Lesson 4 of 7 in Create Work That Fits the Strategy
- 1Move from a plan task to Create
- 2Start a New Asset Run and understand the cost boundary
- 3Review concepts before rendering visuals
- 4Use brand voice, typography, logos, and reusable assets
- 5Review, vote, reject, and explain a creative direction
- 6Refine in the design editor
- 7Save, keep the content-task connection, and ship
Why this matters
On-brand is a starting condition, not a filter applied at the end. Create reads the saved Brand Kit on every run, so the kit decides whether assets begin close to right or begin generic and get fixed by hand. The real cost of an off-brand asset is not the credits; it is the trust a business spends each time something ships that does not look or sound like it. A complete kit also shortens review, because fewer passes are about brand basics.
When to use it
Before the first asset run in a workspace, and whenever the brand changes: new logo, colors, fonts, voice notes, or audience. If you run several workspaces, check the kit each time you switch; every workspace has its own.
Before you start
- The right workspace selected. The Brand Kit belongs to the workspace; with none selected, the page shows "No brand kit yet".
- The brand materials to hand: logo files, brand colors as hex values, fonts, a few lines on voice, words to avoid, and visual references.
Do this
- 1From Create, click "Brand Style Guide". It opens the Brand Kit.
- 2Work through the tabs: Profile, Logos & Assets, Colors, Typography, Style Notes, Visual Inspiration, Content & Audience.
- 3In Profile, confirm "Brand Name" and "Website"; both can appear on generated images. Upload the logos and brand assets you will reuse, and set the brand colors.
- 4Set your fonts in Typography. Write Style Notes the way you would brief a designer: concrete, not poetic. Where the "Visual grammar" card appears (written by the first image run, refined weekly), edit it or turn on "Lock this grammar" so runs cannot overwrite it.
- 5In Content & Audience, set "Content language", "Words and concepts to avoid", "Primary market locations", and the audience's age range and gender.
- 6Click "Save Changes" and wait for "Brand kit saved successfully". While "Unsaved changes" shows beside the button, nothing has reached Create.
- 7Return to Create and start a run. If Create warns that the logo cannot be added to an image, use "Fix in Brand Kit" rather than generating without it.
What you should see
Every tab filled, the unsaved-changes notice gone, and the success message shown. New runs arrive in your voice and colors, with your logo placed where "Output Settings" says. An image flagged "Brand font unavailable, used preset" means your headline font could not be applied. In the design editor, brand colors appear as swatches and uploaded fonts under "Your fonts".
How to judge it
Show a finished asset to someone who knows the brand without saying how it was made. If they would not question the colors, type, logo, or tone, the kit is doing its job. If most of your passes cite "Off brand" or "Wrong colours", fix the kit before the next run.
What it does not mean
- A saved kit sets the starting point, not a guarantee. You still review every asset (Review, vote, reject, and explain a creative direction).
- Brand rules are defaults, not laws. A campaign can break the pattern on purpose, with a reason.
- Locking the visual grammar stops runs from rewriting it; the rest of the kit stays editable.
Try it in Signal & Science
Open the Brand Kit, work through each tab, and click Save Changes.
Open in Signal & Science