Brand & Visual Identity

Chooses and pairs typefaces and builds a modular type scale - ratio, named roles, line heights, measure limits, and responsive values - as a complete design-system type layer. Use when someone asks "what fonts should we use", "build our type scale", "why does our typography feel inconsistent", or is establishing the typographic voice for a brand or product. Do NOT use for animated or motion typography - use kinetic-typography instead; for page-level emphasis, spacing, and layout decisions, use visual-hierarchy; for assembling the full brand book, use brand-guidelines.

Assembles a curated moodboard of 8 to 16 images plus a 150-300 word art direction statement that argues for one visual direction. Use when someone asks "build a moodboard", "set the visual direction for this brand", "get the team aligned on look and feel before design starts", or is presenting art direction to a client. Do NOT use for sourcing and licensing individual production images - use visual-asset-curation or stock-photo-finder instead; for codifying an already-approved identity into usage rules, use brand-guidelines.

Diagnoses and fixes visual hierarchy in a page, screen, or layout using ranked levers - size, weight, color, position, whitespace - and the one-focal-point-per-view rule. Use when someone asks "why does this layout feel flat", "what should the eye see first", "everything is competing on this screen", or wants the reading order of a composition made intentional. Do NOT use for a full multi-dimension design review covering usability and craft - use design-critique instead; for building the underlying type scale, use typography-system.

Generates twenty-plus brand or product name candidates across five naming archetypes, scores them against weighted criteria without averaging, and runs linguistic and memorability safety checks. Use when someone asks "help me name my startup", "is this a good product name", "generate name ideas for this feature", or is auditing an existing name for distinctiveness, strategic fit, and risk. Not a substitute for professional trademark clearance. Do NOT use for crafting the positioning the name must express - use positioning-statement instead; for briefing the visual identity around a chosen name, use logo-brief-writer.

Writes a brand guidelines document - personality traits with is/is-not definitions, voice principles, a tone-by-context matrix, writing mechanics, a say-this-not-that word list, and visual usage rules - all made concrete with do/don't examples. Use when someone asks "write our brand guidelines", "document our voice and tone", "make a style guide the whole team can follow", or teams keep producing off-brand copy and design. Do NOT use for inventing the brand name itself - use brand-naming instead; for organizing messaging by audience and claim, use messaging-hierarchy.

Designs or audits an icon set so every glyph shares one grid, stroke weight, corner language, naming convention, and export pipeline, and delivers the written icon spec engineering builds against. Use when someone asks "our icons look inconsistent", "set up an icon grid", "how should we name icons", "audit this icon set", "prep our SVGs for handoff", or is commissioning new icons and needs the rules first. Do NOT use for a single logo mark - use logo-brief-writer instead; for delivering full design specs beyond icons, use design-handoff-doc.