Build a brand kit and stay on-brand

A brand kit is a reusable set of colors, fonts and guidelines you define once. Pin one to a design and the Assistant designs to it on every turn, while the color and font pickers surface the same tokens — so you stay consistent without policing every edit.

This guide walks through creating a kit, teaching it your voice with a DESIGN.md, pinning it to a design, and confirming it's actually steering the work.

Why a brand kit#

Staying on-brand by hand is tedious: you re-type the same hex codes, hunt for the right font, and remind yourself (and every collaborator) which accent goes where. A brand kit moves that knowledge into the app once. From then on:

• The Assistant applies your real colors, fonts and tone automatically — you don't restate them in every prompt.
• The color and font pickers surface your brand tokens, so hand-edits pull from the same set.
• Everyone working in the design inherits the same rules, so a whole campaign feels like one brand instead of a dozen near-misses.

Where brand kits live#

Brand kits are workspace-scoped. They belong to a workspace — under its Brand kits section — and any design in that workspace can pin one. Because they live at the workspace level, a kit you build is available to teammates and across every design, not tied to a single file.

They're managed in workspace settings, alongside members and seats. There's no personal profile page for this — a brand kit is a shared, reusable asset.

Create a brand kit#

Open the Brand kits section and choose New brand. The form has a handful of fields:

• Name — what the kit is called (for example, Acme Corp).
• Colors — each row is a color swatch, a role (like primary, accent or background) and a hex value. Add as many as your palette needs with Add color.
• Fonts — each row is a role (like heading or body) plus a family, chosen from a curated list. More on why that list is fixed below.
• Voice & tone — a one-line description of how the brand should sound.
• Guidelines (DESIGN.md) — Markdown rules the Assistant follows on every edit.

Fill in what you have and save. You can come back and edit the kit any time as the brand evolves.

Start from a preset#

Staring at an empty form? Use Start from a Claude-inspired kit. It pre-fills a restrained palette (a warm paper background, an ink text color, a single clay accent), a serif-over-sans font pairing, a calm voice line, and a ready-made DESIGN.md. Treat it as scaffolding: keep the structure, swap the colors, fonts and rules for your own, and you have a complete kit in a minute or two.

Colors done right#

Give every color a clear role and name rather than leaving it as a bare hex value. Roles like primary, accent and background read cleanly in the Assistant's plan and in the pickers, and they tell the Assistant how to use each color — not just that it exists. "Use the accent sparingly, one per view" is only possible if the app knows which color is the accent.

For print work, the brand kit holds your on-screen brand colors. When you're producing a print file you'll still confirm the exact CMYK or spot values in Swatches — see Swatches — because a screen hex and a press ink aren't the same thing.

Fonts that will actually apply#

The font picker is deliberately restricted to families the Assistant can apply. That's not a limitation to work around — it's a guarantee. If you pick a brand font from the list, the Assistant can always render it; you'll never define a brand font that turns out to be unusable when it matters. Choose your closest match from the curated families and the whole system stays consistent. (For hand-typed text you have the full Font Book — see Fonts and Font Book — but the brand font is what the Assistant reaches for.)

Voice and the DESIGN.md#

Two fields teach the Assistant how your brand should feel:

• Voice & tone is a single line — for example, "Warm, confident, plain-spoken." It sets the tone for any copy the Assistant writes.
• Guidelines (DESIGN.md) is Markdown that gets injected into the Assistant, so every edit follows it. This is where you spell out the real rules — voice, color usage, type choices, layout preferences.

A compact DESIGN.md might look like this:

# Brand guidelines

## Voice
- Warm, precise, human. Plain language over jargon.
- Confident, never loud — no hype or exclamation marks.

## Color
- Paper backgrounds; ink text.
- Use the clay accent sparingly — one accent per view.

## Type
- Headings in the serif; body in the sans.
- Generous line-height and whitespace; let layouts breathe.

## Layout
- Restraint over decoration. Elevation and spacing, not heavy borders.

Keep it tight and specific. A few clear rules the Assistant can act on beat a long essay it has to interpret.

Pin it to a design#

A kit only steers a design once it's pinned. In the editor, open Assistant options (the sliders icon on the composer), find the Brand kit section, and choose your kit under Brand. When a kit is active the control shows green; pick No brand to clear it.

From that point, the Assistant uses the kit on every turn, and the color and font pickers surface its tokens. You don't have to mention your colors or fonts again — they're the default.

See it in action#

To prove the kit is working, watch two places:

• If you use Plan before building, the plan card's palette and Type rows reflect the kit's colors and fonts before a single element is drawn.
• Ask for something plain like "make an Instagram sale post" and the result comes out on-brand — your palette, your fonts, your tone — without you restating any of it.

That's the whole point: define the brand once, pin it, and every edit lands on-brand by default.

Where to go next#

Now put it to work across a set: A batch of social posts in minutes with AI shows how a pinned kit keeps a whole campaign consistent. For the deeper reference, see On-brand with brand kits and Brand kits.