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Five named aesthetic bundles (Ethereal Glass, Editorial Luxury, Soft Structuralism, Minimalist Editorial, Industrial Brutalist) with surface / typography / motion / texture specs and a profile-to-archetype decision matrix.
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Based on SOC occupation classification
Canonical CreativeBrief markdown + JSON schema, aligned 1:1 with Hydra CreativeBrief envelope. Sections cover vision, references, aesthetic, technical approach, key shots/messages, production, guardrails, approvals.
HITL gate catalog, audit-log shape, DecisionRecord schema, three-lines-of-defense mapping, v1 gate IDs (brand-consistency, regulated-claims-review, budget-cap, attribution-soundness, ip-clearance).
Audience segmentation toolkit — RFM, behavioral cohorts, JTBD, ICP for B2B, CDP/CRM integration patterns, persona archetype templates.
Brand safety and regulated-claims rulebook — toxicity/bias categories, FDA/FTC/FCA/GDPR rules, prohibited-content registry, brand-guideline enforcement, HITL escalation matrix, verdict schema.
Six industry-specific campaign playbooks — funnel stages, KPI targets, channel mix, cadence, critical gates, failure modes, blueprint examples.
Experimentation toolkit — A/B test design, sample-size from MDE+power, MAB, sequential testing, causal inference (DiD/synth-control/RDD), pitfalls, reporting template.
| name | aesthetic-archetypes |
| description | Five named aesthetic bundles (Ethereal Glass, Editorial Luxury, Soft Structuralism, Minimalist Editorial, Industrial Brutalist) with surface / typography / motion / texture specs and a profile-to-archetype decision matrix. |
| user-invocable | true |
| allowed-tools | ["Read","Glob","Grep","Write"] |
Locks visual identity for a campaign by selecting one of five named aesthetic bundles. The selection is propagated into every CreativeBrief -> ShotList -> AssetJob envelope MarketBliss hands to Hydra's creative squad. brand-narrative is the owning agent.
Why five and not infinite: a finite vocabulary forces commitment, prevents aesthetic drift across a multi-asset campaign, and gives the downstream production pipeline (ComfyUI prompts, frontend-design tokens, motion specs) a deterministic seed.
Pick ONE archetype per campaign. Sub-archetypes (e.g. "Editorial Luxury with Industrial Brutalist accent for the editorial spread") are allowed only at the asset level and must be flagged in the ShotList style_notes field.
| Dimension | Spec |
|---|---|
| Surfaces | Frosted glass, light gradients (#FAFBFC -> #E8EEF5), soft blur layers, white 60-80% opacity |
| Materials | Holographic foils, satin, brushed acrylic, soft pearl |
| Typography heading | Inter Display 300, ABC Diatype Light, or Söhne Light — wide tracking |
| Typography body | Inter 400, 16-18px, 1.6 line-height |
| Typography mono | JetBrains Mono 300 |
| Shadows | 0 1px 3px rgba(0,0,0,0.04), 0 8px 24px rgba(60,80,120,0.06) — cool, diffuse |
| Motion | easeOutExpo, 400-600ms, slight 1.02 scale on hover, no springs |
| Icons | 1.25px stroke, rounded ends, line style |
| Texture | 3-5% subtle gradient noise, no grain |
| Best fit | Wellness DTC, SaaS PLG, modern fintech, lifestyle-tech |
| Dimension | Spec |
|---|---|
| Surfaces | Deep black (#0A0A0A), ivory (#F5F1EA), brass accent (#8B6B3D), generous whitespace |
| Materials | Matte paper, embossed foil, hand-bound, vellum overlays |
| Typography heading | Canela Deck 500, GT Sectra Display 400, or Söhne Mono — serif or display |
| Typography body | Inter 400 or Tiempos Text 400, 17px, 1.5 line-height |
| Typography mono | Söhne Mono 400 |
| Shadows | 0 2px 4px rgba(0,0,0,0.08), 0 16px 48px rgba(0,0,0,0.12) — warm, contained |
| Motion | easeOutQuint, 600-900ms, deliberate, no bounce |
| Icons | 1.5px stroke, sharp terminals, monoline |
| Texture | Subtle paper grain 8% opacity, vignette on hero imagery |
