---
name: brand-pack
description: Generate a complete, best-practice brand identity package from scratch. Use this skill whenever a user wants to create brand guidelines, a brand pack, brand identity, style guide, brand kit, tone of voice document, or any combination of branding assets for a new or existing business. Also trigger when a user mentions needing a logo guide, color palette, typography system, or messaging framework — even if they don't use the word "brand". This skill produces a comprehensive, professional-grade output structured around industry best practices.
---

# Brand Pack Generator

Generates a complete brand identity package following industry best practice structure (based on Superside, Pentagram, and leading agency standards).

## What This Skill Produces

A full brand pack as a set of output files:

1. `brand-guidelines.md` — Master brand guidelines document
2. `brand-summary.md` — One-page brand summary (shareable with contractors/designers)
3. `color-palette.md` — Full color system with hex, RGB, CMYK values
4. `typography-system.md` — Font stack, hierarchy, and usage rules
5. `tone-of-voice.md` — Voice, tone, messaging framework, and copy examples
6. `logo-guidelines.md` — Logo usage rules, clear space, variations, misuse guide

---

## Step 1: Intake

Before generating anything, gather the following. Ask all questions in a single message — do not drip-feed them one at a time.

**Required inputs:**
- Company/brand name
- One-sentence description of what they do
- Target audience (who are their customers?)
- Industry/sector
- 3-5 words that describe the brand personality (e.g. bold, trustworthy, playful)
- Primary competitors (2-3 names if known)
- Existing colors or logo? (yes/no — if yes, ask them to describe or share)
- Preferred font style? (modern/clean, classic/serif, bold/impactful, or no preference)
- Any colors to avoid?

**Optional but useful:**
- Website URL (fetch it if provided — extract existing colors, fonts, tone)
- Inspiration brands (brands they admire aesthetically)

If the user provides a URL — their own site, a competitor brand, or an inspiration brand — dispatch the `research-assistant` specialist (with `deep-research` for site copy + visual scan, `WebFetch` available through the specialist) rather than calling `fetch` or `WebFetch` directly from this skill. The specialist returns: dominant colors (CSS or visual description), font choices, tone of copy, and any existing brand signals. Pre-fill your recommendations from the specialist's structured findings.

---

## Step 2: Generate Color Palette

Create a palette of 5-7 colors with rationale for each choice:

**Structure:**
- 1 Primary brand color (dominant, used most)
- 1-2 Secondary colors (complement primary, used for accents/CTAs)
- 1 Dark neutral (for body text, usually near-black)
- 1 Light neutral (for backgrounds)
- 1 Alert/accent color (optional, for highlights or warnings)

**For each color provide:**
- Name (e.g. "Midnight Navy")
- Hex code
- RGB values
- CMYK values (for print)
- Usage guidance (when/where to use it)
- Accessibility note (contrast ratio against white/black — flag if WCAG AA fails)

**Color psychology guidance by industry** (read `references/color-psychology.md` for full detail):
- Fintech/finance: blues, deep greens, charcoal — trustworthy, stable
- Health/wellness: greens, soft blues, warm whites — calm, clean
- Tech/SaaS: bold blues, purples, sharp accents — innovative, confident
- Creative/agency: varied, can be bolder — distinctive, expressive
- Consumer/retail: depends on positioning — warm for approachable, cool for premium

---

## Step 3: Typography System

Select a font stack with clear hierarchy:

**Levels:**
- Display/H1: Large headline font (personality, impact)
- H2/H3: Section heading font (can be same family, different weight)
- Body: Readable body font (readability is paramount)
- UI/Caption: Small text, labels, captions
- Accent: Optional — a contrasting typeface for pull quotes or callouts

Recommend proven font pairings, size scales, and font personalities that match the brand's voice and audience before making recommendations.

