moicle 2.3.1 → 3.0.0

package/assets/skills/marketing/brand/SKILL.md

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+---
+name: marketing-brand
+description: Brand asset workflow with two modes — LOGO (produce a logo + brand identity specification: concepts, color palette, typography, guidelines) and VIDEO (plan video content end-to-end: strategy, script, storyboard, production spec, publishing). Use when user says "design logo", "create logo", "brand identity", "logo concept", "visual identity", "create video", "video content", "video script", "video strategy", "youtube content", "video plan".
+args: "[MODE]"
+---
+
+# Brand Asset Workflow
+
+One skill for visual + motion brand assets. Pick the mode that matches your deliverable.
+
+## Pick your mode
+
+| Situation | Mode | Jump to |
+|-----------|------|---------|
+| Logo + brand identity specification (concepts, colors, type, guidelines) | **LOGO** | [Mode LOGO](#mode-logo) |
+| Video content plan (strategy, script, storyboard, production, publish) | **VIDEO** | [Mode VIDEO](#mode-video) |
+
+- ❌ Writing blog / social / newsletter → use `/marketing-content`
+- ❌ Full go-to-market plan (brand + content + video) → use `/marketing` command
+
+---
+---
+
+# Mode LOGO
+
+Produce a logo + brand identity **specification** that a designer can execute (or you can use as a direct prompt to a generative tool). Output is a brand guidelines doc, not finished art.
+
+## When to use
+- ✅ Brand new identity (no existing logo)
+- ✅ Rebrand / refresh of an existing logo + guidelines
+- ✅ Need a deliverable spec for a designer to execute
+- ❌ Just need a quick icon variation → use a design tool directly
+- ❌ Video-specific visuals → **Mode VIDEO**
+
+## Workflow
+
+```
+DISCOVER → CONCEPT → DESIGN → REFINE → DELIVER
+```
+
+## Phase 1: DISCOVER (30 min)
+
+### Discovery brief (skip what's known)
+
+| Field | Example |
+|-------|---------|
+| Name + tagline | "Acme — DevOps for indie teams" |
+| 3-5 personality adjectives | "modern, technical, irreverent, sharp, friendly" |
+| Primary audience | "Solo / small-team backend engineers" |
+| Industry | "Developer tools / SaaS" |
+| Competitors (3-5) | + 1 line each on what their logo says |
+| Style direction (pick 1-2) | minimal / wordmark / monogram / abstract mark / illustrative / mascot |
+| What to AVOID | "no cliché cloud icons, no gradients on the mark" |
+| Where it lives | favicon + GitHub avatar + landing hero + dark/light + print |
+| Color hints | "must work in single-color print + on dark UI" |
+| Budget for the brand | "MVP — logo + 1 palette + 2 fonts" vs "full system" |
+
+### Gate
+- [ ] Personality adjectives captured · Competitor scan done · Style direction narrowed to 1-2 · Avoid-list captured
+
+## Phase 2: CONCEPT — propose 3 distinct directions
+
+Same concept in 3 colors ≠ 3 concepts. Each concept must have:
+
+```markdown
+## Concept {N}: {short name}
+**Direction:** {wordmark / monogram / abstract mark / etc.}
+**Rationale:** Why this matches brand personality + audience. Cite 2-3 adjectives.
+**Differentiation:** What competitor it does NOT look like, and why that matters.
+**ASCII sketch** (rough — shape, not pixel-perfect)
+**Inspiration:** 2-3 reference links
+**Risks:** What could go wrong (e.g., "monogram unreadable below 24px")
+```
+
+**Variety rules:** different *form* (wordmark vs mark vs combo) · different *feel* (geometric vs hand-drawn vs typographic) · different *complexity*.
+
+### Gate
+- [ ] 3 concepts, each with rationale + differentiation + risk · **User selected ONE**
+
+## Phase 3: DESIGN — flesh out the chosen concept
+
+### 3.1 Logo construction
+- **Lockup:** primary (wordmark / mark / combination / stacked), secondary, icon-only (favicon, avatar)
+- **Geometry:** grid + proportions · **Clear space:** minimum · **Minimum size:** digital (e.g. 24px) + print (e.g. 8mm)
+
+### 3.2 Color palette
+Primary + secondary + neutrals. Every color in HEX, RGB, HSL, CMYK (print), WCAG AA contrast vs white + black (pass/fail), Tailwind token name.
+
+| Token | HEX | RGB | HSL | Use |
+|-------|-----|-----|-----|-----|
+| `--brand-primary` | #0F172A | 15,23,42 | 222 47% 11% | logo, headlines |
+| `--brand-accent` | #14B8A6 | 20,184,166 | 173 80% 40% | CTA, links |
+| `--neutral-fg` | #1F2937 | 31,41,55 | 220 26% 14% | body text |
+| `--neutral-bg` | #F8FAFC | 248,250,252 | 210 40% 98% | page bg |
+
+### 3.3 Typography
+1 display + 1 body font (or 1 font in 2 weights): family + fallback stack, weights, pairing rationale (1 line), license (open / Google Fonts / commercial).
