invos 1.0.0

package/kit/.agents/squads/brand/tasks/research-references.md

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+# Research References
+
+```yaml
+task:
+  task_name: "Research Brand References from Brief"
+  status: pending
+  responsible_executor: marty-neumeier
+  execution_type: Agent
+  estimated_time: "30-45min"
+  elicit: true
+
+  input:
+    - "Raw meeting brief (notes, transcript, or voice memo transcription)"
+
+  output:
+    - "Extracted brand signals"
+    - "Reference brands (aspirational + anti-references)"
+    - "Visual mood direction"
+    - "Verbal/tone references"
+    - "Competitive landscape snapshot"
+    - "Structured brief for brand-diagnosis"
+
+  action_items:
+    - step: 1
+      name: "Extract Brand Signals from Brief"
+      description: |
+        Read the raw brief and extract:
+        - Sector / category (what the company does)
+        - Target audience (who they serve)
+        - Value proposition clues (what problem they solve)
+        - Tone words the client used (adjectives, feelings, aspirations)
+        - Brands the client mentioned (positive or negative)
+        - What the client explicitly does NOT want
+        - Price positioning signals (premium, accessible, mass)
+        - Cultural context (country, language, regional nuance)
+
+        Output as structured list. No interpretation yet — just extraction.
+
+    - step: 2
+      name: "Map Brand References"
+      description: |
+        Based on extracted signals, identify:
+
+        **Aspirational References (3-5 brands):**
+        - Brands that embody the client's desired perception
+        - For each: name, sector, WHY it fits (1 sentence), key visual trait, key verbal trait
+
+        **Anti-References (2-3 brands):**
+        - Brands the client wants to avoid feeling like
+        - For each: name, WHY it's a risk (1 sentence)
+
+        **Adjacent References (2-3 brands):**
+        - Brands in neighboring categories with relevant executions
+        - Useful for cross-category inspiration without direct copy risk
+
+        Priority: use real, documented brands. If sector is niche, go adjacent.
+        Do NOT suggest generic "clean" or "modern" references — be specific.
+
+    - step: 3
+      name: "Visual Mood Direction"
+      description: |
+        Based on references and signals, define:
+
+        **Visual Tension:** one axis (e.g., "Warm precision", "Raw sophistication", "Playful authority")
+
+        **Typography Direction:**
+        - Serif vs Sans vs Mixed
+        - Formal vs Casual
+        - High contrast vs monoweight
+        - Reference typefaces (2-3 examples, not final choices)
+
+        **Color Territory:**
+        - Dominant hue family (warm / cool / neutral / chromatic)
+        - Saturation level (muted / vivid / pastel / deep)
+        - What competitors own (avoid these)
+        - 2-3 reference color palettes from existing brands
+
+        **Imagery / Texture Style:**
+        - Photography style (studio / lifestyle / editorial / illustration)
+        - Texture feel (clean digital / analog / brutalist / organic)
+
+    - step: 4
+      name: "Verbal / Tone References"
+      description: |
+        Identify brands with tone that fits:
+
+        **Tone Axes (score 1-5 on each):**
+        - Formal ←→ Casual
+        - Serious ←→ Playful
+        - Technical ←→ Accessible
+        - Understated ←→ Bold
+        - Warm ←→ Cool
+
+        **Tone References (2-3 brands):**
+        - For each: name + what their verbal identity does well that fits this client
+
+        **Voice Dos:**
+        - 3-5 things the brand voice should do
+
+        **Voice Don'ts:**
+        - 3-5 things to avoid
+
+    - step: 5
+      name: "Competitive Snapshot"
+      description: |
+        Map the client's direct competitive landscape:
+
+        | Competitor | Visual Territory | Tone | Positioning Claim | Gap/Opportunity |
+        |------------|-----------------|------|-------------------|-----------------|
+
+        Identify white space: what visual or verbal territory is unclaimed?
+        Flag if the client risks blending in with a dominant competitor visual.