| Best fit | Premium DTC, hospitality, Creative-Production, luxury Pro Services, financial wealth |
| Dimension | Spec |
|---|---|
| Surfaces | Warm off-white (#F8F5F0), terracotta (#C56F4D), sage (#7A8B6B), muted block colors |
| Materials | Textured paper, ceramic, raw linen, soft-touch laminate |
| Typography heading | GT Alpina 500, Tiempos Headline 500, or Recoleta 500 |
| Typography body | Söhne Buch 400, 16-17px, 1.55 line-height |
| Typography mono | Berkeley Mono 400 |
| Shadows | 0 4px 12px rgba(80,60,40,0.10) — warm, soft |
| Motion | spring(damping=22, stiffness=160), 500-800ms, gentle bounce |
| Icons | 2px stroke, rounded, friendly |
| Texture | 12% paper texture overlay, occasional shape blocks |
| Best fit | DTC home/food/beauty, family-brand SaaS, healthcare-consumer, hospitality |
| Dimension | Spec |
|---|---|
| Surfaces | True white (#FFFFFF), pure black (#000000), single accent (often #FF3B30 or #0066FF) |
| Materials | Glossy and matte juxtapositions, clean print |
| Typography heading | Inter 600 or Söhne Halbfett, tight tracking |
| Typography body | Inter 400, 15-16px, 1.5 line-height |
| Typography mono | Söhne Mono 400 |
| Shadows | None or 0 1px 2px rgba(0,0,0,0.06) — almost flat |
| Motion | easeInOut, 200-350ms, no decoration |
| Icons | 1.5px stroke, geometric, no flourish |
| Texture | None — pure geometry |
| Best fit | B2B SaaS, professional services (legal/consulting), tech-first DTC, AI tools |
| Dimension | Spec |
|---|---|
| Surfaces | Concrete grays (#2A2A2A, #6B6B6B), safety yellow (#FFD400), exposed grids, raw rules |
| Materials | Concrete, raw steel, kraft paper, screenprint |
| Typography heading | Söhne Breit Kräftig, Druk Wide 700, or PP Mori Bold |
| Typography body | Söhne Buch 400, 15px, 1.4 line-height |
| Typography mono | IBM Plex Mono 500 |
| Shadows | 4px 4px 0 #000 hard-offset, no blur |
| Motion | linear or stepped, 150-300ms, snap transitions |
| Icons | 2.5-3px stroke, blocky, no rounding |
| Texture | Halftone, riso grain 20%, visible grid overlays |
| Best fit | Challenger DTC, agency-of-record (Ad-Commercial), youth/streetwear, dev-tool SaaS |
Rows: industry profile. Columns: positioning quadrant (Volume-Mass / Volume-Premium / Bespoke-Mass / Bespoke-Premium).
| Profile | Volume-Mass | Volume-Premium | Bespoke-Mass | Bespoke-Premium |
|---|---|---|---|---|
| B2B SaaS | Minimalist Editorial | Minimalist Editorial | Ethereal Glass | Editorial Luxury |
| DTC E-com | Soft Structuralism | Editorial Luxury | Industrial Brutalist | Editorial Luxury |
| Professional Services | Minimalist Editorial | Editorial Luxury | Soft Structuralism | Editorial Luxury |
| Regulated | Minimalist Editorial | Ethereal Glass | Minimalist Editorial | Editorial Luxury |
| Creative-Production | Soft Structuralism | Editorial Luxury | Industrial Brutalist | Editorial Luxury |
| Ad-Commercial | Industrial Brutalist | Editorial Luxury | Industrial Brutalist | Editorial Luxury |
When archetype recommendation is ambiguous or the brand has explicit aesthetic equity that contradicts the matrix, brand-narrative documents the override rationale in the brief.
aesthetic_archetype:
primary: "editorial-luxury"
accent: null # optional, for hybrid asset
surfaces:
bg: "#0A0A0A"
fg: "#F5F1EA"
accent: "#8B6B3D"
typography:
heading: "Canela Deck 500"
body: "Inter 400"
mono: "Söhne Mono 400"
motion:
easing: "easeOutQuint"
duration_ms: 700
texture:
type: "paper-grain"
opacity: 0.08
prompt_seed: "editorial luxury, matte black background, ivory typography..."
The prompt_seed is a free-text string consumed by ComfyUI / gemini-image prompt builders inside Hydra's creative squad. Keep it under 80 words.
style_notes documentation.<AIAPP_BASE>/RLM-Creative/.claude/skills/frontend-design/ (downstream consumer).creative squad asset spec: <AIAPP_BASE>/Hydra/squads/creative/squad.yaml.