Visual asset brief

Purpose

Translate a marketing message into a clear visual production brief that a designer or creative tool can execute consistently with the brand.

Scope

The skill covers audience, objective, concept, composition, copy, format, source assets, accessibility, and review criteria.

Excluded: generating or editing the image, selecting unlicensed assets, and publishing.

Data basis

• Campaign or content message supplied as an input.
• Brand system, channel specifications and product assets in scope.

Result

A visual brief and asset specification sheet.

Quality criteria

• Visual concept reinforces one message and audience action.
• Dimensions, safe areas, copy and accessibility are explicit.
• Product and brand elements are sourced or marked pending.
• Review criteria are checkable.

Instructions

Design for the channel and message, not for decoration. Keep claims in the approved copy. Describe people, products and symbols precisely, avoid stereotypes, and specify alt text or equivalent accessibility requirements. Flag rights or approvals before production.

Adapt before use

• Add brand system, logos, product assets and usage rights.
• Define channel dimensions, safe areas and accessibility rules.
• Add approved copy, disclosures and review owners.
• Keep source facts, analysis, recommendations, and unresolved questions visibly separate.
• Preserve stable document, section, page, sentence, URL, or row identifiers in every finding.
• Record assumptions about audience, channel, period, approval status, and data coverage.
• Treat missing guidance as an adaptation gap rather than inventing a company rule.
• Prefer a precise, bounded recommendation over a broad generic rewrite.
• Use supplied terminology consistently across the document, sheet, and any derivative copy.
• Do not infer performance, customer behavior, product capability, or market response from wording alone.
• Make every unresolved issue actionable by naming the missing decision, evidence, owner, or source.
• Keep factual claims traceable even when the final copy is concise.
• Recheck that counts, names, dates, and identifiers match across all outputs.
• Mark hypotheses as hypotheses and preserve competing explanations when evidence is mixed.
• Use the stated acceptance criteria as the final completeness check.