The agency does not need to invent a visual identity; one already exists, lives in the product, and should be borrowed wholesale. These notes describe what we will hand over and the rules that keep the decks feeling like us.
The aesthetic in one paragraph
Dark-mode first, with the warmth of candlelight rather than the chill of neon. Frosted-glass surfaces with soft blur and inset light. A Danish-modern palette: warm white, light taupe, burnt sienna, forest green, oak — with gold shimmer reserved for the most sacred moments and used sparingly. The restraint of the finest consumer hardware: invisible technology, effortless motion, nothing decorative that does not serve the content. The brand feeling is intelligent, curious, accessible — and domestic. Rooms, lamps, shelves, paper; never server racks or blue circuitry.
What we will provide
Design tokens. The complete color, spacing, and typography token set as CSS variables, plus the glass recipe (translucent surface color with heavy backdrop blur and saturation). The agency should derive every value from these tokens.
Typography. A humanist sans for interface and argument; a serif for reading content and quotation; a monospaced face for the rare technical aside. The decks should set quotations and book passages in the serif at generous sizes — typography is our single strongest brand asset.
Product screenshots. Real screens only: the folio two-page spread, the chat surface, the reader inside Telegram, the listening view, the canvas, and the marketing agency's own control surface. We will produce a clean screenshot kit; nothing should be mocked or redrawn.
Cover and illustration system. The Cover System generates deck and document imagery on request through composable art direction — an invariant house DNA (deep ground, a single warm light source, film grain, no text or faces, palette discipline), genre families that bind glow hue and atmosphere, and a per-title layer drawn from the work itself — across every commercial ratio with a safe-zone contract so type never collides with focal art. Ask it for a slide image and it answers in the same visual world as the product, because it is the same system. The proof is in your hands: every image in these very materials was generated by it.
The folio's book-design vocabulary
The corpus renders through a family of typographic elements the agency can echo in the decks: chapter openings, epigraphs and pull-quotes with a hairline rule and a soft gold halo, verse settings that hold poetic line breaks, dialogue settings, glossary terms, genealogy lists, section breaks, marginal notes and endnotes, tables, and spoken-aloud audio clips. Slides that quote the white paper should borrow these settings literally — an epigraph slide should look like an epigraph page.
Rules
One idea per slide; the Sovereign deck stiller than the Pocket deck.
Photography and illustration warm and human-scale; no stock-tech imagery of any kind.
Imagery for these materials is generated through the Cover System — never sourced from stock, never invented in a parallel aesthetic.
Gold is an accent for meaning, not garnish; if a slide has gold on it, the slide should deserve it.
Respect reduced-motion sensibilities even in decks: transitions calm, nothing that bounces.
All copy passes through the writers and the sanitization charter before layout; the agency never sources copy from the codebase or internal docs directly.