brand-intent 0.1.4 → 0.1.6

package/README.md

@@ -17,9 +17,9 @@ Brand Intent is a set of five composable file types that encode brand knowledge
 | Layer | File | Question |
 |-------|------|----------|
 | Identity | `.identity` | Who is this brand? |
-| Brand | `.brand` | What expression intent does it derive? |
-| Format | `.format` | Where does this content appear? |
-| Purpose | `.purpose` | What is this content trying to do? |
+| Brand | `.brand` | How is it expressed? |
+| Format | `.format` | Where does it appear? |
+| Purpose | `.purpose` | What is this content for? |
 | Composition | `.composition` | How are elements composed? |
 
 ## Get started
@@ -34,7 +34,7 @@ ext install studiostoll.brand-intent-lang
 
 ### 2. Run init
 
-The CLI walks you through everything: explore the Krume bakery reference, or create your own brand from scratch. It also offers to install AI skills at the end.
+Installs the Brand Intent skill for your AI agent. The skill handles everything else: onboard your brand through a guided interview, explore the Krume bakery reference, generate and validate on-brand content.
 
 ```bash
 npx brand-intent init
@@ -46,10 +46,6 @@ npx brand-intent init
 - [Design Decisions](DESIGN.md): reasoning behind the framework
 - [intent.stoll.studio](https://intent.stoll.studio): project landing page
 
-## Relationship to Impeccable
-
-Brand Intent is complementary to [Impeccable](https://impeccable.style). Where Impeccable teaches agents *how to design well* (general craft), Brand Intent teaches them *what this brand's expression intent is* (specific identity). Together: execution quality and brand specificity.
-
 ## License
 
 MIT

package/cli/index.mjs

@@ -1,7 +1,7 @@
 #!/usr/bin/env node
 
-import { existsSync, mkdirSync, copyFileSync, readFileSync, writeFileSync, readdirSync, statSync } from 'fs';
-import { join, dirname, resolve, basename } from 'path';
+import { existsSync, mkdirSync, readFileSync, writeFileSync } from 'fs';
+import { join, dirname, resolve } from 'path';
 import { fileURLToPath } from 'url';
 import { createInterface } from 'readline';
 
@@ -11,7 +11,7 @@ const PKG_ROOT = resolve(__dirname, '..');
 
 const SKILL_FILE = join(PKG_ROOT, 'skills', 'brand-intent.md');
 
-// ── Harness detection and install paths ──
+// ── Harness detection ──
 
 const HARNESSES = [
   { id: 'claude',  label: 'Claude Code',      dir: '.claude/commands' },
@@ -27,7 +27,7 @@ function detectHarnesses(cwd) {
   });
 }
 
-// ── Readline helpers (single shared instance) ──
+// ── Readline ──
 
 let _rl;
 function rl() {
@@ -44,45 +44,7 @@ function ask(q) {
   return new Promise((res) => rl().question(q, res));
 }
 
-async function choose(prompt, options) {
-  console.log(`  ${prompt}\n`);
-  options.forEach((opt, i) => {
-    console.log(`  ${i + 1}) ${opt.label}`);
-  });
-  console.log('');
-  const answer = await ask('  Choose [1-' + options.length + ']: ');
-  const idx = parseInt(answer, 10) - 1;
-  if (idx >= 0 && idx < options.length) return options[idx].value;
-  return options[0].value;
-}
-
-async function confirm(question, defaultYes = true) {
-  const hint = defaultYes ? 'Y/n' : 'y/N';
-  const answer = await ask(`  ${question} (${hint}) `);
-  if (answer.trim() === '') return defaultYes;
-  return answer.trim().toLowerCase().startsWith('y');
-}
-
-async function input(question, defaultValue) {
-  const hint = defaultValue ? ` (${defaultValue})` : '';
-  const answer = await ask(`  ${question}${hint}: `);
-  return answer.trim() || defaultValue || '';
-}
-
-// ── File operations ──
-
-function copyDirRecursive(src, dest) {
-  mkdirSync(dest, { recursive: true });
-  for (const entry of readdirSync(src)) {
-    const srcPath = join(src, entry);
-    const destPath = join(dest, entry);
-    if (statSync(srcPath).isDirectory()) {
-      copyDirRecursive(srcPath, destPath);
-    } else {
-      copyFileSync(srcPath, destPath);
-    }
-  }
-}
+// ── Install skill ──
 
 async function installSkills(cwd) {
   if (!existsSync(SKILL_FILE)) {
@@ -94,7 +56,6 @@ async function installSkills(cwd) {