+
+    - step: 6
+      name: "Output Structured Brief"
+      description: |
+        Compile everything into a structured brief ready for brand-diagnosis:
+
+        - Sector + category
+        - Target audience (primary + secondary)
+        - Value proposition hypothesis
+        - Archetype hypothesis (primary + secondary, with rationale)
+        - Visual direction summary (3 sentences max)
+        - Tone summary (3 sentences max)
+        - Top 3 aspirational references with rationale
+        - Top 2 anti-references with rationale
+        - Competitive white space identified
+
+  output_example: |
+    ## Brand Reference Research — Ótica Visão Clara
+
+    ### Extracted Signals
+    - **Sector:** Eyewear retail (prescription glasses + sunglasses)
+    - **Audience:** Adults 28-45, urban, value quality over price, tired of generic chains
+    - **Value prop clue:** "Consultative experience, not just a purchase" (client's words)
+    - **Tone words used:** sofisticado, humano, sem frescura, confiança
+    - **Client mentioned positively:** Warby Parker, a local coffee shop experience
+    - **Client mentioned negatively:** Chilli Beans ("muito barulhento"), LensaFácil ("parece plano de saúde")
+    - **Price:** Premium accessible (not luxury, not mass)
+    - **Context:** Brasil, SP, bairro Pinheiros
+
+    ### Aspirational References
+    | Brand | Sector | Why it fits | Visual trait | Verbal trait |
+    |-------|--------|-------------|-------------|--------------|
+    | Warby Parker | Eyewear | Direct-to-consumer warmth, editorial quality | Clean sans, earthy palette | Conversational, smart, no jargon |
+    | Ace & Tate | Eyewear (EU) | Premium without stiffness, sustainable narrative | Minimal, high contrast, black/white + 1 color | Direct, opinionated, cultural |
+    | Third Wave Coffee brands (e.g. Onibus) | F&B | Consultative experience feeling, local warmth | Artisanal type, texture, warm neutrals | Knowledgeable but human |
+
+    ### Anti-References
+    | Brand | Why it's a risk |
+    |-------|----------------|
+    | Chilli Beans | Loud visual identity reads as mass/youth — contradicts consultative positioning |
+    | LensaFácil | Functional/clinical aesthetic signals health plan, not premium retail |
+
+    ### Adjacent References
+    | Brand | Sector | What to borrow |
+    |-------|--------|---------------|
+    | Aesop | Skincare | Premium accessible through restraint — minimal packaging, deep editorial voice |
+    | Cusp. (bookstore) | Retail | Local authority feel, warm serif + editorial photography |
+
+    ### Visual Mood Direction
+    **Visual Tension:** "Editorial warmth"
+
+    **Typography:** Humanist serif (headlines) + neutral sans (body). High readability, not decorative.
+    References: Freight Display, Tiempos, Lyon Text.
+
+    **Color Territory:**
+    - Warm neutrals dominant (cream, sand, off-white)
+    - 1 chromatic accent (deep green or rust — both unclaimed in local eyewear)
+    - Avoid: blue (LensaFácil), black/neon (Chilli Beans)
+
+    **Imagery:** Editorial lifestyle. Real people, natural light, Pinheiros aesthetic.
+    No studio white backgrounds. No product-only shots.
+
+    ### Verbal / Tone
+    | Axis | Score |
+    |------|-------|
+    | Formal ←→ Casual | 3/5 (slightly casual) |
+    | Serious ←→ Playful | 2/5 (grounded, not playful) |
+    | Technical ←→ Accessible | 4/5 (very accessible) |
+    | Understated ←→ Bold | 2/5 (understated) |
+    | Warm ←→ Cool | 2/5 (warm) |
+
+    **Tone References:** Warby Parker (smart casual), Aesop (restrained authority)
+
+    **Voice Dos:** falar como especialista que respeita o cliente / usar frases curtas / mencionar o humano, não o produto
+    **Voice Don'ts:** jargão técnico / exclamações / superlatives (melhor, líder, número 1)
+
+    ### Competitive Snapshot
+    | Competitor | Visual | Tone | Claim | Gap |
+    |------------|--------|------|-------|-----|
