# Brand Kit — spec (V2)

**V2** · full scope · **Owner:** Mudita · **Updated:** 15 Jun 2026 · **V1 →** [v1 spec](brand-kit-spec.html)
**Voice detail →** [brand-voice-spec](brand-voice-spec.html) · **Grounding →** [grounding](grounding.html) · **Proto →** [V2 FTUE](brand-kit-ftue-v2.html)

---

## What it is

- A **per-workspace** kit that makes every deck come out on-brand.
- A workspace can hold **multiple kits**; **one is the workspace default** (used unless a deck picks another).
- **Pro** feature. **Brand knowledge** (the knowledge graph) is **Gold**. A design-team-built kit is a separate **paid service**.
- One kit holds **one voice**.

---

## What changed from V1

| Module | V1 | V2 |
|---|---|---|
| **Look & feel** | Typography · Colour · **Mood** · sample deck | **Typography · Colour only** (mood + deck removed) |
| **Brand voice** | personality · 5 sliders · lexicon · live preview | **personality + words only** (sliders + preview removed) |
| **Logos** | 4 context slots | **3 types × 3 contexts** (+ icon-only, + wordmark-only) |
| **Templates** | manual add + import | **4 ways in** (library · existing deck · prompt · import) |
| **Brand knowledge** | editable doc list | **greyed/locked docs + Gold knowledge-graph upsell** |
| **Org info** | fields + team (name · role) | + **team photos** |
| **Images** | library | + **default categorisation** (people · product · backgrounds) with **category filters** (default All) · **per-image description + tags editing** · re-run (credits) |

---

## Setup (FTUE)

1. Paste **company URLs** + drop files (brand book · past decks · internal docs).
2. We **extract** fonts, colours, logos, voice, org info; **scrape the whole site** for images.
3. **Live reveal** of what we found.
4. Land in a **filled, editable kit**.

*"Have us build it"* = a premium, done-for-you card → pricing.

---

## Where it lives

| Touchpoint | Job | Status |
|---|---|---|
| **Dashboard** | manage the kit (the accordion) | ✅ prototyped |
| **Creation flow** | pick a kit — **switch kits or create a new one** — (+ a mood) before generating | ✅ prototyped |
| **Editor** | kit values (colour · fonts · logos) tagged in the right panel · switch kit / voice · save deck as template · **save an auto-theme as a kit** | ▢ to design |

> **Creation flow — pick, switch, or create.** The prompt carries the active kit as a pale, kit-coloured
> band on the prompt box (see `brand-kit-creation-prompt.html`). From there the user must be able to
> **switch to any other workspace kit** *or* **create a new brand kit** — "New brand kit" hands off to the
> set-up / FTUE flow. Both paths are required, not just selection.

> **Editor — the kit surfaces in the right panel.** Colour palette, font pairing and logos **already live**
> in the editor's right-side panel. The V2 work is to **tag** which of those come from the brand kit — so
> the user sees a "from your kit" marker and can snap any value back to a kit value in one tap.

---

## Auto-theme from the prompt (Brand Fetch)

Every deck lands on an **applied theme — kit or no kit.** Independent of whether a brand kit is selected, at
generation we read the **prompt**: if it **names a company**, we call **Brand Fetch** (external service) for
that company's **logo + colour palette**, then auto-pick a **mood blueprint** (1 of ~50) to fit. That's a
**custom theme**, assembled on the fly.

```
prompt names a company ─► Brand Fetch ── logo + colour palette ──┐
                                                                 ├─► applied theme ─► shown atop the editor
mood blueprint (auto-picked, 1 of ~50) ──────────────────────────┘    (their brand colour · logo · mood)
```

- In the editor the user sees this as the **applied theme** at the top — brand colour, logo and mood already in place.
- They can **edit it, add to it, and save it as a brand kit** — promoting the one-off auto-theme into a persistent, reusable kit (same shape as any other kit).
- So a brand kit can be **born in the editor** from an auto-theme, not only set up up-front via FTUE.

> **Same theme model both ways.** A kit applied up-front and a Brand-Fetch auto-theme produce the same thing
> on the deck — kit colour / fonts / logo over an auto-picked mood. The only difference is **persistence**:
> a kit is saved and reusable; an auto-theme is a one-off until the user saves it.