   let harnesses = detectHarnesses(cwd);
 
   if (harnesses.length === 0) {
-    // Nothing detected — ask which to install
     console.log('  Which AI tools do you use?\n');
     HARNESSES.forEach((h, i) => {
       console.log(`  ${i + 1}) ${h.label}`);
@@ -119,320 +80,51 @@ async function installSkills(cwd) {
     writeFileSync(dest, skill, 'utf-8');
     console.log(`  \u2713 ${label} \u2014 ${dir}/brand-intent.md`);
   }
-}
-
-// ── Explore the example ──
-
-function scaffoldExample(targetDir) {
-  const brandSrc = join(PKG_ROOT, 'brands', 'krume');
-  const exampleDest = join(targetDir, 'examples', 'krume');
-
-  // Copy brand files
-  copyDirRecursive(brandSrc, exampleDest);
-  console.log('  \u2713 examples/krume/krume.identity');
-  console.log('  \u2713 examples/krume/krume.brand');
-
-  // Copy one format, one purpose, one composition as starting examples
-  const examples = [
-    { layer: 'formats', file: 'instagram-4-5-feed-portrait.format' },
-    { layer: 'purposes', file: 'daily-bread.purpose' },
-    { layer: 'compositions', file: 'editorial.composition' },
-  ];
-
-  for (const { layer, file } of examples) {
-    const src = join(PKG_ROOT, layer, file);
-    if (existsSync(src)) {
-      const dest = join(exampleDest, layer, file);
-      mkdirSync(dirname(dest), { recursive: true });
-      copyFileSync(src, dest);
-      console.log(`  \u2713 examples/krume/${layer}/${file}`);
-    }
-  }
-
-  console.log(`
-  The Krume bakery is a fully commented reference implementation.
-  Read the .identity file first \u2014 it explains every decision.
-  Then look at how .brand derives expression intent from identity.
-  Formats, purposes, and compositions show the remaining three layers.`);
-}
-
-// ── Create your own brand ──
-
-async function scaffoldOwnBrand(targetDir) {
-  console.log('\n  Let\u2019s define your brand. Answer what you can \u2014 skip the rest.\n');
-
-  const brandName = await input('Brand name');
-  if (!brandName) {
-    console.error('\n  A brand needs a name. Try again.\n');
-    process.exit(1);
-  }
-
-  const brandId = brandName.toLowerCase().replace(/[^a-z0-9]+/g, '-').replace(/(^-|-$)/g, '');
-  const language = await input('Language', 'en');
-  const locale = await input('Locale', language === 'de' ? 'de-DE' : language === 'en' ? 'en-US' : `${language}-${language.toUpperCase()}`);
-
-  // Identity
-  const essence = await input('Essence \u2014 one sentence, what this brand is about');
-  const promise = await input('Promise \u2014 what people experience');
-  const tagline = await input('Tagline');
-  const archetype = await input('Archetype (e.g. craftsman, sage, rebel)');
-
-  // Voice
-  console.log('\n  Voice \u2014 how the brand speaks.\n');
-  const register = await input('Register (e.g. informal/Du, formal/Sie, casual)');
-  const persona = await input('Persona \u2014 who is speaking?');
-  const rhythm = await input('Rhythm \u2014 sentence style');
-
-  console.log('\n  Always rules \u2014 what the brand always does. One per line, empty line to stop.\n');
-  const always = await collectList();
-
-  console.log('\n  Never rules \u2014 what the brand never does. One per line, empty line to stop.\n');
-  const never = await collectList();
-
-  // Pillars
-  console.log('');
-  const primaryPillars = await input('Primary pillars (comma-separated)');
-  const secondaryPillars = await input('Secondary pillars (comma-separated)');
-  const avoidPillars = await input('Avoid topics (comma-separated)');
-
-  // Audiences
-  console.log('\n  Audiences \u2014 who the brand speaks to.\n');
-  const audiences = await collectAudiences();
-
-  // Colors
-  console.log('\n  Colors \u2014 the brand palette.\n');
-  const primaryColor = await input('Primary color (hex)', '#1a1a1a');
-  const secondaryColor = await input('Secondary color (hex)', '#4a4a4a');
-  const accentColor = await input('Accent color (hex)', '#0066cc');
-  const whiteColor = await input('Background/white (hex)', '#ffffff');
-
-  // Typography
-  console.log('\n  Typography\n');
-  const primaryFont = await input('Primary font name', 'Inter');