+    | Chilli Beans | Loud, neon, bold | Youth, irreverent | Moda acessível | — |
+    | LensaFácil | Clean, clinical, blue | Functional | Preço e conveniência | — |
+    | Óticas Carol | Colorful, promotional | Familiar | Variedade | — |
+    | **White space** | Warm editorial | Consultative | — | Nenhuma marca ocupa premium humano em SP |
+
+    ### Structured Brief for brand-diagnosis
+    - **Sector:** Eyewear retail — premium accessible
+    - **Audience:** Adultos urbanos 28-45, SP, valorizam experiência e curadoria
+    - **Value prop hypothesis:** "A ótica que trata você como adulto inteligente"
+    - **Archetype hypothesis:** Sage (primary) + Caregiver (secondary)
+    - **Visual direction:** Editorial warmth — humanist type, warm neutrals, 1 deep accent, lifestyle photography
+    - **Tone direction:** Consultative authority — knowledgeable but never clinical, warm but never folksy
+    - **Top references:** Warby Parker, Ace & Tate, Aesop
+    - **Anti-references:** Chilli Beans, LensaFácil
+    - **White space:** Premium humano — território visual e verbal completamente aberto no mercado local
+
+  acceptance_criteria:
+    - "All 8 brand signals extracted from raw brief"
+    - "Minimum 3 aspirational + 2 anti-references with rationale"
+    - "Visual tension axis defined"
+    - "Tone scored on 5 axes"
+    - "Competitive white space identified"
+    - "Structured brief ready to feed brand-diagnosis"
+
+  veto_conditions:
+    - "References chosen without rationale → VETO"
+    - "Visual direction described only as 'clean' or 'modern' → VETO"
+    - "No competitive landscape mapped → VETO"
+    - "Structured brief missing archetype hypothesis → VETO"
+
+  handoff:
+    on_complete: "Pass structured brief to marty-neumeier for brand-diagnosis"
+    deliverable: "Reference research document + structured brief"
+```

package/kit/.agents/squads/brand/tasks/visual-identity-brief.md

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+# Visual Identity Brief
+
+```yaml
+task:
+  task_name: "Create Visual Identity Brief"
+  status: pending
+  responsible_executor: michael-johnson
+  execution_type: Agent
+  estimated_time: "1-2h"
+  elicit: true
+
+  input:
+    - "Brand strategy document"
+    - "Positioning canvas"
+    - "Selected brand name"
+    - "Brand archetype"
+
+  output:
+    - "Visual identity brief"
+    - "Typography architecture"
+    - "Color system"
+    - "Brand guidelines structure"
+
+  action_items:
+    - step: 1
+      name: "Investigate"
+      description: |
+        Review all inputs:
+        - Brand strategy (values, personality, archetype)
+        - Positioning (competitive context, differentiation)
+        - Name (what it suggests visually)
+        - Competitor visual identities (what to avoid)
+
+    - step: 2
+      name: "Define Visual Strategy"
+      description: |
+        Document:
+        - Visual personality (3-5 adjectives)
+        - Visual tension (e.g., "Modern but warm")
+        - Reference brands (NOT to copy, but for mood)
+        - What the identity should FEEL like
+        - What to AVOID (competitor patterns)
+
+    - step: 3
+      name: "Typography Architecture"
+      description: |
+        Select and specify:
+        1. Brand Typeface (personality, marketing, headlines)
+           - Category: Serif, Sans, Slab, Display
+           - Weight range needed
+           - Rationale (why this type matches the brand)
+        2. UI Typeface (legibility, product, long text)
+           - Category: usually Sans-serif
+           - Weight range
+           - Rationale
+        3. Hierarchy:
+           - H1: [size, weight, typeface]
+           - H2-H6: [specifications]
+           - Body: [size, line-height, typeface]
+           - Caption, Label: [specifications]
+
+    - step: 4
+      name: "Color System"
+      description: |
+        Build using data/color-psychology.md:
+        1. Primary (1-2 colors)
+           - Map to brand personality
