Most tools start from zero every month. This one remembers.
A brand brain is everything Planist holds about one brand as durable rules. It is seeded the day you onboard, it grows from every approval, edit and rejection, and it is handed to the agent before it writes a word. It is the reason the second month is better than the first.
Without memory, you correct the same thing every month.
Every agency knows the client who always wants the logo bigger, never wants the word "luxury", and asks for the product higher in the frame every single time. That knowledge lives in one account manager's head. When they are on leave, it is gone.
- 01They tell you
A revision note, a rejection, a comment on the review page. Usually one sentence, usually in passing.
- 02The brain keeps what lasts
One-off corrections are dropped. A standing preference is kept as a rule, with the quote it came from.
- 03Every brief after
The rule is added to the writing or design brief before the agent starts. Not as advice. As a constraint.
It is not empty when you start.
A brain that only learns from mistakes means the first month is the mistake. So onboarding seeds it: the strategy and the voice guide are broken into rules the moment they are written. VELA had 20 rules before a single post was produced — 7 from the strategy, 11 from the voice guide.
From the brand strategy
- Everything Keep "Plain Talk" in the mix (about 25% of the month): Transparent pricing, ingredient myth-busting, direct answers to customer questions, and comparisons grounded in fact.
- Everything Keep "Made in Beirut" in the mix (about 20% of the month): Small-batch production, ingredient sourcing, the people behind the formulas, and the city's role — without romanticising or exploiting it.
- Everything Keep "The Six-Step Ritual" in the mix (about 25% of the month): How the six products work together as a complete system. The logic of the sequence, real-world use cases, and the Vitamin C Glow Serum as the anchor product.
- Everything Keep "The Barrier Edit" in the mix (about 30% of the month): Skin barrier education: what it is, why it fails, how to rebuild it. Ingredient explanations and the science behind fragrance-free formulation.
From the tone of voice guide
- Copy Never: Use 'glow-up,' 'hack,' or 'miracle' Asked 2 times
- Copy Never: Apologise for or justify price
- Copy Never: Make vague efficacy claims
- Copy Always: State price plainly
- Copy Always: Name actives with concentrations
Every one of these is a real row in VELA's brain, written by the agents at onboarding and quoted here unchanged.
One sentence from a client becomes a rule for every design after.
VELA's client opened the October review link and left 10 notes. This is what the brain did with them.
Can the serum sit a little higher in the frame? Otherwise yes.
The one above. It now goes into every design brief for VELA.
Three notes reading “Yes, exactly our tone.” pushed the personality rule to asked 4 times, which moves it up the list the agent sees.
“Love this.” “Perfect.” “Approved, ship it.” Praise for one post is not a standing instruction, so nothing was stored.
This is the part that matters: a brain that stores everything is a worse brain. Nine of the ten notes were about one post and were treated as such.
Not advice. The brief itself.
This is the literal block appended to the designer's brief for VELA, generated from the brain at the moment the job starts. The writer gets a different one: rules scoped to copy instead of design. Nothing here was written for this page.
WHAT THIS CLIENT HAS ALREADY ASKED FOR (learned from their own edits and feedback — these outrank general good practice, and breaking one is the fastest way to get work sent back):
- The brand's personality: Precise, calm, quietly confident, transparent, warm without softness (asked 4 times)
- Position the hero product higher in the frame so it reads clearly and prominently.
- Write and design in a tone that is precise, calm, confident, transparent, restrained
- Keep "Plain Talk" in the mix (about 25% of the month): Transparent pricing, ingredient myth-busting, direct answers to customer questions, and comparisons grounded in fact.
- Keep "Made in Beirut" in the mix (about 20% of the month): Small-batch production, ingredient sourcing, the people behind the formulas, and the city's role — without romanticising or exploiting it.
- Keep "The Six-Step Ritual" in the mix (about 25% of the month): How the six products work together as a complete system. The logic of the sequence, real-world use cases, and the Vitamin C Glow Serum as the anchor product.