-  const primaryFontSource = await input('Font source (google/local)', 'google');
-
-  // ── Write .identity ──
-
-  let identity = `# ${brandId}.identity\n`;
-  if (essence) identity += `\nessence:  ${essence}\n`;
-  if (promise) identity += `\npromise:  ${promise}\n`;
-  if (tagline) identity += `\ntagline:  ${tagline}\n`;
-  if (archetype) identity += `\narchetype: ${archetype}\n`;
-
-  if (register || persona || rhythm || always.length || never.length) {
-    identity += `\nvoice\n`;
-    if (register) identity += `  register:  ${register}\n`;
-    if (persona) identity += `  persona:   ${persona}\n`;
-    if (rhythm) identity += `  rhythm:    ${rhythm}\n`;
-    if (always.length) {
-      identity += `\n  always:\n`;
-      for (const rule of always) identity += `    - ${rule}\n`;
-    }
-    if (never.length) {
-      identity += `\n  never:\n`;
-      for (const rule of never) identity += `    - ${rule}\n`;
-    }
-  }
-
-  if (primaryPillars || secondaryPillars || avoidPillars) {
-    identity += `\npillars\n`;
-    if (primaryPillars) identity += `  primary:   ${primaryPillars}\n`;
-    if (secondaryPillars) identity += `  secondary: ${secondaryPillars}\n`;
-    if (avoidPillars) identity += `  avoid:     ${avoidPillars}\n`;
-  }
 
-  for (const aud of audiences) {
-    identity += `\naudience ${aud.id}\n`;
-    identity += `  label:       ${aud.label}\n`;
-    if (aud.profile) identity += `  profile:     ${aud.profile}\n`;
-    if (aud.motivation) identity += `  motivation:  ${aud.motivation}\n`;
-    if (aud.language) identity += `  language:    ${aud.language}\n`;
-  }
-
-  writeFileSync(join(targetDir, `${brandId}.identity`), identity, 'utf-8');
-  console.log(`\n  \u2713 ${brandId}.identity`);
-
-  // ── Write .brand ──
-
-  let brand = `# ${brandId}.brand \u2014 expression intent derived from ${brandId}.identity\n\n`;
-  brand += `id:       ${brandId}\n`;
-  brand += `name:     ${brandName}\n`;
-  brand += `language: ${language}\n`;
-  brand += `locale:   ${locale}\n`;
-
-  brand += `\nbrand-colors\n`;
-  brand += `  primary:   ${primaryColor}\n`;
-  brand += `  secondary: ${secondaryColor}\n`;
-  brand += `  accent1:   ${accentColor}\n`;
-  brand += `  white:     ${whiteColor}\n`;
-
-  brand += `\ntheme Default\n`;
-  brand += `  background:     $white\n`;
-  brand += `  text-primary:   $primary\n`;
-  brand += `  text-secondary: $secondary\n`;
-  brand += `  cta:            $accent1\n`;
-  brand += `  divider:        $secondary\n`;
-
-  brand += `\nfont primary\n`;
-  brand += `  name:     ${primaryFont}\n`;
-  brand += `  fallback: sans-serif\n`;
-  brand += `  source:   ${primaryFontSource}\n`;
-
-  brand += `\ntypography headline\n`;
-  brand += `  weight:      700\n`;
-  brand += `  size:        6\n`;
-  brand += `  lineHeight:  1.15\n`;
-
-  brand += `\ntypography body\n`;
-  brand += `  weight:      400\n`;
-  brand += `  size:        2.8\n`;
-  brand += `  lineHeight:  1.5\n`;
-
-  brand += `\ntypography caption\n`;
-  brand += `  weight:      400\n`;
-  brand += `  size:        2.2\n`;
-  brand += `  lineHeight:  1.4\n`;
-
-  brand += `\ntypography label\n`;
-  brand += `  weight:      600\n`;
-  brand += `  size:        2\n`;
-  brand += `  lineHeight:  1.2\n`;
-  brand += `  uppercase\n`;
-
-  brand += `\nspacing:\n`;
-  brand += `  unit: cqmin\n`;
-  brand += `  xs: 1.5\n`;
-  brand += `  s: 2\n`;
-  brand += `  m: 3\n`;
-  brand += `  l: 5\n`;
-  brand += `  xl: 6.5\n`;
-
-  writeFileSync(join(targetDir, `${brandId}.brand`), brand, 'utf-8');
-  console.log(`  \u2713 ${brandId}.brand`);
-
-  // ── Write a starter .purpose ──
-
-  let purpose = `id:   starter\n`;
-  purpose += `name: Starter Purpose\n`;
-  purpose += `density: light\n`;
-  purpose += `palette: dynamic\n\n`;
-  purpose += `slot primary\n`;
-  purpose += `  label:      Headline\n`;
-  purpose += `  typography: headline\n`;
-  purpose += `  color:      text-primary\n`;
-  purpose += `  maxLength:  60\n`;
-  purpose += `  samples:\n`;
-  purpose += `    - Your headline here\n\n`;