+           - Check competitor differentiation
+           - Specify: HEX, RGB, HSL
+        2. Secondary (2-3 colors)
+        3. Neutral (2-3 grays/whites/blacks)
+        4. Semantic (success, error, warning, info)
+        5. Accessibility: WCAG AA contrast verified
+
+    - step: 5
+      name: "Brand Guidelines Structure"
+      description: |
+        Create the table of contents:
+        1. Brand Story & Purpose
+        2. Logo Usage Guidelines
+        3. Color Specifications
+        4. Typography Specifications
+        5. Imagery & Photography Style
+        6. Iconography
+        7. Layout & Grid System
+        8. Voice & Tone (reference)
+        9. Digital Guidelines (responsive, dark mode)
+        10. What NOT to Do
+
+  output_example: |
+    ## Visual Identity Brief — Synkra
+
+    **Visual Personality:** Precise, Forward-thinking, Warm, Technical, Human
+    **Visual Tension:** "Engineered precision with organic warmth"
+    **Avoid:** Cold corporate blue, generic SaaS gradients
+
+    ### Typography Architecture
+    | Role | Typeface | Weight | Usage |
+    |------|----------|--------|-------|
+    | Brand | Space Grotesk | 500-700 | Headlines, marketing, hero sections |
+    | UI | Inter | 400-600 | Product UI, body text, documentation |
+    | H1 | Space Grotesk 700 | 40px/48px | Page titles |
+    | Body | Inter 400 | 16px/24px | Paragraph text |
+    | Caption | Inter 400 | 12px/16px | Labels, metadata |
+
+    ### Color System
+    | Role | Name | HEX | Rationale |
+    |------|------|-----|-----------|
+    | Primary | Deep Indigo | #4338CA | Intelligence, depth, trust |
+    | Primary | Electric Teal | #0D9488 | Innovation, clarity, energy |
+    | Secondary | Warm Amber | #D97706 | Human warmth, approachability |
+    | Neutral | Slate 900 | #0F172A | Primary text |
+    | Neutral | Slate 100 | #F1F5F9 | Backgrounds |
+    | Semantic | Success | #16A34A | Confirmations |
+    | Semantic | Error | #DC2626 | Errors, destructive actions |
+
+    **WCAG AA:** All text combinations verified ≥ 4.5:1 contrast ratio.
+
+  acceptance_criteria:
+    - "Visual strategy documented with rationale"
+    - "Typography hierarchy complete (brand + UI typefaces)"
+    - "Color system with psychology mapping"
+    - "WCAG AA contrast verified"
+    - "Brand guidelines structure defined"
+
+  veto_conditions:
+    - "Colors chosen without personality rationale → VETO"
+    - "Typography without hierarchy → VETO"
+    - "No accessibility check → VETO"
+
+  handoff:
+    on_complete: "Coordinate with sagi-haviv for logo, then compile full brand book"
+    deliverable: "Visual identity brief + specifications"
+```

package/kit/.agents/squads/brand/templates/brand-book-tmpl.md

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+# Brand Guidelines — {{BRAND_NAME}}
+
+## Context
+- **Version:** {{VERSION}}
+- **Agent:** michael-johnson
+- **Last Updated:** {{DATE}}
+
+---
+
+## 1. Brand Story (2-3 pages)
+
+### Mission
+{{MISSION}}
+
+### Vision
+{{VISION}}
+
+### Values
+1. {{VALUE_1}} — {{DEFINITION}}
+2. {{VALUE_2}} — {{DEFINITION}}
+3. {{VALUE_3}} — {{DEFINITION}}
+
+### Brand Personality
+{{ONE_PARAGRAPH_PERSONALITY}}
+
+---
+
+## 2. Logo (4-6 pages)
+
+### Primary Logo
+_[Insert primary logo]_
+
+### Clear Space
+- Minimum clear space: {{X}} logo units on all sides
+- Minimum size — Print: {{MM}}mm width | Digital: {{PX}}px width
+
+### Logo Variations
+| Variation | Use Case |
+|-----------|----------|
+| Primary | Default usage |
+| Reversed | Dark backgrounds |
+| Monochrome | Single-color applications |
+| Icon only | Favicon, app icon, small spaces |
+
+### Logo DON'Ts
+_Minimum 8 examples of misuse:_
+1. [ ] Don't stretch or distort
+2. [ ] Don't change colors
+3. [ ] Don't add effects (shadows, gradients)
+4. [ ] Don't rotate
+5. [ ] Don't place on busy backgrounds
+6. [ ] Don't outline
+7. [ ] Don't rearrange elements
+8. [ ] Don't use old versions
+
+---
+
