Concept & branding
Explore visual directions on the concept board, then lock colors, type and logo on the branding board to keep the whole set on-tone.
4 min read
Artifacts
In one line: concept and branding own how your work *looks and feels*. Use them to decide the mood, colors and fonts. Easy way to remember it: concept is where you freely explore options, branding is where you lock one in as the rule.
Concept board
A space where mood and style candidate images sit as cards to compare. It is where you explore "what about this vibe?" before committing.
Branding / brand identity
The set of rules — colors, fonts, logo — that make things look like *you*. Once fixed, every artifact looks like it is wearing the same outfit.
Palette
The chosen set of colors used together — for example a main color, an accent, and a background.
The concept (⌘5) and branding (⌘3) boards own the visual identity of the set. Explore directions on the concept board, then harden them into rules on the branding board so the proposal, deck and prototype all share one tone.
The concept board
The concept board is a board of cards. Each card can auto-generate an AI image, or you can upload your own. It is the place to explore visual directions — line up mood, key-visual and style candidates side by side and compare.
Fill concept cards by generating images from chat. Try these.
Explore a mood
“Generate a bright, minimal mood-board image.”
Set a color
“Set our main brand color to a calm blue.”
Knowledge
⌘1Research
⌘2Concept
⌘3Branding
⌘4Spec
⌘5Model
Proposal
⌘6Deck
⌘7Prototype
⌘8Website
Video
⌘9Kanban
⌘0Concept and branding are the artifacts that carry the visual identity of the set.
The branding board
Branding is a brand-identity board for your color palette, typography and logo direction. The rules you set here become the visual baseline for the set, so the artifacts read as one instead of drifting apart.
Order tip: find a direction you like on the concept board first, then carry that color and feel into branding to "lock it in". After that, new proposals and decks follow the tone automatically.
Already have a brand? Pull its colors, fonts and logo into the branding board from a Brand Kit — kits are reusable across projects.
What is the difference between concept and branding?
Concept is the "explore" stage where you gather and compare options; branding is the "lock it in" stage where one becomes your color, font and logo rules.
I want to use our own images, not AI ones.
Upload your own image directly onto any concept card. Mixing AI-generated and uploaded images is perfectly fine.
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