-  purpose += `slot secondary\n`;
-  purpose += `  label:      Subline\n`;
-  purpose += `  typography: body\n`;
-  purpose += `  color:      text-secondary\n`;
-  purpose += `  maxLength:  120\n`;
-  purpose += `  samples:\n`;
-  purpose += `    - Supporting text goes here\n`;
-
-  const purposesDir = join(targetDir, 'purposes');
-  mkdirSync(purposesDir, { recursive: true });
-  writeFileSync(join(purposesDir, 'starter.purpose'), purpose, 'utf-8');
-  console.log(`  \u2713 purposes/starter.purpose`);
-
-  console.log(`
-  Your brand is scaffolded. Next steps:
-  - Edit ${brandId}.identity \u2014 add narratives, values, and audiences
-  - Edit ${brandId}.brand \u2014 refine colors, add themes, typography styles
-  - Replace purposes/starter.purpose with real content purposes
-  - Add formats/ and compositions/ when you\u2019re ready for layout`);
-}
-
-async function collectList() {
-  const items = [];
-  while (true) {
-    const line = await ask('  - ');
-    if (!line.trim()) break;
-    items.push(line.trim());
-  }
-  return items;
-}
-
-async function collectAudiences() {
-  const audiences = [];
-  while (true) {
-    const id = await input('Audience ID (e.g. "regulars", empty to stop)');
-    if (!id) break;
-    const label = await input(`  Label for "${id}"`);
-    const profile = await input('  Profile (demographics, behavior)');
-    const motivation = await input('  Motivation');
-    const language = await input('  Language style');
-    audiences.push({ id, label: label || id, profile, motivation, language });
-    console.log('');
-  }
-  return audiences;
-}
-
-// ── Interactive init flow ──
-
-async function interactiveInit() {
-  console.log('  Brand Intent \u2014 What a brand means. Authored, structured, shared.\n');
-
-  const folder = await input('Project folder');
-  if (!folder) {
-    console.error('\n  A project folder is required.\n');
-    process.exit(1);
-  }
-
-  const targetDir = resolve(process.cwd(), folder);
-
-  const mode = await choose('How do you want to start?', [
-    { label: 'Explore the example', value: 'explore' },
-    { label: 'Create your own brand', value: 'create' },
-    { label: 'Just install the AI skill', value: 'skill-only' },
-  ]);
-
-  // Create project directory
-  mkdirSync(targetDir, { recursive: true });
-  console.log('');
-
-  if (mode === 'explore') {
-    scaffoldExample(targetDir);
-  } else if (mode === 'create') {
-    await scaffoldOwnBrand(targetDir);
-  }
-
-  // Always install skills — they're the infrastructure
-  console.log('');
-  await installSkills(targetDir);
-
-  closeRl();
-  console.log('\n  Done. Happy branding.\n');
+  return harnesses;
 }
 
 // ── CLI entry point ──
 
 const args = process.argv.slice(2);
 const command = args[0];
+const cwd = process.cwd();
 
 const pkg = JSON.parse(readFileSync(join(PKG_ROOT, 'package.json'), 'utf-8'));
 console.log(`Brand Intent v${pkg.version}\n`);
 
-switch (command) {
-  case 'install-skills':
-    await installSkills(process.cwd());
-    closeRl();
-    break;
+if (command && command !== 'init' && command !== 'install-skills' && command !== '--help' && command !== '-h') {
+  console.log(`  Unknown command: ${command}\n`);
+}
 
-  case 'init':
-    await interactiveInit();
-    break;
+if (!command || command === '--help' || command === '-h') {
+  console.log('Usage:');
+  console.log('  brand-intent init              Install the Brand Intent skill for your AI agent');
+  console.log('  brand-intent install-skills     Same as init (alias)');
+  console.log('');
+  console.log('Example:');
+  console.log('  npx brand-intent init');
+  process.exit(0);
+}
 
-  default:
-    if (command && command !== '--help' && command !== '-h') {
-      console.log(`  Unknown command: ${command}\n`);
-    }
-    console.log('Usage:');
-    console.log('  brand-intent init              Guided setup \u2014 explore the example or create your own brand');
-    console.log('  brand-intent install-skills     Install Brand Intent skill for your AI harness');
-    console.log('');
-    console.log('Example:');