+## 3. Color System (3-4 pages)
+
+### Primary Palette
+| Color | HEX | RGB | CMYK | Pantone | Usage |
+|-------|-----|-----|------|---------|-------|
+| {{COLOR_1}} | {{HEX}} | {{RGB}} | {{CMYK}} | {{PANTONE}} | {{USAGE}} |
+| {{COLOR_2}} | {{HEX}} | {{RGB}} | {{CMYK}} | {{PANTONE}} | {{USAGE}} |
+
+### Usage Ratios
+- Primary: 60%
+- Secondary: 30%
+- Accent: 10%
+
+### Accessibility
+| Pair | Contrast Ratio | WCAG AA | WCAG AAA |
+|------|---------------|---------|----------|
+| {{TEXT}} on {{BG}} | {{RATIO}} | {{PASS/FAIL}} | {{PASS/FAIL}} |
+
+---
+
+## 4. Typography (3-4 pages)
+
+### Type Scale
+| Level | Font | Weight | Size | Line Height |
+|-------|------|--------|------|-------------|
+| H1 | {{FONT}} | {{WEIGHT}} | {{SIZE}} | {{LH}} |
+| H2 | {{FONT}} | {{WEIGHT}} | {{SIZE}} | {{LH}} |
+| Body | {{FONT}} | {{WEIGHT}} | {{SIZE}} | {{LH}} |
+| Caption | {{FONT}} | {{WEIGHT}} | {{SIZE}} | {{LH}} |
+
+### Hierarchy Examples
+_[Show typography in context, not just specimens]_
+
+---
+
+## 5. Imagery (2-3 pages)
+
+### Photography Style
+- **Subjects:** {{SUBJECTS}}
+- **Lighting:** {{LIGHTING}}
+- **Composition:** {{COMPOSITION}}
+- **Color treatment:** {{TREATMENT}}
+
+### What to AVOID
+1. {{AVOID_1}}
+2. {{AVOID_2}}
+3. {{AVOID_3}}
+
+---
+
+## 6. Voice & Tone (2-3 pages)
+
+### Voice Dimensions
+| Dimension | Score (0-10) |
+|-----------|-------------|
+| {{DIM_1}} | {{SCORE}} |
+| {{DIM_2}} | {{SCORE}} |
+
+### Tone Modulation
+| Context | Tone Adjustment |
+|---------|----------------|
+| Marketing | {{TONE}} |
+| Support | {{TONE}} |
+| Error states | {{TONE}} |
+
+### Example Copy
+- **Headline:** {{EXAMPLE}}
+- **CTA:** {{EXAMPLE}}
+- **Error message:** {{EXAMPLE}}
+
+---
+
+## 7. Digital Applications (4-6 pages)
+
+### UI Principles
+{{PRINCIPLES}}
+
+### Social Media Formats
+| Platform | Format | Specs |
+|----------|--------|-------|
+| {{PLATFORM}} | {{FORMAT}} | {{SPECS}} |
+
+---
+
+## Validation
+- [ ] All colors have HEX, RGB, CMYK, and Pantone
+- [ ] Clear space measured in logo units (not pixels)
+- [ ] Contrast ratios verified WCAG AA
+- [ ] Typography shown in context
+- [ ] Minimum 8 logo DON'Ts
+- [ ] Voice dimensions scored 0-10

package/kit/.agents/squads/brand/templates/brand-soul-canvas-tmpl.md

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+# Brand Soul Canvas — {{BRAND_NAME}}
+
+## Context
+- **Date:** {{DATE}}
+- **Agent:** emily-heyward
+- **Framework:** Obsessed (5 Pillars)
+
+---
+
+## Block 1: The Tension
+_What emotional conflict does your brand address?_
+
+**The world says:** {{CONVENTIONAL_WISDOM}}
+**But the truth is:** {{BRAND_TRUTH}}
+**The tension:** {{TENSION_STATEMENT}}
+
+---
+
+## Block 2: The Shared Enemy
+_What does your brand stand AGAINST?_
+
+**Enemy:** {{SHARED_ENEMY}}
+**Why people hate it:** {{WHY_ENEMY_MATTERS}}
+**How your brand fights it:** {{BRAND_RESPONSE}}
+
+---
+
+## Block 3: The Belief
+_What does your brand believe that others don't?_
+
+> "We believe {{BELIEF_STATEMENT}}"
+
+**This belief matters because:** {{WHY_IT_MATTERS}}
+**This belief is different because:** {{WHY_ITS_UNIQUE}}
+
+---
+
+## Block 4: The Tribe
+_Who are your believers?_
+
+- **They identify as:** {{IDENTITY}}
+- **They value:** {{VALUES}}
+- **They reject:** {{REJECTIONS}}
+- **They gather at:** {{GATHERING_PLACES}}
+
+---
+
+## Block 5: The Rituals
+_How does every touchpoint reinforce belonging?_
+
+| Touchpoint | Ritual | Feeling Created |
+|------------|--------|----------------|
+| First visit | {{RITUAL}} | {{FEELING}} |
+| Purchase | {{RITUAL}} | {{FEELING}} |
+| Unboxing | {{RITUAL}} | {{FEELING}} |
+| Support | {{RITUAL}} | {{FEELING}} |
+| Community | {{RITUAL}} | {{FEELING}} |
+
+---
+
+## Block 6: The Narrative
+_The three-act brand story_
+
+**Act 1 — The Problem:** {{PROBLEM}}
+**Act 2 — The Awakening:** {{AWAKENING}}
+**Act 3 — The Movement:** {{MOVEMENT}}
+
+---
+
+## Block 7: The Gut Test
+- [ ] Does this brand make someone FEEL something?
