| name | original-design |
| description | Facilitates an interactive session that turns a product or subject into an original, internally consistent visual design language for any artifact — infographics, video storyboards, websites, or mobile app UI/UX. Use when the user wants an original design language, identity, or art direction, or when a design feels generic, derivative, 'AI-default,' or inconsistent and needs one unifying idea. Triggers on 'design language', 'art direction', 'make it original', 'visual identity', 'looks generic', 'design a world'. Produces a completed Design Language Brief (core metaphor, visual vocabulary, design DNA, signature constraint, Originality Test verdicts) saved to the project and handed off to the production skill for the chosen medium. |
Original Design
Run an interactive, question-driven session that turns a product or subject into a complete design language — a coherent visual world from which every screen, frame, icon, illustration, and animation is drawn as an "artifact" — and deliver it as a filled-in Design Language Brief. It works for any visual deliverable: an infographic, a video storyboard, a website, or a mobile app UI/UX. The governing principle: originality is not about being unique — it is about being internally consistent around one core idea. Don't ask "how do I make this look unique?"; ask "what is the visual manifestation of the core idea?" The biggest shift this skill enforces: don't design screens — design a world. Everything else is an element of that world.
When to use / when not to
- Use when the user needs an original visual identity or art direction, or an existing design reads generic/AI-default and needs one unifying idea.
- If the user needs a practical brand style guide (palette, fonts, mood for asset generation) rather than an original world →
skills/creative/creative-strategist; this skill's brief can feed that one.
- If the design language already exists and the user just needs assets → go straight to the production skill for the medium (see Phase 9).
- If the problem is UI structure/usability rather than visual identity →
skills/frontend-design/frontend-orchestrator.
How to run this skill (read first)
This is a facilitated conversation, not a form dump. Follow these rules:
- One phase at a time. Ask the focused question(s) for the current phase, wait for the answer, reflect it back in one or two sentences, then move on. Never paste all seven phases at once.
- Always offer a recommendation. For every question, propose 2–4 concrete options (with a "(recommended)" first) so the user can react instead of inventing from scratch. They can always answer freely.
- Use structured questions when the host supports them. In Claude Code, prefer the
AskUserQuestion tool for option-based phases. In other agents, ask in plain text with a short labeled option list.
- Gather live visual inspiration from the web at Phase 1.5 and Phase 6 (see references/inspiration-browsing.md). Pick the browsing method that matches the host agent.
- Capture decisions as you go into a running Design Language Brief (template at assets/design-language-brief-template.md).
- Gate on the Originality Test before producing final output. Don't skip it.
- Hand off to a production skill for the chosen medium (see references/medium-playbooks.md).
Copy this checklist into your working notes and check items off:
Design Language Progress:
- [ ] Phase 0: Frame the world (medium, subject, audience)
- [ ] Phase 1: Core metaphor (one sentence)
- [ ] Phase 1.5: Inspiration sweep (web)
- [ ] Phase 2: Visual universe (vocabulary)
- [ ] Phase 3: Design DNA (shapes / colors / motion / texture)
- [ ] Phase 4: Mascot system (if applicable)
- [ ] Phase 5: The signature constraint
- [ ] Phase 6: Cross-domain inspiration (web)
- [ ] Phase 7: Generate many concepts → pick the world
- [ ] Phase 8: Originality Test (5 questions) — GATE
- [ ] Phase 9: Write the brief + medium handoff
Phase 0 — Frame the world
Establish what you're actually making before anything visual. Ask:
- What are we creating? → infographic · video storyboard · website · mobile app UI/UX · other
- What is the product/subject, in one line?
- Who is it for, and what should they feel?
Then say the mindset shift out loud to the user: "We're not going to design screens. We're going to design a world, and your "+ medium +" will be made of artifacts from that world."
Don't stall: if the request already answers these (e.g. "an original look for my kids' math app"), reflect the answers back as assumptions in one line and move straight to Phase 1 — the interactive rule applies to the design questions, not to re-asking what the user already said.
Phase 1 — Define the core metaphor
Everything flows from the core metaphor.
Ask the unlocking question: "If this product were a physical object or place, what would it be?"