-    console.log('  npx brand-intent init');
-    break;
+// Ask for project folder
+console.log('  Brand Intent \u2014 What a brand means. Authored, structured, shared.\n');
+const folder = await ask('  Project folder (. for current directory): ');
+const targetDir = resolve(cwd, folder.trim() || '.');
+if (targetDir !== cwd) {
+  mkdirSync(targetDir, { recursive: true });
 }
+console.log('');
+
+await installSkills(targetDir);
+closeRl();
+
+console.log('\n  Done. Now open your AI agent and try:\n');
+console.log('    "Onboard my brand"');
+console.log('    "Show me the Krume bakery example"');
+console.log('\n  Skill commands:\n');
+console.log('    /brand-intent onboard     Create your brand through a guided interview');
+console.log('    /brand-intent example     Scaffold the Krume reference implementation');
+console.log('    /brand-intent validate    Validate content against your brand rules');
+console.log('    /brand-intent             Discover brand files and available purposes');
+console.log('');

package/package.json

@@ -1,6 +1,6 @@
 {
   "name": "brand-intent",
-  "version": "0.1.4",
+  "version": "0.1.6",
   "description": "An open file format specification for making brand intent machine-readable.",
   "author": "Christophe Stoll <christophe@stoll.studio>",
   "license": "MIT",

package/skills/brand-intent.md

@@ -6,6 +6,8 @@ description: Generate and validate on-brand content using Brand Intent files
 
 **Scope:** `$ARGUMENTS`
 
+> If `$ARGUMENTS` is "onboard": run the guided brand onboarding interview (see Onboarding section below).
+> If `$ARGUMENTS` is "example": scaffold the Krume bakery reference implementation into `examples/krume/` and explain what each file does.
 > If `$ARGUMENTS` names a purpose (e.g. "daily-bread", "event", "quote"): compose context from the five layers and generate content for that purpose.
 > If `$ARGUMENTS` is "validate": read the most recent generated or provided content and run the validation checklist against the brand files.
 > If `$ARGUMENTS` is empty: discover all `.identity`, `.brand`, `.purpose` files in the project, summarize the brand voice and list available purposes.
@@ -98,9 +100,6 @@ When generating content for a specific purpose, read all layers silently (do not
 
 ### Output format:
 
-For each brand that has the requested purpose:
-
-- If multiple brands exist, show the **brand name** as a heading
 - Show each **slot** with its generated content — nothing else
 - After the content, show a **compact validation summary** (pass/fail per rule, only call out failures in detail)
 
@@ -132,27 +131,115 @@ After generating or reviewing content, validate against these rules in order:
 Brand Intent files follow this structure:
 
 ```
-# Single brand
 brandname.identity
 brandname.brand
 formats/*.format
 purposes/*.purpose
 compositions/*.composition
+```
+
+To find the active brand, look for the `.identity` and `.brand` files at the project root. There is exactly one of each per project.
+
+## Onboarding: Create a New Brand
+
+When `$ARGUMENTS` is "onboard", guide the user through a structured interview to create their brand files. Do NOT jump to file creation — the interview comes first.
+
+### Interview Flow
+
+Have a natural conversation. Don't dump all questions at once — adapt based on answers. Group questions into rounds of 2-4.
+
+**Round 1: Identity**
+- Brand name? (and brand ID — lowercase, no spaces, used in filenames)
+- What does this brand do? One sentence.
+- Language? (e.g., de, en)
+- Essence — the irreducible truth in 3-8 words?
+
+Listen for tone, confidence, specificity. A founder who says "we make artisan coffee" vs "we roast single-origin in a garage in Kreuzberg" gives you very different brands.
+
+**Round 2: Voice & Personality**
+- If this brand were a person talking to a customer, who would they be?
+- Formal or informal?
+- What does this brand ALWAYS do in communication? (2-3 concrete rules)
+- What does this brand NEVER do? (2-3 concrete anti-patterns)
+
+The user will often describe what the brand is NOT before what it IS. Capture both.