+- [ ] Would someone proudly wear this brand on a t-shirt?
+- [ ] Can a stranger understand the belief in 10 seconds?
+- [ ] Is the enemy clear and specific (not vague)?
+- [ ] Would the tribe self-identify without prompting?
+
+---
+
+## Handoff
+→ Next: Brand activation plan, touchpoint design, launch narrative

package/kit/.agents/squads/brand/templates/naming-brief-tmpl.md

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+# Naming Creative Brief
+
+## Brand Context
+
+**What the brand does:** {brand_description}
+**Who it's for:** {target_audience}
+**Category:** {market_category}
+**Positioning statement:** {positioning_statement}
+
+---
+
+## Brand Personality
+
+**Should feel like:** {personality_positive}
+**Should NOT feel like:** {personality_negative}
+**Brand archetype:** {brand_archetype}
+**Tone keywords:** {tone_keywords}
+
+---
+
+## Competitor Names to Avoid
+
+| Competitor | Name Style | Why Avoid |
+|------------|-----------|-----------|
+| {competitor_1} | {style_1} | {reason_1} |
+| {competitor_2} | {style_2} | {reason_2} |
+| {competitor_3} | {style_3} | {reason_3} |
+
+---
+
+## Constraints
+
+- **Domain availability:** {domain_requirements}
+- **Trademark clearance:** {trademark_notes}
+- **Language considerations:** {language_constraints}
+- **Character limit:** {max_characters}
+- **Other constraints:** {other_constraints}
+
+---
+
+## Name Storm Results
+
+| Name | SMILE /25 | SCRATCH Pass/Fail | Rationale |
+|------|-----------|-------------------|-----------|
+| {name_1} | {smile_score_1} | {scratch_result_1} | {rationale_1} |
+| {name_2} | {smile_score_2} | {scratch_result_2} | {rationale_2} |
+| {name_3} | {smile_score_3} | {scratch_result_3} | {rationale_3} |
+| {name_4} | {smile_score_4} | {scratch_result_4} | {rationale_4} |
+| {name_5} | {smile_score_5} | {scratch_result_5} | {rationale_5} |
+
+**SMILE criteria:** Suggestive, Meaningful, Imagery, Legs, Emotional (5 pts each)
+**SCRATCH filters:** Spelling-challenged, Copycat, Restrictive, Annoying, Tame, Curse of knowledge, Hard to pronounce
+
+---
+
+## Recommended Name
+
+**Name:** {recommended_name}
+
+**Full rationale:**
+{recommended_rationale}
+
+**SMILE breakdown:**
+- Suggestive: {suggestive_score}/5 - {suggestive_note}
+- Meaningful: {meaningful_score}/5 - {meaningful_note}
+- Imagery: {imagery_score}/5 - {imagery_note}
+- Legs: {legs_score}/5 - {legs_note}
+- Emotional: {emotional_score}/5 - {emotional_note}
+
+**SCRATCH clearance:** {scratch_clearance_notes}
+
+---
+
+## Tagline Options
+
+| Tagline | Style | Pairs With |
+|---------|-------|------------|
+| {tagline_1} | {tagline_style_1} | {pairing_note_1} |
+| {tagline_2} | {tagline_style_2} | {pairing_note_2} |
+| {tagline_3} | {tagline_style_3} | {pairing_note_3} |
+
+**Recommended tagline:** {recommended_tagline}
+**Rationale:** {tagline_rationale}