Brand System

What a brand system is

A brand guide records decisions. A brand system delivers them. Same palette, same type, same voice, same rules for imagery — but handed over in the format each consumer of the brand actually reads. The theme reads tokens. Designers read a Figma library. The marketing team reads an email and ad kit. The AI tools your team writes and generates with read prompt packs. Nothing has to be re-interpreted by a person squinting at a PDF, which is where drift starts.

What you get

The brand guide. The decisions, written down, with the reasoning. Shorter than you'd expect, because the formats below do the explaining.

Theme tokens. Palette, type scale, spacing and component styles set as theme settings and CSS variables your storefront reads everywhere. Applied to a preview theme before we hand off.

Figma library. Color and type styles, core components and the storefront's page patterns, so the next landing page starts from the system instead of from a blank frame.

Image style guide. Photography direction, product-image rules, and generation guidance for Firefly, Midjourney and the like — crop, light, surface, what never appears.

Prompt packs. Instructions for ChatGPT, Claude, Shopify Magic and Sidekick that carry your voice, your vocabulary and the things you'd never say. One per job: product copy, email, ads, sections.

Email and ad kit. Klaviyo templates and the paid and organic social sizes your team uses, built on the same tokens.

Why now

Nobody decided to go off-brand. A product shot from one image generator, a hero from another, a section Sidekick built in a blue that's close, email copy that sounds like the tool that wrote it. Each piece is defensible on its own. Together a customer landing from an ad to a product page to the cart sees three companies. The tools aren't going away; the fix is giving them something to follow.

Who it's for

Established stores whose brand has outgrown the people who used to enforce it by hand: more channels than designers, a marketing team generating its own assets, a second brand or a second market on the way, or a replatform coming that will otherwise re-interpret everything from scratch. If you're pre-launch and still deciding what the brand is, that's identity work, and we'll tell you so.

What it isn't

It isn't a rebrand. We work from the brand you have unless the inventory shows the mark itself is the problem, and then we scope that separately. It isn't a new theme, though it makes one cheaper to design and safer to build. And it isn't a PDF — if that's all you need, you don't need us.