+
+**Round 3: Visual Direction**
+- Describe the color palette. Hex values, or a mood? (e.g., "warm earth tones", "cold Nordic blue")
+- What fonts define this brand? (primary + body. If unknown: serif or sans-serif? Heavy or light?)
+
+If the user describes a mood: propose a palette of 4-5 colors (primary, secondary, accent1, accent2, white/background) and confirm before proceeding.
+
+**Round 4: Content & Audience**
+- Who are the 1-2 main audiences? For each: who are they, what do they want, how should you talk to them?
+- Anti-audience — someone this brand is explicitly NOT for?
+- What content topics are on-brand? (primary pillars)
+- What topics should the brand avoid?
+
+### Synthesis
 
-# Multi-brand
-brands/brandname/brandname.identity
-brands/brandname/brandname.brand
-formats/*.format           ← shared
-purposes/*.purpose         ← shared
-compositions/*.composition ← shared
+After the interview, present a Brand Brief for confirmation:
+
+```
+## Brand Brief: [Brand Name]
+ID: [brandid] | Language: [language]
+Essence: [essence]
+
+Voice: [persona], [register]
+Always: [rules]
+Never: [anti-patterns]
+
+Colors: primary [hex], secondary [hex], accent [hex], background [hex]
+Font: [primary font name]
+
+Audiences: [summaries]
+Pillars: [topics] | Avoid: [topics]
 ```
 
-To find the active brand, look for `.identity` and `.brand` files. There is exactly one of each per brand.
+Ask the user to confirm or adjust. Iterate until they're happy.
+
+### File Generation
+
+Once confirmed, generate these files at the project root:
+
+1. **`[brandid].identity`** — essence, promise, tagline, archetype, voice (register, persona, rhythm, always/never), pillars, audience blocks, anti-audience blocks. Follow the structure of the Krume reference.
 
-## Relationship to Impeccable
+2. **`[brandid].brand`** — id, name, language, locale, brand-colors, at least one theme (mapping semantic slots to color references), font blocks, typography blocks (headline, body, caption, label at minimum), spacing, dividers. Use `$name` references for theme colors.
 
-If this project also uses [Impeccable](https://impeccable.style), the two are complementary:
-- **Impeccable** teaches you how to design well (general craft)
-- **Brand Intent** teaches you what this brand's expression intent is (specific identity)
+3. **`purposes/starter.purpose`** — a starter purpose with slots that have on-brand sample content derived from the identity. Samples must be in the brand's language and respect voice rules.
+
+### Rules
+
+- **Every voice rule, value, and narrative must come from the user's answers.** Don't invent brand personality.
+- **Sample content in purposes must match the brand's language.**
+- **Don't skip the interview.** Even if the user says "just make a brand called X" — ask at least the essentials (essence, voice, colors, one audience).
+- **Typography sizes use `cqmin` units.** Use these sensible defaults unless the user specified otherwise: headline 6, body 2.8, caption 2.2, label 2.
+- **Spacing defaults:** unit cqmin, xs 1.5, s 2, m 3, l 5, xl 6.5.
+
+## Example: Scaffold the Krume Reference
+
+When `$ARGUMENTS` is "example", copy the Krume bakery reference files into `examples/krume/` in the current project. The Krume files are distributed with the npm package.
+
+Run this shell command to copy them:
+
+```bash
+node -e "
+const pkg = require.resolve('brand-intent/package.json');
+const root = require('path').dirname(pkg);
+const { cpSync, mkdirSync } = require('fs');
+const dest = 'examples/krume';
+mkdirSync(dest, { recursive: true });
+for (const d of ['brands/krume', 'formats', 'purposes', 'compositions']) {
+  const src = require('path').join(root, d);
+  try { cpSync(src, require('path').join(dest, d.replace('brands/krume', '')), { recursive: true }); } catch {}
+}
+console.log('Krume example scaffolded into examples/krume/');
+"
+```
 
-Apply both. Impeccable governs execution quality. Brand Intent governs brand specificity.
+Then explain to the user what each file does:
+- **`.identity`** — the strategic layer: essence, voice, values, audiences. Read this first.
+- **`.brand`** — derived expression: colors, themes, typography, spacing. Every decision traces back to identity.
+- **`.format`** — canvas dimensions, safe zones, grid. Where content appears.
+- **`.purpose`** — content type with semantic slots, samples, constraints. What content does.
+- **`.composition`** — spatial arrangement of slots. How elements are placed.