---

## Mood (V2)

Mood is **not stored on the kit** — it's resolved per deck, and it **drives the palette**.

```
company industry      ┐
positioning           ├─►  system AUTO-PICKS a mood  ─►  COLOUR PALETTE generated to fit it
content type          ┘    (1 of ~50 presets)            (# of colours · light vs dark theme)
```

1. The system **auto-picks a mood** from the company's **industry** (+ positioning, content type) — e.g. an agency leans bold, finance leans restrained.
2. The kit's **colour palette is generated to fit that mood** — moods differ in **how many colours** they need and whether they're **light- or dark-themed**.
3. Both stay editable: the user can recolour the palette (a kit module) and change the mood per deck.

---

## The kit at a glance

```
BRAND KIT
├─ Look & feel ──── Typography · Colour
├─ Brand voice ──── Who we are / are not · Words we use / avoid
├─ Logos ───────── Full lockup · Icon only · Wordmark only   (each: light · dark · mono)
├─ Templates ───── library · existing deck · prompt · import
├─ Brand knowledge  (Gold) ── documents → knowledge graph
├─ Org info ─────── company details + team (with photos)
└─ Images ──────── library, auto-categorised (people · product · backgrounds) · filter on top (default All)
```

---

## Modules — what each holds + what you can do

Everything is **edit-in-place** with full create / update / delete and an inviting empty state.

| Module | Holds | Edit (C · U · D) |
|---|---|---|
| **Typography** | title + body font | swap font · remove a face · add one back |
| **Colour** | ordered palette | click a swatch to recolour · add · remove |
| **Brand voice** | personality + words | see voice table ↓ |
| **Logos** | 3 types × {light · dark · mono} | each slot **fetched from docs** or **uploaded** · replace · remove |
| **Templates** | saved / imported decks | add via library · existing deck · prompt · import · remove |
| **Brand knowledge** | documents (Gold) | add docs · the **graph itself is Gold** (locked until upgrade) |
| **Org info** | company fields **+ team** (name · role · **photo**) | edit · add · remove · upload a member photo |
| **Images** | media library | add · remove · **open an image to edit its description + tags** · re-run categorisation (credits) |

> **Images run one default categorisation pass** into **people · product · backgrounds**, pulled from
> each asset's **alt / meta tags and the surrounding HTML** in the artifact it was extracted from. New
> uploads land **Uncategorised** until the next run; **re-run categorisation** costs credits.
> Categories are **filters on top** (All · People · Product · Backgrounds · Uncategorised, each with a
> count) — **All is the default**; the library shows one grid, filtered in place.
> **Click any image** to view and edit its auto-generated **description + tags** (and re-assign its category).

---

## Brand voice (V2) — two halves  ·  *background → [brand-voice-spec](brand-voice-spec.html)*

```
WHO WE ARE          WHO WE ARE NOT          WORDS WE USE        WORDS WE AVOID
3–5 attribute chips · the anti-attributes   ·   favour list   ·   ban list
```

- **No dimension sliders, no live preview** (both removed in V2).
- Just **personality** (who we are / are not) and **lexicon** (words we use / avoid).

---

## Logos (V2)

```
              On light     On dark      Monochrome
Full lockup     ▣            ▣             ＋
Icon only       ＋           ＋            ＋
Wordmark only   ▣            ＋            ＋
```

- **No auto-generation.** We fetch what we can from the user's docs (▣); the rest the user uploads (＋).
- Three **types** — full lockup · icon only · wordmark only — each on **light**, **dark**, and **monochrome**.

---

## Templates (V2)

Four ways in — templates are **not** pulled from the site:

1. **Browse library** — pick from the tool's template library.
2. **Use a presentation** — mark an existing deck as a template.
3. **Start from a prompt** — generate a fresh one.
4. **Import a deck** — PPT · Google Slides · PDF.

---

## Brand knowledge (V2)

- Show the documents we already have, **greyed + locked**.
- Message: *upgrade to **Gold** and we build a **knowledge graph** from them, so the AI fetches from your grounding knowledge far more accurately.*
- Adding more documents is allowed; the **graph** is the Gold unlock.

---

## Later (not now)

- **Brand-manager role.** Today, editing a kit is gated to **workspace admins** (grounding → *Editing rights*; [brand-kit-ownership-spec](brand-kit-ownership-spec.html)). In a **later version** we may split that out into a dedicated **"brand manager"** role — so **only brand managers could update brand kits** (everyone else applies / switches kits but can't change them), instead of tying brand control to general admin. Keeps a company's brand locked down once a manager has set it. Out of current scope; flagged so the kit model leaves room for it.