- Keep "The Barrier Edit" in the mix (about 30% of the month): Skin barrier education: what it is, why it fails, how to rebuild it. Ingredient explanations and the science behind fragrance-free formulation.
- Position VELA as: For skincare-literate adults who have outgrown the noise, VELA is the Beirut-made label that treats the skin barrier as the whole conversation — six essentials, made in small batches, priced honestly, and built to last.Scoped. A rule is marked design, copy or everything. The designer never reads the writer's vocabulary rules, and the writer is never told where to put the logo.
Ranked. The most-asked rules go first, and only the top 14 travel with a brief. A brain that dumps 40 rules into a prompt is a brain that gets ignored.
Outranking. The wording is deliberate: these outrank general good practice. A house style the client has never asked for loses to a preference they have.
These outrank general good practice, and breaking one is the fastest way to get work sent back.
Written into the brief itself, above the rules. A house style nobody asked for loses to a preference the client has.
The designer learns from its own retries.
Not every lesson comes from the client. When a design fails the brand check and is retried, what was wrong is kept as well. Tila's brain carries 6 rules that came from its own revisions, not from anything the client said.
- Design Include all required navigation or progress indicators (e.g. slide counters, step markers) specified in the brief; never omit them.
- Design Hold one consistent margin all round every composition; never allow uneven spacing between elements and edges.
- Design Strip all decorative elements — floating shapes, secondary screens, ornamental graphics — from compositions; let the single subject carry the frame. Asked 2 times
- Design Match the reference exactly in layout, composition, background, lighting, and mood before presenting work; do not approximate or reinterpret the reference style. Asked 2 times
- Design Keep on-screen UI copy to the single hero message only; do not add secondary labels, rounded-up amounts, or supplementary text to phone mockups. Asked 2 times
- Design Use one containing shape at most in any composition; never nest frames inside one another. Asked 2 times
Tila is the fictional savings app in the technology playbook. See its page for the designs these rules produced.
Eight brands. Eight different brains.
A brain belongs to one brand and is never shared. Run twenty accounts and you have twenty of them, each with its own vocabulary, its own bans and its own count of who asked for what.
| Brand | Rules | Design | Copy | Everything | A rule only this brand has |
|---|---|---|---|---|---|
| VELA | 20 | 1 | 12 | 7 | Copy Never: Use 'glow-up,' 'hack,' or 'miracle' |
| MARAM | 20 | — | 13 | 7 | Copy Calls to action are Declarative statement of fact. State the run number, p… |
| Sindiane | 20 | — | 13 | 7 | Copy Calls to action are Quiet invitation or open question; 'Link in bio to boo… |
| ARKAN | 19 | — | 12 | 7 | Copy Don't say prime location |
| AXIS Physio | 20 | — | 13 | 7 | Copy Never: Say holistic, wellness journey, or natural |
| Tila | 21 | 6 | 8 | 7 | Design Use one containing shape at most in any composition; never nest frames ins… |
| Bidaya | 20 | — | 13 | 7 | Copy Never: Use vulnerable youth, underprivileged, at-risk |
| SocialLead | 21 | 1 | 13 | 7 | Copy Avoid jargon (synergize, leverage, holistic, seamless, robust) |
Counts are the live figures from the eight demonstration brands. The differences are not styling: ARKAN is banned from “prime location” because a developer's buyers have heard it too often, and AXIS Physio from “holistic” because a sports clinic is not a spa.
A memory that only grows is a liability.
Past 40 rules the weakest and oldest fall off the end. A brain is a working set, not an archive.
Two rules that say the same thing are one rule with a higher count, not two lines competing in a brief.
Mute a rule to stop it being used without losing it, or forget it entirely. The client changed their mind; so can you.
Every rule carries the quote and the post it came from. If you disagree with a rule, you can see exactly who asked for it and when.
Give it a brand and let it learn.
It starts with the strategy and the voice, and it is sharper by the second month. Every rule it keeps is one you never have to repeat.
Rather not use Google? Leave your email and we will write to you when your place is ready.