**Rules to follow:**
- Recommend Google Fonts or Adobe Fonts (free/accessible)
- Limit to 2 typeface families maximum
- Provide pixel/pt sizes for each level (desktop and mobile)
- Include line-height and letter-spacing recommendations
- Note: serif for authority/tradition, sans-serif for modern/clean, mono for tech

**Output format per font:**
- Font name + weight
- Use case
- Size scale (H1 → caption)
- Pairing rationale

---

## Step 4: Logo Guidelines

Since this is a text-based brand pack (no actual logo file), produce a **Logo Usage Guide** that specifies:

- Primary logo description and intended construction
- Logo variants: horizontal, stacked, icon-only, wordmark-only
- Clear space rule: minimum padding = height of the logo's capital letter on each side
- Minimum size: 24px digital / 0.75 inch print
- Approved color versions: full color, reversed (white on dark), single color black, single color white
- Background rules: which backgrounds are approved
- Misuse examples (describe, don't show): don't stretch, don't recolor outside palette, don't add drop shadows, don't place on busy backgrounds without clear space

---

## Step 5: Tone of Voice

Structure this as a practical, usable guide — not abstract principles.

**Sections:**

### Brand Personality
3-5 core personality traits, each with:
- The trait
- What it means in practice
- What it is NOT (to prevent misinterpretation)

### Voice (stable) vs Tone (variable)
- Voice = how you always sound (consistent)
- Tone = how you adapt for context (varies)

### Tone by scenario
Provide guidance for at least 4 scenarios:
- Website homepage / hero copy
- Social media
- Customer support / error messages
- Sales / outreach emails
- (Add industry-specific ones as relevant)

### Writing rules
- Sentence length preference (short/punchy vs longer/considered)
- Active vs passive voice
- Use of jargon (avoid/embrace/explain)
- Contractions? (formal vs informal)
- Emoji? (never/occasionally/freely)
- Oxford comma? (yes/no)

### Copy examples
For each tone scenario, provide 2 examples:
- One that embodies the brand voice correctly
- One that violates it (marked clearly as wrong)

---

## Step 6: Brand Guidelines Master Document

Compile everything into `brand-guidelines.md` with this structure:

```
# [Brand Name] Brand Guidelines

## 1. Brand Foundation
- Mission
- Vision  
- Values (3-5)
- Brand promise (one sentence)
- Positioning statement

## 2. Logo & Visual Identity
- [Link/reference to logo-guidelines.md]
- Summary of key rules

## 3. Color Palette
- [Link/reference to color-palette.md]
- Primary usage rules

## 4. Typography
- [Link/reference to typography-system.md]
- Key hierarchy summary

## 5. Tone of Voice
- [Link/reference to tone-of-voice.md]
- Core voice traits (3 bullet points)

## 6. Photography & Imagery Style
- Subject matter guidance
- Treatment/filters (clean/editorial/warm/cool)
- Things to avoid

## 7. Graphic Elements
- Any patterns, textures, or shapes that extend the brand
- Icon style (outlined/filled/rounded/sharp)
- Illustration style if applicable

## 8. Brand in Use
- Website application notes
- Social media application notes
- Document/presentation notes
- Business card guidance

## 9. What Not To Do
- 5-8 specific, concrete misuse examples
```

---

## Step 7: Brand Summary (One-Pager)

Create `brand-summary.md` — a concise reference card for designers, contractors, and team members:

```
# [Brand Name] — Brand Quick Reference

**What we do:** [one sentence]
**Who we serve:** [audience]
**Our personality:** [3 words]

## Colors
| Name | Hex | Use |
|------|-----|-----|
| ... | ... | ... |

## Fonts
- Headlines: [Font, weight, size]
- Body: [Font, weight, size]

## Voice
[3 bullet points]

## Key rules
- Always: ...
- Never: ...
```

---

## Output Instructions

- Create all files in `/mnt/user-data/outputs/brand-pack/[brand-name]/`
- Use clean markdown formatting throughout
- Be specific — avoid vague guidance like "use professionally". Give concrete rules.
- Where you make creative choices, briefly note the rationale
- After creating all files, present them to the user with a brief summary of the key creative decisions made

---

## Quality Checklist

Before finishing, verify:
- [ ] Color palette has hex + RGB + CMYK for every color
- [ ] Accessibility: at least primary text color passes WCAG AA on white background
- [ ] Typography has sizes for all heading levels
- [ ] Tone of voice has at least 4 scenario examples
- [ ] Logo guidelines includes misuse section
- [ ] Brand summary fits on one page
- [ ] All files are consistent with each other (same colors, same voice)