The four tools you will use throughout the brand cohort. Learn these well.
Claude
Research, Documents, Strategic Partner
Claude by Anthropic is the AI assistant integrated into every phase of the brand process. It handles research synthesis, strategic document generation, competitive analysis, and deliverable production. You direct it. It executes. The quality of Claude's output is limited by the quality of your input.
Analyzes client discovery workbook responses. Surfaces patterns, contradictions, and areas needing deeper exploration.
branding-strategy
Generates the brand strategy and positioning presentation from your strategic decisions and research inputs. Connects to Google Slides.
branding-creative-direction
Builds the creative direction presentation that bridges strategy to visual identity. Translates positioning into design principles.
branding-messaging
Generates brand messaging frameworks: voice, tone, taglines, and key messages derived from the locked strategy.
branding-proposal
Produces client-facing proposals scoped to the brand engagement. Used when transitioning from Cycle 1 to Cycle 2.
Figma
The Design Surface
Figma is where every visual deliverable is designed. Logo suites, color palettes, typography systems, brand guidelines, collateral templates, and social media frameworks are all built and refined in Figma. If it is not in the Figma file, it does not exist.
Used For
Logo design, brand identity systems, collateral templates, social media frameworks, brand guidelines layout, presentation design
Khroma
Color Direction Explorer
Khroma uses AI to learn your color preferences and generate palettes that match. Start by training it on colors that serve the brand strategy, then explore combinations that create distance from competitors while reinforcing brand personality. Every palette must be tested for accessibility contrast before locking.
Used For
Color palette exploration, competitive color differentiation, accessibility-conscious color selection
FontJoy
Type Pairing Explorer
FontJoy uses deep learning to generate font pairings with complementary visual balance. Use it when you know the brand direction but need to explore pairings quickly. Consider whether the brand needs authority (serif) or modernity (sans-serif), warmth or precision. Always refine pairings against the brand strategy before locking typography in Figma.
Used For
Font pairing exploration, heading and body type selection, typographic personality matching