Marketing Brand

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](#mode-logo) | | Video content plan (strategy, script, storyboard, production, publish) | VIDEO | [Mode 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 |

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: phuthuycoding
• Source: phuthuycoding/moicle
• License: MIT

Install and usage instructions live in the source repository linked above.