creative-direction

1# Creative Direction
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3Frameworks produce competent output. Coherent output requires a brief.
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5This skill turns vague creative intent into a structured brief that downstream skills can reference. It does not generate taste. It captures direction, so the dozens of small decisions a project requires (word choice, image selection, white space, sequencing, what to leave out) all answer to the same question.
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9> Worked examples for each axis position can be assembled from any reference brand library that documents tone, aesthetic, audience relationship, and sensory ambition consistently. The framework below describes the four axes; the user's own reference set positions each example along the axes during the brief workflow.
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13## When to use
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15- The start of a multi-touchpoint project (website, brand, campaign, product launch) where aesthetic coherence matters
16- Before running multiple downstream skills that need to share a unified voice and look
17- When inheriting a project that has competent execution but feels generic or incoherent
18- Recalibrating an existing project that has drifted aesthetically over time
19- When the user is a non-curator who knows what feeling they want but cannot articulate the decisions that produce it
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21## When NOT to use
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23- Use `creative-brief` instead when the user needs a general kickoff brief covering scope, audience, deliverables, and constraints. This skill goes deeper on aesthetic axes specifically, not on the operational layer.
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