What is a Brand Schema?

A Brand Schema is the canonical source of truth for your product's brand. It captures positioning, audience, voice, visuals, and constraints in a structured format that generates consistent outputs across all channels. Think of it as your brand's DNA expressed through 15 different outputs.

What outputs does Vox Animus generate?

Vox Animus generates 15 outputs: Vision & Purpose, Mission Statement, Target Audience, Brand Promise, Positioning, Rebrand Prompt, Voice Rules, Foundation Prompt, Visual Direction, Messaging Angles, Social Bio, Agent Prompt, Constraints, JSON-LD Schema, and LLMS.txt. These cover everything from app reskinning to AI search optimization.

What is a Rebrand Prompt?

A Rebrand Prompt is a comprehensive, copy-paste prompt you use in AI coding tools like Bolt, Cursor, Lovable, or v0 to reskin your existing application. It includes your positioning, target user description, brand energy, visual direction, voice rules, and constraints.

How is Vox Animus different from other brand tools?

Vox Animus doesn't generate your brand for you. It structures what you already know through 9 focused sprints, then enforces it through hard constraints like banned words and anti-references. It's specifically designed for indie developers using AI coding tools, not agencies or large teams.

What are JSON-LD and LLMS.txt outputs?

JSON-LD is structured data that helps AI search engines (ChatGPT, Claude, Perplexity, Google SGE) understand your product. LLMS.txt is a markdown file that tells AI crawlers what your site is about and how to index it. Both improve your discoverability in AI-powered search.

How long does it take to create a Brand Schema?

Most users complete all 9 sprints in 60-90 minutes. Each sprint takes 5-15 minutes. The system provides all 15 outputs instantly based on your inputs.

Retreat Planning

Grove

Name: Brand Schema
Brand: Vox Animus

Team retreats, actually planned

Challenge

Remote-first ops teams need retreat planning tools, but existing software treats retreats like generic events. The emotional labor of coordination was invisible in the product experience.

Target User

Operations managers at remote companies (10-100 people) who care about culture but are overwhelmed by logistics.

Key Insight

Retreat planning is care work, not project management. The brand needed to feel like a thoughtful coworker, not a task manager.

Grove is a fictional brand from the Vox Animus demo library. This case study demonstrates the Brand Schema methodology using realistic scenarios indie builders face.

Before & After

Same product. Same features. Different strategic foundation.

←Drag to compare→

← Before: Average Prompt

After: Foundation Prompt →

Open Before Site|Open After Site

Component Transformations

Before and after comparisons showing how Brand Schema enforcement changes every touchpoint.

Hero Headline

✗Before

✓After

→

Why This Matters

BEFORE uses overused AI-template word "Unforgettable" (signals generic copywriting) with gradient text. AFTER acknowledges the pain ("Chore") with Caregiver empathy. Rounded sans-serif feels warm, not corporate.

Primary CTA

✗Before

✓After

→

Why This Matters

Color shift from purple gradient (generic SaaS) to forest green (#059669) signals "stepping outside" instead of "generic template." Text becomes specific: "Plan Your Retreat" vs generic "Start Planning."

Feature Description

✗Before

✓After

→

Why This Matters

BEFORE has 3 AI-slop phrases: "seamless," "seamlessly," "effortless" (vague promises that mean nothing). AFTER gives specific examples: "Coordination, scheduling, logistics—the work teams actually skip."

Schema Artifacts

Enforceable design tokens and rules generated from brand strategy.

brand-schema.json

{
  "brandId": "grove",
  "voice": {
    "archetype": "Caregiver",
    "tone": [
      "warm",
      "organized",
      "supportive"
    ],
    "bannedWords": [
      "mandatory",
      "corporate",
      "alignment session"
    ]
  },
  "colors": {
    "primary": "#059669",
    "semantic": {
      "forestgreen": "#059669",
      "leaf": "#10B981",
      "sapling": "#34D399",
      "campfire": "#F59E0B",
      "cloudwhite": "#FAFAFA"
    }
  },
  "typography": {
    "headline": "NUNITO",
    "body": "GEIST SANS",
    "mono": "JETBRAINS MONO"
  },
  "constraints": {
    "neverUse": [
      "RULES: INCLUSIVE OPTIONS",
      "RED LINES: NO HIDDEN TRAVEL FEES",
      "Never SOUNDS LIKE: STRESSFUL, LOUD, CORPORATE-COLD"
    ],
    "alwaysShow": [
      "NUNITO for headlines",
      "THE COLOR OF THE RETREAT."
    ]
  }
}

#059669

Forest Green

Earth tones signal "stepping outside" for screen-tired teams. Paired with Campfire (#F59E0B) for warmth accents.

Sans Headlines

Rounded Sans Headlines

Nunito rounded terminals feel approachable, not corporate. Paired with Geist Sans body text for clean readability.

Caregiver Voice

Warm, organized, supportive. "We handle the details" instead of "Streamline your workflow." Never stressful, loud, or corporate-cold.

6 Never Rules

Never say "mandatory", "corporate", or "alignment session". Never show conference rooms, suits, or airports. Always inclusive options. No hidden fees.