs applied · Tracking dashboard updated

Hard Rules (VIDEO)

• Hook decides everything — if first 3 sec doesn't work, nothing after matters.
• Captions for muted viewing — most feed views are sound-off.
• One ask in the CTA — multiple CTAs = zero conversions.
• Vertical for mobile-first channels — never reupload 16:9 to TikTok / Shorts.
• Kill what doesn't work after 3 attempts.

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Related Skills

When	Use
Write content with the brand (blog / social / newsletter)	/marketing-content
Full marketing plan (brand + content + video)	/marketing command
Brainstorm video / brand topics	/brainstorm
Document brand guidelines as a doc	/docs-sync

Recommended Agents

Mode / Phase	Agent	Purpose
LOGO discover / deliver	@docs-writer	Brand brief + guidelines doc
LOGO concept / design	@clean-architect, @docs-writer	System structure + spec docs
VIDEO strategy / script	@docs-writer	Strategy brief + tighten scripts
VIDEO storyboard	@docs-writer	Scene descriptions
VIDEO production	@devops	Tech specs + encoding