+
+### 3.4 Voice
+3 voice attributes (e.g., "direct, witty, never corporate-speak") + 3 do / 3 don't examples.
+
+### Gate
+- [ ] All lockup variants specified · Palette has WCAG notes · Typography has rationale + license · Voice has do/don't
+
+## Phase 4: REFINE
+
+Test against real use (write down result for each):
+- [ ] Favicon at 16×16 — still recognizable?
+- [ ] On dark background — still works?
+- [ ] Single-color print (black-only) — still readable?
+- [ ] Next to 2-3 competitor logos — stands out?
+- [ ] At 100% scale on hero — carries the page?
+
+If >2 rounds of changes → consider re-concepting (Phase 2).
+
+### Gate
+- [ ] All 5 scenarios tested · User approved final version
+
+## Phase 5: DELIVER — brand guidelines doc
+
+### `brand-guidelines.md` skeleton
+```markdown
+# {Brand} Brand Guidelines
+## Logo — lockups (SVG + PNG), clear space + min size, wrong uses
+## Color — token table, usage rules, accessibility (contrast)
+## Typography — stack, hierarchy (H1/H2/H3/body), web vs print
+## Voice — attributes + sample headline / body / CTA copy
+## Examples — 1 hero, 1 card, 1 button with the brand applied
+```
+
+### Asset checklist (hand to designer / dev)
+- [ ] `logo-primary.svg` + `.png` (1x, 2x, 4x) · `logo-secondary` · `logo-mark`
+- [ ] `favicon.ico` (16,32,48), `apple-touch-icon.png` (180×180), `og-image.png` (1200×630)
+- [ ] Social avatars: 400×400 + cover per platform (Twitter 1500×500, LinkedIn 1128×191)
+- [ ] Color tokens: `colors.css` + `tailwind.config.js` snippet · Brand guidelines `.md` / PDF
+
+### Gate
+- [ ] Guidelines doc written · Asset checklist exists · Developer-ready tokens (CSS / Tailwind) included
+
+## Hard Rules (LOGO)
+- **3 *distinct* concepts in Phase 2** — same concept in 3 colors = lazy.
+- **WCAG AA contrast minimum** on text colors. **Mark must read at 16px** — if not, redesign.
+- **No gradient on the primary mark** — gradients don't print, fax, or embroider well.
+- **License-clean fonts only**.
+
+---
+---
+
+# Mode VIDEO
+
+Plan video content end-to-end: strategy, script, storyboard, production spec, publishing schedule.
+
+## When to use
+- ✅ Planning a video series or campaign (multi-video)
+- ✅ Need a script + storyboard + production spec for a single video
+- ✅ Repurposing existing long-form into shorts / clips
+- ❌ Just need ideas, not a plan → use `/brainstorm`
+- ❌ Writing a blog post or thread → use `/marketing-content`
+
+## Workflow
+
+```
+STRATEGY → SCRIPT → STORYBOARD → PRODUCTION → PUBLISH
+```
+
+## Phase 1: STRATEGY
+
+### Gather brief (skip what's known)
+
+| Field | Example |
+|-------|---------|
+| Primary goal (pick 1) | brand awareness / tutorial / lead gen / community / thought leadership |
+| Audience | "Senior backend engineers evaluating Postgres tooling" |
+| Channels (pick ≤3) | YouTube long / Shorts / TikTok / Reels / LinkedIn / X / Twitch |
+| Cadence | "1 long video / week + 3 shorts" |
+| Series concept | "From-zero series: build a SaaS in 10 episodes" |
+| Tone | "Casual, technical, no fluff" |
+| Existing assets | brand kit URL, prior videos, channel stats |
+
+### Output: 1-page strategy
+```markdown
+## Video Strategy: {brand}
+- Goal / Audience / Channels (primary marked) / Cadence / Series (2-4, each theme + episode target) / Brand (voice, colors, logo lockup)
+```
+
+### Gate
+- [ ] Goal + audience confirmed · Channels matched to where audience watches · ≥1 series concept
+
+## Phase 2: SCRIPT
+
+### Universal structure
+```
+HOOK (≤10 sec, ≤30 sec long-form): contrarian claim / surprising number / pain question / curiosity gap
+INTRO (≤15 sec): what they'll get + why this person/channel
+BODY: one idea per segment (≤90 sec long-form, ≤15 sec shorts); pattern interrupt every 30-45 sec
+PAYOFF: the answer / demo / result
+CTA (≤10 sec): one ask
+```
+
+### Hook examples (pick a type, write 3 variants)
+| Type | Example |
+|------|---------|
+| Contrarian | "Everyone tells you to write tests first. Here's why I stopped." |
+| Number | "I shipped 47 features last quarter with 1 engineer. Here's how." |
+| Pain question | "Your DB is slow at 100k rows? That's a config issue, not a Postgres limit." |
+| Curiosity gap | "There's a Go feature nobody uses but it solves your timeout bug." |
+
+### Script length budget
+| Format | Total | Hook | Body | CTA |
+|--------|-------|------|------|-----|
