Collateral Design
Apply a brand's defined visual system to any fixed-format piece that isn't a website — decks and presentations, one-pagers and sales sheets, social posts and graphics, blog/OG thumbnails, business cards, brochures, flyers, posters, banners, billboards, and paid ads. Use when the user mentions 'design a deck,' 'pitch deck,' 'sales deck,' 'presentation,' 'slides,' 'one-pager,' 'sales sheet,' 'leave…
Brand Strategy
Coach a client or team through defining a brand's visual identity from scratch — what it should make people feel, the muses it steals from, the distinct creative concepts, and the latitude it's allowed to flex within. Use before any creative direction, logo, or application work, or when the user mentions 'brand strategy,' 'what should our brand feel like,' 'brand workshop,' 'creative concepts,' '…
Design Principles
The universal principles behind strong visual design — across logos, brand identity, collateral, and web. Use at the start of any design work, when a design feels off but you can't name why, when judging whether a piece earns its choices, or when a brand needs to flex without breaking. Other design skills inherit these principles.
Web Design
Apply a brand's defined visual system to a real, conversion-focused website — designing and building it in custom code, with real copy given its proper emphasis. Use when the user mentions 'website design,' 'design my site,' 'build a landing page,' 'homepage,' 'marketing site,' 'product page,' 'pricing page,' 'redesign our website,' 'hero section,' or wants to ship a site. This is where the appro…
Logo Design
Design or evaluate a logo against the SAD bar — Simple, Appropriate, Distinct — always judged in context. Use when designing a new mark, refining one, or assessing whether an existing logo is any good. Triggers on 'logo,' 'wordmark,' 'brandmark,' 'mark,' 'monogram,' 'favicon/app icon,' 'is our logo good,' 'redesign our logo,' 'logo critique,' or 'logo concepts.' Reads the brand's emotional target…
Motion Design
Design and build UI motion with intent — micro-interactions, transitions, entrances, scroll and hover behavior — applying the twelve principles of animation to a brand's settled system, in custom code. Use when the user mentions 'animation,' 'motion,' 'micro-interactions,' 'hover effect,' 'transition,' 'scroll animation,' 'page-load animation,' 'make it feel alive,' 'the interactions feel off,' '…
Brand
The entry point for any brand work. Gathers the brand's existing assets itself from just a URL (crawling the site, following its links to social and press), diagnoses how much should change, routes to the right path, and gets-or-makes the brand context document every other design skill reads. Use at the start of any design project, or when the user mentions 'brand context,' 'set up the brand,' 'b…
Creative Direction
Translate a brand's strategy — its emotional target and muses — into the concrete visual system: color, typography, composition, pattern & texture, iconography, illustration, and photography, as one coherent language. Use after brand-strategy and before logo or application work, or when the user mentions 'creative direction,' 'visual identity,' 'visual system,' 'design language,' 'stylescape,' 'p…