Offer seeds based on the domain (these are from the source method):
| Product type | Possible metaphor |
|---|
| Math / learning app | Toy Blocks |
| AI tutor / assistant | Wise Mentor |
| Finance / trading app | Command Center |
| Travel app | Explorer's Journal |
| Knowledge / docs app | Living Library |
Push for one metaphor, not three. Then write the one-sentence design language:
"This is a [metaphor] — so it looks like [feeling/world]."
If they can't say it in one sentence, the metaphor isn't sharp enough yet — keep refining.
Phase 1.5 — Inspiration sweep (web)
Before defining vocabulary, gather real references for the chosen metaphor and mood. Follow references/inspiration-browsing.md: browse cosmos.so, Pinterest, Savee, Dribbble, Behance, Are.na for the metaphor + mood, collect 8–15 references, and note recurring patterns (lighting, color temperature, composition, texture, shapes). Summarize the patterns back to the user before continuing.
Phase 2 — Build a visual universe
List everything that exists in that world. Those become your visual vocabulary.
With the metaphor fixed, brainstorm with the user every object, surface, character, and texture that lives in that world. Example for Living Library: Books, Shelves, Notes, Ink, Stamps, Bookmarks, Paper texture.
Then explicitly map the vocabulary onto the design layers:
| World object | Becomes |
|---|
| (e.g. Books, Stamps) | Icons |
| (e.g. Margin sketches) | Illustrations |
| (e.g. Page turn, ink bleed) | Animations / motion |
| (e.g. Shelves, cards) | UI elements / layout |
| (e.g. Ink, paper, leather) | Colors |
| (e.g. Hand-lettered headers) | Typography |
Aim for a vocabulary of 6–10 concrete elements. This list is the source of truth for everything later.
Phase 3 — Create your design DNA
Define the system rules everything will follow.
Lock four dimensions. Keep each tight — constraints here are what make it feel designed:
- Shapes — 2–3 shape families (e.g. rounded rectangles, circles, cubes)
- Colors — 3–5 core colors with names tied to the world (e.g. Deep Navy, Electric Blue, Warm Yellow, Soft Gray)
- Motion — one philosophy in a phrase (e.g. "springy & playful, with purpose")
- Texture — one language (e.g. "paper, hand-drawn, sketch-like")
Record exact hex values for colors and concrete easing/timing intent for motion so the brief is build-ready.
Phase 4 — Design a mascot system (when it fits)
A mascot gives your product a face and personality, and becomes the heart of the world.
Ask whether a mascot serves this project. It's powerful for learning, consumer, kids', and brand-led products; often skipped for enterprise/finance or minimalist tools. If yes, define:
- Who/what it is (e.g. Curious Robot, Wise Fox, Tiny Scientist, Living Constellation)
- Personality in 3 adjectives
- How it shows up across the medium (empty states, loading, onboarding, narrator in a video, guide in an infographic)
Why it matters: emotional connection, memorability, and it unifies the whole experience.
Phase 5 — Create the signature constraint
Constraints don't limit creativity. They create identity.
Define one rule the design will never break. This single decision is often what makes a language recognizable:
| Constraint | Resulting style |
|---|
| No photos allowed | clean, illustrated (Zenn-like) |
| Everything is geometric blocks | structured (math-app-like) |
| Only black, white + one accent | sharp, linear (Linear-like) |
| Every illustration must look hand-drawn | warm, human (Excalidraw-like) |
Write the constraint as an enforceable sentence: "In this world, we never ___ / we always ___."
Phase 6 — Get inspired from unrelated domains (web)
Don't copy competitors. Borrow from other worlds.
Pull inspiration from domains outside the product's category to stay fresh: Architecture, Nature, Toys, Ancient manuscripts, Science diagrams, Space missions, Industrial machinery. Use references/inspiration-browsing.md to browse 2–3 unrelated domains and extract transferable ideas (a grid system from architecture, a color story from nature, a labeling style from science diagrams). Bring back 3–5 concrete "steals."
Phase 7 — Generate many concepts, then pick the world
One core idea. Many worlds. Quantity creates the chance for brilliance.