+| YouTube long | 8-15 min | 10-30 s | 7-13 min | 10-30 s |
+| Short / Reel / TikTok | 30-60 s | ≤3 s | 25-50 s | ≤5 s |
+| LinkedIn native | 1-3 min | ≤5 s | 50 s-2.5 min | ≤10 s |
+
+### Gate
+- [ ] Hook tested by reading frame 1 aloud · One idea per segment · Pattern interrupt every ≤45 sec (long-form) · CTA is one ask
+
+## Phase 3: STORYBOARD
+
+### Scene table (one row per cut)
+| # | Time | Visual | Audio | Text overlay | Asset needed |
+|---|------|--------|-------|--------------|--------------|
+| 1 | 0:00-0:08 | Talking head, medium | Hook line | (none) | — |
+| 2 | 0:08-0:25 | Screen recording: IDE | VO | "Step 1: install" | terminal recording |
+
+### Visual rules (project-wide)
+- Aspect ratio: 16:9 (YT long) / 9:16 (shorts, Reels, TikTok) / 1:1 (LinkedIn fallback)
+- Captions ALWAYS burned in for shorts (most watch muted)
+- Brand bug bottom-right (long-form) first 5 sec + last 10 sec · Max 2 fonts · Stick to brand palette
+
+### Gate
+- [ ] One row per cut · All assets listed/sourced · Captions plan for muted viewing · Aspect ratio matches channel
+
+## Phase 4: PRODUCTION
+
+### Tech spec per channel
+| Channel | Resolution | FPS | Codec | Max length | Notes |
+|---------|-----------|-----|-------|-----------|-------|
+| YouTube long | 1080p / 4K | 30/60 | H.264 | 12 h | Chapters for >5 min |
+| YouTube Shorts | 1080×1920 | 30/60 | H.264 | 60 s | Vertical |
+| TikTok | 1080×1920 | 30/60 | H.264 | 10 min | Caption per scene |
+| Instagram Reels | 1080×1920 | 30 | H.264 | 90 s | First frame = thumbnail |
+| LinkedIn native | 1920×1080 / 1080×1080 | 30 | H.264 | 10 min | Captions burned in |
+| X (Twitter) | 1280×720+ | 30/60 | H.264 | 2 min 20 s | Add caption file |
+
+### Audio
+- Voice: -3 dBFS peak, -16 LUFS integrated · Music bed: -20 dBFS under voice, royalty-cleared
+- Cuts: trim every breath / um / "so" — tight pacing matters
+
+### Pre-publish checklist
+- [ ] Color graded · Audio normalized · Captions burned in (where required) + SRT for accessibility
+- [ ] Thumbnail (3 variants for A/B if YouTube) · Title (≤60 chars + keyword) · Description with timestamps, CTAs, links
+
+### Gate
+- [ ] Tech spec matches channel · Thumbnail tested at small size · First 3 sec works without sound
+
+## Phase 5: PUBLISH
+
+### Per-channel adaptation
+- **YouTube long:** publish + pin comment with timestamps + first-hour engagement push
+- **Shorts:** 3-5x/week for algorithm; don't link in description (kills reach)
+- **TikTok:** batches at 7 PM local; respond to first 10 comments within 1 hour
+- **LinkedIn:** native upload (don't link YouTube); first hour of work day
+- **X:** native video; thread = video + 3-5 text takeaways
+
+### Cross-posting
+Cut shorts from long-form (3-5 per long video) · convert key insight into LinkedIn carousel + X thread · embed in blog post.
+
+### Tracking
+- UTM tags on description links: `?utm_source=youtube&utm_medium=video&utm_campaign={series}`
+- Watch: average view duration, retention curve (cliff = where to cut next), thumbnail CTR
+- Iterate: kill formats with <30% retention after 3 attempts
+
+### Gate
+- [ ] Adapted per channel · UTMs applied · Tracking dashboard updated
+
+## Hard Rules (VIDEO)
+- **Hook decides everything** — if first 3 sec doesn't work, nothing after matters.
+- **Captions for muted viewing** — most feed views are sound-off.
+- **One ask in the CTA** — multiple CTAs = zero conversions.
+- **Vertical for mobile-first channels** — never reupload 16:9 to TikTok / Shorts.
+- **Kill what doesn't work after 3 attempts**.
+
+---
+---
+
+## Related Skills
+
+| When | Use |
+|------|-----|
+| Write content with the brand (blog / social / newsletter) | `/marketing-content` |
+| Full marketing plan (brand + content + video) | `/marketing` command |
+| Brainstorm video / brand topics | `/brainstorm` |
+| Document brand guidelines as a doc | `/docs-sync` |
+
+## Recommended Agents
+
+| Mode / Phase | Agent | Purpose |
+|--------------|-------|---------|
+| LOGO discover / deliver | `@docs-writer` | Brand brief + guidelines doc |
+| LOGO concept / design | `@clean-architect`, `@docs-writer` | System structure + spec docs |
+| VIDEO strategy / script | `@docs-writer` | Strategy brief + tighten scripts |
+| VIDEO storyboard | `@docs-writer` | Scene descriptions |
+| VIDEO production | `@devops` | Tech specs + encoding |