This is an early working schema for packaging brand, product, audience, and creative context for AI creative systems. Fields are grouped into five Records. Expect changes as we learn what's useful.
What is factually true about the product, and how the brand sounds and looks.
The thing being marketed. Facts the brand will stand behind.
| Field | Description | Example |
|---|---|---|
| name | Product name as it appears in market. | CoolGrip |
| category | Plain-English category. | Golf glove |
| materials | Notable materials or components. | [synthetic leather, silicone] |
How the brand sounds in writing.
| Field | Description | Example |
|---|---|---|
| attributes | Voice descriptors. | [calm, direct, non-jargon] |
| avoid | Words or patterns to avoid. | [hype, urgency, exclamation marks] |
How the brand should look on screen.
| Field | Description | Example |
|---|---|---|
| palette | Approved colors. | [#0d0d0d, #f5f3ee] |
| typography | Approved typefaces. | [Inter, JetBrains Mono] |
Who the product is for, and when it becomes relevant in their life.
Who the product is for, in plain language.
| Field | Description | Example |
|---|---|---|
| primary | Main intended buyer. | Weekend golfers aged 30–60 |
| secondary | Other meaningful buyer groups. | Gift buyers near holidays |
When the product becomes relevant in a person's life.
| Field | Description | Example |
|---|---|---|
| triggers | Situations that surface a need. | Replacing a worn glove before a round |
What the brand can say, and the evidence that stands behind it.
Approved language the brand can use without legal or factual issues.
| Field | Description | Example |
|---|---|---|
| approved | Claims cleared for use as-is. | [All-weather grip, Machine-washable] |
| requires_substantiation | Claims that need proof attached. | Outlasts standard gloves by 2x |
Evidence that supports the claims — specs, tests, certifications.
| Field | Description | Example |
|---|---|---|
| items | Short statements with a source. | Independent wet-grip test, 2025 |
What AI creative systems may generate, and what is off-limits.
Scene types AI creative tools can safely generate.
| Field | Description | Example |
|---|---|---|
| items | Short scene descriptions. | Glove on a club grip outdoors |
Scene types or imagery the brand will not allow.
| Field | Description | Example |
|---|---|---|
| items | Short scene descriptions. | Tour pros or sponsored athletes |
Working theories, what's already been learned, and how outputs should be shaped.
Working theories about what creative will perform.
| Field | Description | Example |
|---|---|---|
| items | Hypothesis statements to test. | Real terrain footage outperforms studio shots |
What's already been learned from previous creative.
| Field | Description | Example |
|---|---|---|
| items | Short, sourced learnings. | Short-form video CTR doubled vs. static, Q1 2026 |
Defaults the brand prefers when AI generates new creative.
| Field | Description | Example |
|---|---|---|
| formats | Preferred output formats. | [9:16 video, 1:1 image] |
| length | Preferred copy length. | Under 90 characters |