Generate a large batch of short concept directions — each a different "world" expressing the same core idea (e.g. Museum, Spaceship, Magical Academy, Detective Board, Living Brain… aim for 20–50 one-line concepts). Most will be average; you're hunting for the one that's extraordinary.
Present them grouped, let the user react, then narrow to 1 primary direction (optionally 1–2 backups). For a big batch, you may dispatch a subagent or workflow to expand concepts, but keep the user in the selection loop.
Phase 8 — The Originality Test (GATE)
Before producing anything, run all five questions. Every answer should be "yes." If any is "no," return to the relevant phase.
- Can I explain the visual language in one sentence? (→ Phase 1)
- Does every element come from the same metaphor? (→ Phase 2)
- Can I remove the logo and still identify the product? (→ Phase 3/5)
- Would a child draw the same design language? (is it simple and clear? → Phase 3)
- Does it look like a world rather than a UI? (→ overall)
State each question and its verdict back to the user explicitly.
Phase 9 — Write the brief and hand off
Fill in assets/design-language-brief-template.md with every locked decision and save it to the user's project (suggest design-language.md). Then translate the language into the chosen medium using references/medium-playbooks.md (read it at this phase for the per-medium translation tables), and offer to invoke the matching production skill:
- Infographic / social graphic →
skills/creative/social-graphics, skills/creative/image-generation, or skills/creative/brand-asset
- Video storyboard →
skills/creative/remotion-script-writer, skills/creative/product-video, or skills/creative/creative-strategist
- Website →
skills/frontend-design/frontend-orchestrator, skills/frontend-design/design-foundation, skills/frontend-design/color-system, skills/frontend-design/typography-system
- Mobile app UI/UX →
skills/frontend-design/frontend-orchestrator, skills/frontend-design/component-architecture, skills/frontend-design/layout-system
The brief is the contract: every downstream asset must be an artifact of the world it describes.
Required output format
The deliverable is the completed brief — always the exact structure of assets/design-language-brief-template.md, every section filled, none skipped:
# Design Language Brief — [Product / Subject]
## 1. Core metaphor (the one-sentence design language)
## 2. Visual universe (6–10 vocabulary elements mapped to icons/illustrations/motion/UI/colors/type)
## 3. Design DNA (shapes · colors with hex · one motion philosophy · one texture language)
## 4. Mascot system (who/personality/where it appears — or "none" with reason)
## 5. Signature constraint ("In this world, we never ___ / we always ___")
## 6. Cross-domain inspiration (3–5 concrete steals with sources)
## 7. Chosen direction (the winning world + 1–2 backups)
## 8. Originality Test (all five questions with explicit YES verdicts)
## 9. Production notes (medium handoff: which skill, what it must obey)
Two sessions run on the same product must produce briefs with these same nine sections in this order; only the creative content differs.
Common mistakes
| Mistake | Fix |
|---|
| Dumping all 7 phases as one questionnaire | One phase at a time; reflect each answer back |
| Picking 3 metaphors "to be safe" | Force exactly one — mixed metaphors kill consistency |
| Skipping the web inspiration sweep | Real references prevent generic, AI-default output |
| No signature constraint | Without a constraint there's no identity (Phase 5 is not optional) |
| Designing screens/frames before the world | Define the world first; artifacts come last |
| Shipping without the Originality Test | The 5-question gate is mandatory |
Integration
skills/creative/creative-strategist → consumes: the brief's Design DNA (colors, texture, motion) as raw material for a practical asset-generation style guide.skills/creative/social-graphics, skills/creative/image-generation, skills/creative/brand-asset → consume: the brief; every generated asset must be an artifact of the world (repo image pipeline: docs/creative_cli.py, model fal-ai/nano-banana-pro).skills/creative/product-video, skills/creative/talking-head, skills/creative/remotion-script-writer → consume: the brief as the visual world their beats, settings, and scenes are drawn from.skills/frontend-design/frontend-orchestrator → consumes: the brief as the identity layer over its design-system skills (design-foundation, color-system, typography-system, layout-system, component-architecture).
The bottom line
Design a world. Everything else is just an element of that world. Every screen, thumbnail, image, icon, and animation should feel like an artifact from the same universe.
