THE BRAND,
CODED TO
CREATE.
Turning a visual identity into a production system. A GitHub repository that lets agents work with the brand’s rules.
- My role
- Design engineering
- The foundation
- Defacto identity by Klimb
- Applications
- Pages · Social · Motion
ADAPT THE IDENTITY TO MARKETING ASSETS.
The marketing team needs to apply Defacto’s identity to its pages and campaigns.
Klimb designed the identity. My work was to make its typography, colour and composition choices usable for producing new assets.
Without context, an agent’s output remains approximate: an almost-right colour, a substituted typeface, a generic composition. Design decisions needed to become explicit and usable.
ONE REPO.
AN AGENT THAT READS IT.
I translated the identity into files, components and composition rules. The GitHub repository becomes the shared reference for the designer, the team and the agent.
DESIGN.mdTokens: colour, typography, spacing.DESIGN-EXTRAS.mdVoice, imagery and messaging.CLAUDE.mdThe agent’s working instructions.patterns/Approved components and compositions.scripts/Checks and exports.output/The resulting pages and assets.Decisions
NaN Metrify, Saans, Defacto yellow, proportions and rhythm. The brand’s choices become precise rules.
Compositions
Components and examples show the agent how to arrange headings, visuals and calls to action. Counterexamples identify compositions to avoid.
Quality control
Scripts detect inconsistencies in the code. Visual and editorial reviews complete these checks.
FROM REQUEST
TO DELIVERABLE.
The agent composes from the brief and templates; the designer reviews and adjusts the file.
The system connects marketing instructions to a brand library. Each new format builds on established decisions instead of starting from a blank page.
- 01
Brief
The team provides a goal, a message and a format. The /page, /social and /video commands guide production.
- 02
Compose
The agent reads the rules and selects components from the repository. It assembles a proposal in Defacto’s visual language.
- 03
Review
Preflight checks the code. Design and editorial reviews assess the result; discrepancies are corrected.
- 04
Deliver
The team reviews and adjusts. Pages and exports join the deliverables, with source files that can be revisited.
TRÉSO FLEX IN THREE FORMATS.
Tréso Flex: the same message, adapted to square, story and landscape. The composition changes with the format; Defacto’s identity remains recognisable.
REUSE AND UPDATE THE TEMPLATES.
The repository holds templates, rules and the history of corrections.
Rules stay in the repository, corrections can be shared and source files remain editable. The designer builds and evolves the framework; marketing can rely on it for future needs.
KAFÉScaling your brand
in the AI era.
I gave this talk at Klimb Kafé with Ava Saifoudine, Marketing Lead at Defacto: how to code a brand into a production system with AI agents.